M.B.
10 years ago I used to work there. They are really just plain bread and then as soon as they are baked you brush them with olive oil that has garlic powder and salt in it, then they sprinkle it a bit with that powdery parmesan cheese. Sometimes you'll get a bread stick that wasn't brushed all the way- and it tastes pretty darn bland. I also had some customers that were privy to this and actually requested the bread sticks plain to lower their salt intake.
I think you would do well with any plain white bread roll recipe, and then just put the olive oil, garlic powder, salt and cheese- just a little cheese, however, and you would do well:)