Domino’s Pizza has entered Ghana with franchisee Fire Foods Africa, part of Chanrai Summit Group. The pizza chain will launch operations in Ghana with two new outlets, both in Accra. It marks another market in Africa for the brand, which also has outlets in South Africa, Nigeria, Egypt, Kenya and Morocco.
Fire Foods Africa is co-owned by the Chanrai Summit Group and K Hospitality Corp, one of India’s largest home-grown foodservice and hospitality companies. Chanrai Summit Group formerly owned leading Ghanaian FMCG distributor Fareast Mercantile (Ghana), now sold to Imperial Logistics. It still owns FMCG distributor and manufacturer Fareast Mercantile in Nigeria.
Fire Foods Africa is planning a multi-million-dollar investment programme to roll out new stores nationally in Ghana. The first two Domino’s outlets will be sited on Oxford Street in Osu, and by the Spintex-Legon Underpass in East Legon, both in the capital Accra. Domino’s Pizza Ghana will also launch its online delivery point for customers.
In Accra, Domino’s Pizza will compete with established franchises of Pizza Inn (owned by Innscor’s Simbisa Brands) and Pizza Hut as well as local players Eddy’s Pizza, La Piazza and Pizzavella.
In Nigeria, there are more than 100 Domino’s Pizza outlets and it is the leading pizza chain in the country. Franchisee Eat’N’Go also owns the master franchise to Coldstone Creamery – the two brands are typically co-located, a strategy that has worked extremely well.