DP Eurasia is the exclusive master franchisee of the Domino’s Pizza brand in Turkey, Russia, Azerbaijan and Georgia. Domino’s Pizza is one of the most successful fast food brands worldwide and a global leader of home delivery with nearly USD 10.9 billion sales in 2016 and 13,811 stores in 85 countries, with 92 consecutive quarterly positive like-for-like system sales internationally. DP Eurasia is the fifth largest master franchisee of the Domino’s Pizza brand owned by Domino’s Pizza Inc.
The Group offers pizza delivery and takeaway/eat-in facilities at its 571 stores (as of 31 March 2017) across four countries (488 in Turkey, 76 in Russia, four in Azerbaijan and three in Georgia as at 31 March 2017). Founded in 1996 by CEO Aslan Saranga, the Group first became the master franchisee of the Domino’s Pizza system in Turkey, expanding rapidly, resulting in its 100th store opening in Istanbul in 2008. In 2012, the Group was awarded the exclusive master franchise of the Domino’s system for Russia, and in 2015, the Group opened its first franchised stores in Azerbaijan and Georgia. The Group today is the largest Pizza delivery company in Turkey and the third largest in Russia, in terms of system sales and number of stores.
The Group operates through its corporate stores and franchised stores, which together are referred to as its system stores. As of 31 March 2017, 37% of the Group’s system stores were corporate stores, principally located in densely populated cities, and 63% were franchised stores. The Group believes that there are several benefits to owning its corporate stores. For example, the corporate stores serve as a platform to develop best practices that the Group subsequently deploys in its franchised stores. Since 2010, the Group has rapidly expanded, opening (on a net basis) an average of 68 system stores per year (from 2011 to 2016). As of 31 March 2017, the Group operated 488 system stores in Turkey (of which 347 were franchised), 76 in Russia (of which five were franchised), four in Azerbaijan (all of which were franchised) and three in Georgia (all of which were franchised). The Group intends to continue to rapidly expand its store network in the future.
The Group has adapted the Domino’s Pizza globally proven business model to its local markets. DP Eurasia has a centralised supply and procurement function, owning and operating five commissaries which manufacture pizza dough and supply system stores. The Group offers consumers high quality, freshly made pizzas, which it tailors to local tastes, at attractive prices, delivered within 30 minutes of ordering. It also offers complementary products such as chicken, other side dishes and desserts, some of which have been developed by the Group’s innovation centre in Istanbul and subsequently adopted by other master franchisees of Domino’s Pizza around the world.