Bowling alone was just the beginning:
Even pizza, typically shared among family or friends, is downsizing.
In February, Domino’s Japan, the nation’s largest pizza delivery chain, introduced My Domino’s, a meal set that allows customers to order a small, 7-inch pizza with two side dishes for a reasonable price.
“Single consumers are growing, not only in Japan but in the world, and the question is how we can reach these people, how we can offer something special for these customers,” says Martin Steenks, CEO of Domino’s Japan. “The bento is always for one person, so why not create a pizza for one person? This was actually the biggest reason for us behind this whole set up.”
The concept proved a hit and according to Domino’s Japan, more than 2 million orders had been placed as of July 15. In addition, the company offers pizza rice bowls and pizza sandwiches — also targeting single consumers — and is trying to reach out to older customers who are typically less tech savvy compared to their younger counterparts.
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