Move over Birizza, Domino's brings you BurgerPizza

For those who can’t decide between a burger and a pizza can now avail Domino’s new combination of ‘BurgerPizza’ that starts at Rs 89.

The market leader in the chained pizza segment has stated that with this innovation it aims to grow its share in the ‘all day, individual consumption’ occasion and further grow its share of the chained Indian Food Service Industry.

Shares of Jubiliant FoodWorks has been climbing up since its announcement. The company was up 3.67% at 12:02pm IST trading at Rs 1,203.60 per share.

The BurgerPizza range is available in two vegetarian and two non-vegetarian variants at all Domino’s Pizza restaurants across India, the company said in a statement.

It is also available for ordering on the Domino's online ordering website and the Domino's Pizza mobile app.

Announcing the new combination, President & Chief Business Officer Domino’s Pizza India, Dev Amritesh said, “We dominate the 'shared meal-replacement’ occasions with our core Pizzas. The ‘all day, individual consumption’ occasion is an opportunity that we see as being incremental to our business.”

“This is also our attempt to create a new category and bring Pizza-ness in a consumption segment that is addressed by Burgers and Sandwiches. Unlike other Burgers, the BurgerPizza is comfort food, full of Pizza goodness and has been specifically designed for the Indian palette,” he added.

Domino’s competes with Smokin Joes and Pizza Hut in India.

In 2015, Pizza Hut had also launched ‘Birizza’ which was a combination of Biryani and Pizza. This item is available in cottage cheese and chicken flavours.

With oven-baked ingredients instead of fried ingredients, the BurgerPizza will be at the core of the company’s marketing strategy, Senior Vice President, S. Murugan Narayanswamy said in a statement.