The Hindu Business Line : Domino's launches `sweet side-order'

That's Cinna Stix the latest on the menu of Domino's Pizza, which the pizzeria has decided to treat desi denizens to after its success in the international market.

For months now, the management has been busy sending out flyers, conducting ground events and singling out clients to test-taste the "sweet side-order." And over hundreds of trial tastes it was finally time to let other pizza patrons and the larger public on the secret.

Mr Rakshit Hargave, Chief - Marketing, Domino's Pizza India Ltd, makes it clear from the outset that it is not a dessert, though it is the only baked, sweet item among the variety of pizzas that crowd the menu.

"There are a lot of people who begin their meal with Cinna Stix. We have found that that is the first thing to disappear from the table," says Ms Kerri-anne Wane, Chief of Operations.

While the discerning customer might have a hard time deciding whether Cinna Stix fits in to the dessert category, there is optimism that sales will soar. Mr Hargave recounts the feedback they have received so far and is sure of that increasing once sales start rolling. Plus the aggressive advertising agenda that is under way. Part of the strategy is also an SMS deal, for which Domino's had tied up with Mobile To Win, where you SMS the number DOM 8558, upon which you get a sort of fun quiz. You then choose your correct answer and if it is right then you have a whole load of goodies heaped on to you.

Domino's is now redoubling its efforts in the South, particularly in Chennai. Here is a sampling of what is to come: competitive pricing and a whole new regional ad-campaign, for larger appeal. The confusion caused by the conditional access system in Chennai has prompted the company to go in for regional advertisements. Apart from that, Mr Hargave also sees "great latent potential in Chennai and Chennai is more an investment rather than a mere sales-spinner".

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