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Extreme Pita tries mobile couponing in U.S.


MISSISAUGA Ontario Quick-service chain Extreme Pita, based here, has launched for its 27 U.S. units an alternative to traditional couponing in the form of digital coupons aimed at users of Web-enabled and text-message-capable cell phones and personal digital assistants, or PDAs.

The chain is offering subscribers to San Jose, Calif.-based Cellfire Inc.'s mobile couponing service a free combo meal when they order a regular-size pita and a $2 coupon off a second pita when they buy a regular pita and drink. Consumers can receive the Extreme Pita discounts at or by texting "pita" to 22888.

"After using traditional media for most of our sales promotions in the past, mobile marketing was a new area we wanted to look into," said Scott Grandin, vice president of marketing for the 200-plus-unit chain.

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