he action in the fast food arena is certainly hotting up. Just recently, in a marketing extravaganza, Pizza Hut overhauled its menu, and offered Indian toppings. Close on its heels, pizza delivery chain Domino's has announced the 'Fun Meal for 4' offer and a TVC was launched just to announce this.

The offer is based on market research study conducted by Domino's in association with AC Nielsen, on the key barriers and drivers to the consumption of pizza. Says, Dev Amritesh, chief of marketing, Domino's, "We learned that, in the delivery business, people consume with their families and 70 per cent of the consumption occasion of all food delivered is with the family. Value-for-money is important too. However, our most important learning from the study was that when a family orders food, they seek variety in it. The 'Fun Meal for 4' offer addresses these key areas."... more