As steel authority of india Limited's Rourkela steel plant started cranking up its best ever production numbers in the summer of 2012, a bespectacled Kashmiri executive revisited his hometown and amid memories and memos, inaugurated the firstever DOMINO pizza store in the steel city. Eight years in the top job as CEO of Jubilant FoodWorks, anything but a corner office stereotype. Before opening the store last April, decked up in the trademark blue-andblack Domino's tee-cap-cargo combo, he essayed the role of an SDP to perfection. The acronym is a homegrown term for Safe Delivery Persons, or the delivery boys, who zip from door to door with boxes they call 'warm bags'. And the prefix 'Safe' conforms to the speed governor attached to every bike that maintains a maximum speed limit of 40 kilometres/hour.
But Kaul had a different calling. Along with the local team, he rode a D o m i n o ' s -branded Hero bike into every possible direction with the store as the locus. They rode for 8-9 minutes in each direction and returned to the store. He defines that time-bound journey the "lakshman rekha" for any SDP. That is, the Domino's delivery boys will strictly toe the line and not serve houses that take more than 8-9 minutes to reach from the store.
Here's why. Domino's pizza comes with a 30-minute guarantee from the time an order is placed. If the time taken to deliver the pizza is more than 30 minutes, the pie comes free if it costs under Rs 300. And in case it costs more than that amount, the company subtracts Rs 300 from the bill. In case it is more than 4 pizzas, it is regarded as a bulk order and the guarantee does not apply. So by and large, all processes at Domino's are geared to meet the 30-minute deadline.
But Kaul had a different calling. Along with the local team, he rode a D o m i n o ' s -branded Hero bike into every possible direction with the store as the locus. They rode for 8-9 minutes in each direction and returned to the store. He defines that time-bound journey the "lakshman rekha" for any SDP. That is, the Domino's delivery boys will strictly toe the line and not serve houses that take more than 8-9 minutes to reach from the store.
Here's why. Domino's pizza comes with a 30-minute guarantee from the time an order is placed. If the time taken to deliver the pizza is more than 30 minutes, the pie comes free if it costs under Rs 300. And in case it costs more than that amount, the company subtracts Rs 300 from the bill. In case it is more than 4 pizzas, it is regarded as a bulk order and the guarantee does not apply. So by and large, all processes at Domino's are geared to meet the 30-minute deadline.
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