- 1 February, 2006 -

While many restaurant chains continue to add "low fat" and "low carb" items to their menus in an effort to meet growing consumer demand, The Extreme Pita is setting a new bar in convenient healthy dining. As a concept that has offered only fresh and healthy foods since opening their doors eight years ago, the Canadian quick serve franchise is reshaping the landscape of healthy dining and bringing their nutritiously balanced menu to the Texas market including Dallas, Fort Worth, Plano, Houston and San Antonio. Company plans call for eight area restaurants in the next 18 months. Started by Alex and Mark Rechichi in 1997, the two brothers sought to cre?ate a brand that would compete against traditional fast food concepts. Best known for its fast, fresh, nutritious and large selection of pita sandwiches. The Extreme Pita has uniquely positioned itself in a niche between monster fast food outlets and mom-and-pop healthy eating restaurants. "We're excited about bringing our fast, fresh and healthy pitas to the Texas market," said Alex Rechichi, president of the company. "We look forward to feeding the local appetite and answering the call for healthful quick serve alternatives." The fast food landscape continues to evolve and one of the most dynam?ic segment, within the Quick Serve Restaurants (QSR) market continues to be the growth in sandwiches, subs and wraps. According to the National Restaurant Association's 2005 Restaurant Industry Forecast. Quick Service Restaurants are projected to register sales of $134.2 billion in 2005. "Rarely do brands go south of the border. Usually, we see U.S. brands and concepts come up north," Rechichi added. "We've already begun our successful crossover and are confident that our concept is in a position for high demand and growth in the U.S." Today, The Extreme Pita boasts 152 locations in North America and is growing at an industry leading double-digit growth rate. Becoming one of the most successful franchise operations in North America. The Extreme Pita is being gobbled up by customers throughout Canada. Already there are seven locations operating in the U.S. and projections call for 180 by the end of 2008, including locations in Arizona, California, Nevada and New England. The changing marketplace presents a great growth opportunity for The Extreme Pita brand with fast food ham?burger and sub shops over saturating the industry. Unlike traditional fast food restaurants and sub shops. The 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 bread is thin and strong enough to be packed with a variety of fillings. The 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 served fresh or saut?ed 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 conven?ient for all age groups, with regular sized pitas priced from $4.29 to $6.99. In addition to a pita sandwich menu, The Extreme Pita offers a variety of flat baked pitas, fresh salads, soups, drinks, catering services, and a kids menu. In addition, detailed nutritional informa?tion is available on The Extreme Pita website, so that diners can make informed decisions and feel good about what they're eating.

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