Guesstimate 1: Estimate the number of pizzas that the Domino's Pizza branch in Kozhikode

City delivers, both on site and home delivery per day.

Onsite:
Lets say the store opens at 11:00 am and remains open till 11.00 pm.
Total working hours (in shifts) in a day = 12 hours
Average time to prepare a pizza = 9-11 minutes = 10 mins
Assuming that Kozhikode outlet has 3 ovens (so 3 pizzas can be simultaneously baked)
Let peak time = 1pm to 4 pm and 7pm to 10 pm in Kozhikode (6 hours)
Average number of customers per hour in peak time = 3 families + individuals = 20 (12+8) customers
Family of 4 takes 2 medium cheese bursts and regulars take a regular pizza = 6+8 = 14 pizzas (which
takes 140 mins and can be made within 1 hour due to 3 ovens assumption)
Thus total number of pizza in peak time = 14*6 = 84 pizza
Total number of pizza in non peak time = lets say 30% of 84 = 25 pizza
Thus number of pizza daily = 110 pizza
Home delivery
The same 3 ovens must also cater to the home delivery requests
Assuming peak time remains almost same for home delivery as well.
In peak time assuming it receives an order (phone +net) every 6 mins = 10 orders per hour
Assuming more medium sized pizzas are delivered, lets say 8 medium + 12 regular = 20 pizzas
Total pizza in peak time = 20*6 = 120 pizza
Total pizza in non peak time = 50% of peak (% is higher as people would still prefer sitting back at
home and ordering as compared to coming to the store during non peak hours) = 60 pizza
Total number of pizza = 180
Thus, net 300 pizza daily.
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Guesstimate 1:
Estimate the number of pizzas that the Domino's Pizza branch in Kozhikode City delivers, both
on site and home delivery per day.
Population of Kozhikode = 20,00,000
Target population:: Age 10 to 45 (60% of the population)= 12,00,000
A Branch has typical 35-40 seating capacity.

A medium size pizza can be shared by 2 people.

Dine in
Weekend
Maxium capacity:: 40 seats = 20 medium size pizza
Optimum capacity:: 40*.5= 10 medium size pizza
Weekday
Maxium capacity:: 40*.5 seats = 10 medium size pizza
Optimum capacity:: 40*.25= 5 medium size pizza
Take away::
Weekday
A branch has, on an average, 4 motorcycle for home delivery.
Time taken for one delivery = 1 hour
Trips that can be made in a day = 5 to 6
Maxium capacity = 6*2= 12 trips
One trip on an avg cater to 4 people = 2 medium size pizza
12*2= 24 pizza
Optimum capacity = 5*1=5 trips
One trip on an avg cater to 4 people = 2 medium size pizza
5*2= 10 pizza
Weekend
A branch has, on an average, 4 motorcycle for home delivery.
Time taken for one delivery = 1 hour
Trips that can be made in a day = 5 to 6
Maxium capacity = 6*4=24 trips
One trip on an avg cater to 4 people = 2 medium size pizza
24*2= 48 pizza
Optimum capacity = 5*2=10 trips
One trip on an avg cater to 4 people = 2 medium size pizza
10*2= 20 pizza
Sales:
Cost of one medium size pizza is = 300
Weekend:
Maximum: 68 pizza
Sales = 20400

Optimum: 34 pizza
Sales = 10200
Weekday:
Maximum: 34 pizza
Sales = 10200
Optimum: 15 pizza
Sales= 4500
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Guesstimate 1:
Estimate the number of pizzas that the Domino's Pizza branch in Kozhikode City delivers, both on
site and home delivery per day.
Kozhikode is comparatively a smaller Indian city with population density of about 3400 people per
square kilometre.
Assuming Dominoes has only one store in Kozhikode and is very much in demand.
And it usually reaches to an area of about 5 square kilometre radius from its outlet, give the proximity
and feasibility of delivery for home-orders. Hence the no. of people it can reach out to is about 17,000 on
a daily basis.
Now out of this chunk of reachable population, lets find out how many actually consume pizzas.
Again assuming that around 65 % of the population in Kozhikode is young (less than 35 years of age and
greater than infancy say 6 years) who would prefer having pizzas as a substitute food.
Again majority in the age-group of 15-25 years will have a strong inclination towards pizzas as
compared to the rest of the target group.
Therefore estimated target group is around 65 % of 17k ie around 11,000.
Now of this 11,000 people, not all would consume pizza on a daily basis. Assuming on an optimistic
note that 1/10th of 11k target population have pizzas regularly(or say on a daily basis), then the daily sales
target reduces to around 1,100 people. This figure is a mobile one, considering there is NOT any fixed
population of this size who consumes pizzas daily; rather a floating daily population of approximately this
size who either comes in and goes out or orders from their respective homes.
Now optimistically about 1/5th of 1,100 people might order for more than one pizza. Assuming 1/5 th
order 2 pizzas on an average and the remaining 4/5 th order only one. Then approximate sales of pizzas
on a daily basis = 220*2 + 880 = 1320 daily no of pizzas. This figure is representative of all orders
placed on a single day on an average including on floor orders plus the shipped ones to homes.