Ali Baba's new ultimate pockets
QSR Media finds out more about this new product, part of the revitalisation strategy for Ali Baba. Dominic Cain, their National Operations Manager talks to QSR Media.
QSR Media: How did you arrive at the $4.95 price point?
Dominic: Not only does Ultimate Pockets provide our customers with a healthy food option but it’s also great value for money. We wanted to produce a versatile product that could be eaten either as a snack or as part of a full meal, the price point reflects our thinking. We are very conscious of the price expectations of today’s consumer and are putting a lot of work into providing our customers with more value-driven options.
QSR Media: Why have you decided on a social media campaign to raise awareness of the new product line?
Dominic: An increasing number of our customers are active in the online space and social media in particular allows us to interact with them. The product is fun and we wanted a campaign that reinforces this – ‘pocketing’ resonates with our customers and most importantly links back to the product.
QSR Media: This range is targeted at the young, value driven demographic, is this a new strategy for Ali Baba?
Dominic: Kebabs are ultimately a fun, convenient and value for money product, so it has natural appeal to a younger demographic. This is also another step in our brand reinvigoration strategy. We are continuing to look at more products that people can’t get from their average corner kebab shop.
QSR Media: What is your expectation of the range from a sales point of view?
Dominic: We’ve already trialled the product at selected stores across NSW, QLD, VIC and ACT with great success, the first week in-store has also exceeded our expectations. Our aim is for pockets to make up 5% of our total sales.
