There was a time when Pizza was only sold in 5-star hotels and luxury places. People had no idea about it, it was mostly related to western culture and Indians rarely ate outside food as it was never familiar. Most of the pizza market was occupied by international brands like Domino’s or Pizza Hut back then. Sanam Kapoor was working at HCL with a good job and package, but he always wanted to start his own business. While working during the weekends, he used to plan his business plan and, after a few sessions, he decided to start his pizza brand in Chandigarh.
The Journey.
He quit his job and started his pizza brand and named it Pinocchio Pizza and later changed it to La Pino'z.
Initially, it was a tough journey as he had less resources, no investors and lacked experience, so he decided to do everything by himself. It was a purely bootstrapped and self-funded business. The strategies he used, what makes La Pino’z pizza popular in the Indian market. The size of the pizza and slices with quantity and quality makes the customers happy. You get various sizes of pizzas where a group of people can easily eat a satisfying meal. Unique names and styles with Indian tastes with western names. They have adopted a franchise-based model to expand the business.
Initially, they had only a few outlets. To reduce pressure and to bring a cost-effective strategy, they adopted a franchise model. They smartly expanded state by state with proper plan, most of their revenue comes from raw material they sell to franchises rather than pizzas. They believe in quality pizza rather than half-cooked or less quality products. Giving freedom to local market knowledgeable people who know business well in each state and its audience. As pizza is loved by younger generations, they launched Jain Pizza, where the elderly started coming to the stores on a large scale. They marketed using local influencers and focused largely on the 2nd and third tier towns and introduced luxury Pizza to rural and semi-urban areas. Their large-size pizza is the most effective strategy where families happily consume it. They take low royalty and low charges from franchise owners.
These strategies and models have created their brand to grow across India. Today they have a net worth of 1000 crore with 700+ stores with few International presence too.
