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Domino’s to Target Kids with ‘Juniors Joybox’

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QSR chain Domino’s plans to launch Juniors Joybox this week targeting the kids meals space in India according to a leading daily. The move is being seen as an initiative for a head on clash with its competitor McDonald’s which has the concept of Happy Meals for the younger lot.

The kids-only meal, meant for driving sales, will come in boxes priced lower than McDonald’s Happy Meals at Rs 99 and accompanied with a toy, said the report.

Being positioned as the ‘complete meal’ for kids by Domino’s, Juniors Joybox will include garlic bread sticks, juice, vegetable toppings on pizza slices, custard dessert, and a toy. The fries and soft drinks have purposely been avoided to keep away from any controversial health related issues.

In a recent interaction with the leading daily, Richard Allison, Executive VP, Domino’s International, stated that by end of 2014, India is likely to be the largest market for Domino’s outside US.

The pizza chain currently has around 700 outlets in the country as compared to 770 in the UK.

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