To drive incremental sales in a slow economic environment, Domino's is set to target the kids meals space by launching meals-in-boxes under the brand ‘Juniors Joybox’. The meals will be come with a toy and be priced at Rs 99, a price marginally lower than McDonald's Happy Meals which targets the same audience. Juniors Joybox is entirely an innovation done in India and has been positioned as a 'complete meal' that will include vegetable toppings on pizza slices, garlic bread sticks, custard dessert, juice and a toy. It has smartly decided to keep away from fries and aerated drinks, items that have caused McDonald's Happy Meal to draw a lot of flak from health activists. Happy Meals, introduced in India in 1997, accounts for about 10% of McDonald's sales. It is one of the most successful sub-brands of the burger giant, with its Hollywood and cartoon characters-based toys becoming a big hit among children.
India is expected to become the largest market for the pizza giant outside of the US by the end of 2014. Currently, it has about 700 outlets in India against 770 in the UK. Domino's accounts for 20%of all MNC fast-food chain outlets in India almost double that of Subway and McDonald's, according to a Crisil Research report of September 2013.