North Vancouver, B.c - 1 May, 2002 -

Ricky's All Day Grill opens its 50th location in Western Canada on Monday, May 27th, with the arrival of Ricky's new Urban Diner in the Lonsdale neighbourhood of North Vancouver. This newest Ricky's features 76 seats and a design that is reminiscent of the classic diners of the 30's and ‘40's. Ricky's All Day Grill now boasts not one or two, but three versions of the Ricky's brand; the Full Size/Free-Standing model, the Limited Edition or compact model, featuring 90 to 100 seats, and the new Urban Diner ("the sports car", especially designed for high walk-by traffic in decidedly urban areas). Ricky's approach to market domination in the family/casual segment will be to offer a size and price range to suit any potential franchisee. The various options also make it easy for current operators to own a second restaurant. Since Ricky's began its extensive re-enhancement program nearly 4 years ago, the brand has undergone many changes; from a Corporate Management restructuring to new restaurant designs and a multi-version menu plan. Most significantly, the strategic plan has been to achieve market dominance by developing and franchising 3 viable versions of the brand. The latest entry, featured proudly at 20th and Lonsdale in North Vancouver, is the stunning arte-deco stylized Urban Diner. The business model for the Diner features a high R.O.I within 2000 square feet and projected sales of 700-900 k per year, the efficient size means that labour costs are lower, and the Diner can be put up for approximately $325,000.00, including franchise fees. President Frank Di Benedetto has been dreaming of and planning for the Urban Diner for years. Frank has taken a lifelong obsession with diners' to a new plateau: urban neighbourhoods. With a retro-modern design package, the Urban Diner is the best interpretation of what everybody remembers and loves about diners " right down to the mosaic floors, comfy booth seating and jukebox music " says Frank and he ads, "the finishes are exquisite." Brenda Williams, Vice President and Director of Marketing adds, "and the attitude is fresh; the Diner dishes up "fast courteous service" from a menu of breakfast favourites like Eggs Benny, Omelettes, Waffles and Famous Buttermilk Pancakes, to juicy 6oz. Chuck burgers to Home-style dinner favourites like Roast turkey and beef. We've selectively reduced the total number of menu items to make not only selecting quicker and easier, but the speed of delivery will be positively impacted, too." Dedicated to being your favourite neighbourhood restaurant, Ricky's Urban Diner stands behind its promise to deliver a delicious affordable dining adventure along with famous food and fast, courteous, service. Ricky's supports The Harvest Project; a privately funded, basic needs and life skills centre who's mission is to help break the poverty cycle by providing a hand up, not a hand out. The Harvest Project works specifically with those in our community who want to help themselves and are actively seeking solutions, tools and support as they work through a transitional period in their lives. For more information, or to arrange interviews, please contact: Brenda Williams, Vice President, Director of Marketing PH: 604-760-7670 FX: 604-597-8874 201 ? 7565 132nd Street, Surrey, BC. V3W 1K5

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