Pizza Pizza opens its first two traditional restaurants in Montreal - Montreal market is the cornerstone of Pizza Pizza's business plan in 2008

    MONTREAL, Jan. 22 /CNW Telbec/ - Pizza Pizza Limited, a leader in the
quick-service restaurant industry, is ringing in 2008 by officially opening
its first two restaurants in the Montreal market. The new restaurants, in the
Notre-Dame-de-Grâce borough of the city, are part of Pizza Pizza's concerted
expansion in the province, which plans to open additional franchises, both on
and off the island of Montreal, by year's end.
    Pizza Pizza, the national leader in pizza delivery and slices sold,
operates more than 610 points of sale across Canada. It has been servicing the
province of Quebec for almost 20 years through its six traditional restaurants
in the Gatineau and Abitibi regions.
    Pizza Pizza has spent the past few years preparing for the arrival of
these first Montreal restaurants by investing in consumer research, local
partnerships, brand exposure and the opening of six non-traditional locations
in the Montreal area. The company has established exclusive sponsorship and
partnership agreements with the city's major professional sports teams -
Canadiens, Alouettes and Impact - and operates outlets in educational
institutions, major venues, movie theatres, and at La Ronde amusement park,
where Pizza Pizza's corporate colours adorn the famed "Spiral".
    "Building local connections and relationships is important to us at Pizza
Pizza and to our expansion plans," stated Pat Finelli, Chief Marketing
Officer. "It allows us to gather feedback from the public and generate brand
recognition while becoming a prominent player in the city and an integral part
of the landscape, the communities and local festivities. People see that we
are committed to investing in the marketplace and creating jobs. Making a
quality product and working with everybody in the community is fundamental to
our business and corporate culture."
    An industry innovator in such areas as marketing, nutrition and
technology, Pizza Pizza is also introducing some fresh and distinctive
features to better serve the Montreal market, acting on the feedback it
received from focus groups and other market research.
    "From its inception in 1967, Pizza Pizza has always pledged to listen to
its customers and be very proactive in terms of product and industry
innovations," said Mr. Finelli, who has been with the company for almost
25 years. "This has allowed us to introduce a variety of menu choices and
effectively respond to the needs of a growing and diversified customer base."

    Pizza Pizza's evolution as a major force in the pizza industry has been
marked by such innovations as the first one-number system for telephone
orders, with a unique jingle to go with it, and the first computerized
order-taking system. Among its many menu innovations are the introduction of
healthier lifestyle options that include whole-wheat multi-grain dough and the
elimination of industrially added trans fats from all menu items.
    Pizza Pizza pays royalties on top-line system sales to Pizza Pizza
Royalty Income Fund, which is a publicly traded company (PZA.UN), and has
annual sales exceeding $425 million. Pizza Pizza expanded its Western Canada
operations in 2007 with the purchase of 48 "Pizza 73" restaurants. In addition
to the Quebec expansion, the company is continuing efforts in 2008 to extend
its business operations through non-traditional sites and organic growth in
communities throughout the country.

For further information:

For further information: Julie Tremblay, Torchia Communications, (514)
288-8290, ext. 214,; François Légaré, Torchia
Communications, (514) 288-8290, ext. 222,

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