CICI'S PIZZA LAUNCHES CHILD SAFETY HALLOWEEN PROGRAM

Tom Koenigsberg, Chief Marketing Officer for CiCi’s Pizza, announces CiCi’s first consumer promotion focused on kids and Halloween safety. “Get Some Goodies. A Week Before Your Friends Do.” will launch system-wide on Monday, October 25, 2004. The program offers a free Halloween safety pack to all kids who visit CiCi’s Pizza during Halloween week from Monday, October 25, 2004 until Sunday, October 31, 2004.

Kids who visit CiCi’s will receive a Halloween safety pack which includes a safety checklist, a glow in the dark bracelet and coupons for free pizza and drinks, packaged in a reusable trick or treat bag. The promotion will be supported with on-line advertising and in-store POP and tray liners. CiCi’s Pizza is also hosting a costume “dress rehearsal” which encourages kids to model their costumes at CiCi’s the week leading up to Halloween. The promotion culminates on Halloween, Sunday, October 31, 2004, with an official costume contest at 4:00 p.m. in each participating CiCi’s restaurant. Winners will receive a pizza party. Special to-go offers will also be offered on Sunday, October 31, 2004 at participating CiCi’s Pizza restaurants and in-store guests will be treated to complimentary Halloween desserts.

“At CiCi’s we care about kids and we wanted to provide parents and kids with an easy, safe and fun addition or alternative to the traditional festivities leading up to Halloween,” says Koenigsberg. “Plus, kids are thrilled to show off their costume in advance of Halloween and this gives parents an opportunity to “test” their children’s costumes and perhaps eliminate any potential safety issues that arise during the excitement of Halloween,” he continues. Founded in 1985, CiCi's Pizza is a family-oriented restaurant serving guests all the fresh salad, pasta, desserts and 16 kinds of pizza they want for $3.99. CiCi’s credits its continued success to the company’s philosophy of going to extraordinary lengths to make the guests feel special while providing crazy good value. CiCi’s mission then and now is to exceed each guest's expectation in food, service and cleanliness, all within their low price point. Since opening its first restaurant in Plano, Texas, CiCi’s has grown to over 500 restaurants in 23 states.

CiCi’s, a much awarded concept, is one of the Top 25 Chains by Unit Growth for 2003 according to QSR magazine’s America’s Hottest Chains report. It has also been awarded the 2004 Pizza Enterprise Industry of the Year by PMQ magazine, 2002 Pizza Chain of the Year by Pizza Today magazine, a number one rating in the pizza chain category by Restaurants & Institutions for the past two years and a top rating in the Italian restaurant category in Entrepreneur magazine’s 25th Annual Franchise 500 issue. For additional information visit www.cicispizza.com.

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