South African pizza brand Debonairs Pizza is making a second attempt at entering the domestic market and has partnered with Diwa Hospitality to open 10 outlets in Mumbai city over the next 12 months. The company will be localising its menu here like most other international fast food chains, and so will be pricing that ranges from Rs 75 to Rs 750, it said. Run by Famous Brands, which is into fast-food and casual dining chains, Debonairs Pizza will invest around $3 million more in the business in India.    

The company has already invested $1 million to set up a central kitchen and opening the first store. It can be noted that Debonairs Pizza could not meet much success in its maiden entry a decade back in Mumbai. Famous Brands group chief executive Kevin Hedderwick said. There is a lot of potential here. Last time, things were different. This time, we have a local partner who is present here and we will do a better job. We are excited by the prospects here, he added.    

Diwa Hospitality director Yogesh Parekh said: In the next one year, we are looking at about 10 stores in and around Mumbai. Estimates see the domestic organised pizza market touching $1 billion by 2016 from $420 million now. Pizza is the fastest growing category and the largest segment in the organised quick service restaurant category. It includes larger players like Domino's Pizza, Pizza Hut and smaller ones like Smokin' Joes.