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Food for fun

ASK THE question `hungry kya' and Domino's is probably the first thing that comes to mind. However after the advertisement campaign became a synonym for pizza, Domino's hopes to answer the question in more ways than one. Following the "huge success" of its garlic bread, the American brand is launching its new product Cinnastix in tandem with its 7th year anniversary in India. "Pester power, casual fun and need for convenience" is what they are going to continue capitalising on says Arvind Nair, Managing Director of Domino's.

"Garlic bread was a phenomenal success in India. Here people want something very hot and fragrant which is what we are offering with this product also," says Nair. Cinnastix are baked breadsticks made from fresh dough, drenched in white butter and drizzled with sugar and cinnamon powder, which is supposed to be the linchpin of the product. It is available with an apple dip that is slightly sweet as well as sour. The fragrance of the product makes the entire dish worthwhile. An ideal side dish since it is quite light, it is also being eaten as dessert. Free with a large pizza, the product is priced at Rs.29 with a medium pizza.

But the good news is followed by some more good news. Domino's also has some expansion plans up its sleeve. "We are going to open five more outlets shortly, but mostly in the metros, as people have larger disposable incomes," says Nair.

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