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Melbourne, Australia

Ali Baba franchise diversifies product range

Australian Franchise News – 26-04-12


Australian-owned quick service restaurant, Ali Baba, is diversifying its extensive product range with the launch of Ultimate Pockets – a hot food product uniquely positioned as both healthy and convenient.

Launched nationally on 19th April, Ultimate Pockets contain less than 2000KJ per serve and offer customers a choice between ’original falafel’ and ‘grilled chicken’. The Ultimate Pocket is competitively priced at $4.95.

The Ultimate Pocket range has been developed in the company’s World Class Executive Kitchen by a team of experienced chefs and under the guidance of an in-house dietician.
Driven by customer feedback and extensive market research, Ultimate Pockets provide an opportunity for Ali Baba diversify its existing product range to target a younger, value-driven demographic. The product offers a healthy and convenient meal ‘on the go’.

Product trials have proven successful at eight key store locations for a period of one month.
Dominic Cain, National Operations Manager for Ali Baba, says “Not only are we excited to be diversifying our range with a really good product, but it has been developed as a direct response to the feedback provided by our customers.

“The product really delivers in terms of taste and balanced nutrition; it also fits into the busy lifestyle of our customers. The consumer research and product trials have proven a roaring success so we cannot wait to launch this across our other Australian outlets”, continues Mr Cain.

To promote the new product launch, the brand has engaged Social Heart Media to execute an interactive social media campaign. The campaign will consist of a video mini-series which showcases individuals turning their pockets out at iconic locations across the nation, such as Bondi Beach, the Opera House and Centre Point tower. For a chance to win a $2,000 cash prize, fans are required to “Guess what’s in the pocket?”, as well as being encouraged to upload user generated content.