Why Jamie Oliver’s Pizzeria could be a game-changer for India's pizza market

If you’re one of those people who love food especially pizza and eating out, it’s a given that you are fond of Jamie’s Pizzeria.

For the uninitiated, (though I know there won’t be any) Jamie’s Pizzeria is a restaurant chain started by UK celebrity chef Jamie Oliver, famous for hosting a horde of cook shows on TLC, where he would make whipping up delicious food (including pizzas) as easy as lying down in bed. No, seriously!

And, for all you people who’re living away from home and have tried their hand at making food that’s not burnt and edible, Jamie’s 30 Minute Meals have been a life-saver.

In Jamie’s 30 Minute Meals, Oliver would take the viewer through the recipe of a easy dish that could be made well under 30 minutes!

Such was his popularity that he started his chain of restaurants and after a wait that seems like forever, they’re finally in India!

India is the only country where Jamie’s Pizzeria outlets will be independent of its Italian counterpart, unlike the other markets.

Jamie’s Pizzeria opened its doors to customers yesterday. The outlet is located at Ambience Mall in Gurgaon, while Jamie’s Italian will be housed at Amabience Mall, Vasant Kunj and is slated to open in about two weeks.

However, it’s imperative to understand one thing; regardless of how popular Jamie Oliver as a brand is, in India, it is entering the market which is dominated by Domino’s Pizza which hjas over 900 outlets to its name, while its competitor Pizza Hut has over 700 outlets.

Thus, Jamie’s Pizzeria, with just one odd outlet at the moment, needs to ensure that it gets everything right to ensure it stays afloat in a market that sees new pizza joints/parlours springing up everyday without notice and where people have their nearest Dominoes on speed dial.

It’d be wrong to assume that the makers, Jamie Oliver included haven’t given this a serious and long thought. Plans of opening new outlets all across Delhi NCR are in the pipeline and are being worked out keeping the Indian audience in mind.

Adapting its brand to the requirements of the Indian market is what I believe could be prove to be a game-changer for the brand. It’s a universally proven fact that Indians are price-conscious and are very hesitant to spend lavishly on a meal, forget pizzas unless it’s a special occasion.

Keeping this information in mind, Jamie’s Pizzeria has prioritised affordability and one look at the menu is enough to tell you that this is going to be those daily affair restaurants and not the ones you go to on special occasions.

A meal for two should set you back by Rs 800, which to be frank is cheaper than our usual haunt Dominoes/Pizza Hut.
Additionally, the portions are filling and the quality is impeccable. The price is quite a steal, actually.

Not one pizza was priced over Rs 500 and the costliest dessert on their menu was Rs 250.

The task at hand is impossible. Compete with well establish, loved brands with over 700 outlets as opposed to one outlet of a reputed foreign chain? Aided by the authenticity of their fresh thin crust pizzas, brilliant word-of-mouth on social media and the affordability factor, Jamie’s Pizzeria looks like it’s quite set for the battle.

Whether it’ll end up changing the trend of the Indian market is left to see.

But, I for one, won’t be surprised if in the next few months to come, Gurgaon becomes every pizza lover’s preferred destination.

Image credit: Jamie's Pizzeria India