PRESS RELEASES

May 2007- Mississauga, ON

EXTREME PITA ROLLS OUT CONVENIENT, HEALTHY DINING IN LAS VEGAS

Booming Canadian Franchise Targets Nevada for “Extreme” Expansion

Read full article in the Las Vegas Review Journal.

Mississauga, ON (May23, 2007) – Continuing to prove pita bread has moved beyond the ethnic food aisles of neighborhood supermarkets, Canadian quick serve franchise Extreme Pita announces the opening of its newest restaurant located in the Meadows Mall in Las Vegas. The grand opening is part of an aggressive expansion initiative in the region that calls for a total of 25-30 area restaurants in the next five years.
 
The expansion into Las Vegas is part of a nationwide growth plan that calls for an additional 160 new restaurants by the end of 2008. Currently, Extreme Pita has 20 locations operating across the United States and is targeting Nevada, Arizona, California, Texas and New York for expansion.
 
“We’re excited about bringing our fresh and healthy pitas to Las Vegas as the latest challenger to the much-maligned burger,” said Alex Rechichi, co-founder and president of Extreme Pita. “We look forward to building upon our success in other markets across the country, feeding the local appetite and answering the call for healthful quick serve alternatives.”
 
Positioned in a niche between monster fast food outlets and fast casual dining environments, Extreme Pita continues to offer increasingly busy Americans convenience and value with its fresh, nutritious and large selection of pita sandwiches. Committed to creating a unique product bursting with healthy ingredients, the booming brand customizes every rolled pita to suit the individual tastes of its health conscious customers.
 
SKR & Associates, LLC has acquired the area development rights for Extreme Pita in Nevada. Partners Suki Sodhi, Marty Kupper and Joe Roth will develop the entire region, including Las Vegas, Henderson and Summerlin. Suki, a former franchisee with Quizno’s and co-founder of Strategic Franchise Development Group, a full-service franchise consulting company, will own and operate the area’s first restaurant. The Las Vegas restaurant is the first food court location in the United States for Extreme Pita. 
 
“Extreme Pita continues to expand its brand in markets all across the country,” Rechichi added. “We are very pleased to be working with SKR & Associates in developing the brand in the local market and building upon our already strong history and loyal customer base.”
 
The fast food landscape continues to evolve, and one of the most dynamic segments within the Quick Serve Restaurants (QSR) market continues to be the growth in sandwiches, subs and wraps. According to the National Restaurant Association's 2007 Restaurant Industry Forecast, Quick Service Restaurants are projected to register sales of $150.1 billion in 2007, an increase of 5.1 percent over 2006.
 
A Menu For Success
The changing marketplace presents a great growth opportunity for the Extreme Pita brand with fast food hamburger and sub shops over saturating the industry. Unlike traditional fast food restaurants and sub shops, Extreme Pita does not offer foot-long loaves of bread with just the typical options for filling. Instead, they offer a 2,000-year-old traditional bread staple – the pita. Highly nutritious and versatile, pita is thin and strong enough to be packed with a variety of fillings. Extreme Pita features a “no rules” menu and can customize every rolled pita to suit the individual tastes of its health-conscious customers. Only offering non-processed cheeses, meats, and sauces, all pitas are served fresh or sautéed right in front of the customer.

Popular menu items include the Greek Chicken Colossus, Extreme Club (turkey, ham and real bacon), Philly Cheese Steak, Grilled Chicken, Chicken Caesar, and Falafel, and are affordable and convenient for all age groups, with a regular-sized pita priced from $4.29 to $6.99. In addition to a pita sandwich menu, Extreme Pita offers a variety of flat baked pitas, fresh salads, soups, drinks, catering services, and a kids menu. In addition, detailed nutritional information is available on the Extreme Pita website and in the restaurants, so that diners can make informed decisions and feel good about what they’re eating.

Read full article at the Las Vegas Review Journal.

About Extreme Pita

Extreme Pita was co-founded by Alex and Mark Rechichi in 1997. Their desire was to provide a product that would compete against traditional fast food concepts. Right from the start their idea was simple – sell fresh and healthy food. After a great deal of research and experimenting, Extreme Pita became the answer to this quest. Today the company boasts more than 200 locations in North America and is experiencing a double digit growth rate. For more information on Extreme Pita, visit www.extremepita.com.

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