By Arimitra Maiti, Senior Analytics Consultant

Photo by Aarón Blanco Tejedor on Unsplash

Pizza makes anything possible.

—Henry Rollins

CAUTION: This article, as well as the analysis findings, are not intended to sway any Domino’s customers. The truth underlying the observations are subject to further investigations by domain experts, and should not be interpreted as a form of slander. The data used in the study is neither personal data nor copyrighted data or something hidden behind a login.


India witnessed its first-ever nationwide lockdown from 24th March 2020 to 31st May 2020 to fight the spread of the novel coronavirus by limiting the movement of its residents. The study of this article aims at identifying the different emotions of customers in ordering pizza in India from one of the most popular pizza delivery chains called Dominos. From 128 stores in 2006 Domino’s India, the poster brand of Jubilant Foodworks reported more than 1300 stores in 2020 across the country. The study analyzed Twitter data during three different periods. The first period from 1st January 2020 to 24th March 2020 was considered as a pre-lockdown, the second period from 25th March 2020 to 31st May 2020 was considered as the lockdown period and finally, the third period from 1st January 2021 to 28th February 2021 was considered as post-lockdown. Twitter data for these three different periods were extracted using Sprinklr (licensed by IIM Ahmedabad)which is specialized in providing real-time user conversations from modern social handles. Sprinklr tool offers easy access to historical Twitter data generated by users across the globe.

The filters used in Sprinklr are “English only” language, source of data generation as “only Twitter”, and origin of data generation as “only India”. There were no explicit Twitter handles or Twitter hashtags used to extract the content across timelines, therefore it was assumed that the keyword “dominos” would represent the firm Dominos India serving pizza to customers from retail outlets or online platforms.


Figure-1 High-level approach of the analysis. (Image Source) : Image from author

The 1st column and upper half of the 2nd column are dependent on analyst efficiency and style. This approach does not proclaim to be the ideal one, because with the advent of newer concepts and techniques sentiment analysis has evolved by leaps and bound over the…

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