Domino's Pizza, which was among the first fast food outlets in Britain to serve halal-only takeaways, has ditched the menu after poor sales.Well, someone sure screwed up in the research department!
The chain enraged customers 18 months ago by completely removing pork from its pizzas in favour of halal-only meat at its branch in Hall Green, Birmingham.So, either they grossly underestimated the number of Muslims who would flock to Domino’s once it went halal-only, or they grossly underestimated the number of non-Muslims who decided to boycott the place in retaliation.
But the pizza firm have been forced into an embarrassing U-turn back to their original menu due to poor sales.
It’s interesting that no-one seems to want to find out which it is, isn’t it?
Domino's Pizza have also reverted to conventional menus at the other two branches where they trialled halal-only menus for Muslim customers in Bradford and Blackburn.So this wasn’t just a local ‘blip’…
In a letter to customers from its branch in Hall Green, which caters for surrounding Birmingham areas including Sparkhill, Moseley and Sparkbrook, Dominos explained: "I would like to draw your attention to the fact that the store is no longer serving a halal menu.‘Reluctantly’..? Why would they be reluctant to decide to stop losing any more money? Why would it not be ‘an easy decision’?
"Dominos Pizza Group decided to trial a halal menu in Hall Green and two other stores in 2009, but it hasn't had the impact expected and the company has reluctantly decided to return to a conventional Domino's menu in all three stores.
"This has not been an easy decision for us and we are sorry for an inconvenience."
Oh, well. It’s not like they could have forseen this thou…
The forced imposition of halal-only meat at a Burton fast food outlet has now ended.
KFC, in Middleway Park, finished its nationwide trial of selling halal only meat to its customers in Burton yesterday, after a reported dip in sales.