Prime Restaurants Wins Big at the 16th Annual Frankie Awards

Mississauga, ON – May 11, 2009 – Prime Restaurants of Canada was one of the big winners at the Canadian Franchise Association's (CFA) 16th Annual Frankie Awards last week. Prime brands Casey's Grill Bar and Prime Pubs won a combined five awards, including two Gold Frankies, recognizing the company for its leading advertising creative.

"Knowing how important it is to arm our franchisees with the best tools for success, Prime always strives to create attention grabbing marketing programs that are sales driven and yet still engaging and fun," says Grant Cobb, Senior Vice President of Prime Restaurants' Casey's Grill Bar and Prime Pubs brands. "We are delighted we have been recognized again this year by the CFA as one of the top marketers in Canadian franchising."

The Frankie Awards are presented annually by the Canadian Franchise Association to recognize outstanding marketing campaigns in the Canadian franchise industry. Judges assess entrants on clarity of message, originality of concept, effective use of medium, quality of execution and overall presentation. The top three in each category win gold, silver and bronze awards. The gold winner is presented with a Frankie Award statuette and certificate. Silver and bronze winners receive Frankie Award certificates.

Prime brands received Frankie awards for the following campaigns created by its Agency of Record, John St.:

Gold Frankie for Prime Pubs 'Two Pint Friday' for best Point of Purchase campaign
Gold Frankie for Prime Pubs' '2 Pint Friday' campaign for best Newspaper Advertising
Silver Frankie for Prime Pubs' 'Fall Plat du Jour' 'campaign for best Newspaper Advertising
Bronze Frankie for Prime Pubs' 'Keith's Kitchen Party Wednesday' campaign for best Newspaper Advertising
Bronze Frankie for Casey's 'Order Up Some Summer' campaign for best Media Campaign

For images of the winning campaigns visit.

http://www.cfa.ca/Events/Frankies/09winners/NewspaperAd.aspx
http://www.cfa.ca/Events/Frankies/09winners/POP.aspx
http://www.cfa.ca/Events/Frankies/09winners/MediaCampaign.aspx

Frankie Award entries are submitted by franchisors, advertising agencies and franchising support service providers across Canada. 193 entries were reviewed by a panel of judges among the top professionals in the fields of creative, production and marketing. The entries were judged on clarity of message, originality of concept, effective use of medium, quality of execution, and overall presentation.

About the Canadian Franchise Association
With almost 500 corporate members nation-wide, representing many of Canada's best-known brands, the Canadian Franchise Association is the National Voice for Canadian Franchising and works with all levels of government to ensure the development of industry-made solutions. CFA promotes ethical franchising and educates Canadians about franchising, specific franchise opportunities and proper due diligence through its many events, programs and publications. For more information, visit www.cfa.ca.

About Casey's Grill Bar
Casey's Grill Bar, a Prime Restaurants of Canada Inc. brand, is a franchised restaurant chain specializing in the casual dining sector. Established more than 28 years ago, the chain currently has 35 restaurants in Ontario and Québec. Casey's restaurant offers a contemporary dining experience with a variety of fresh, high-quality international cuisine and old favourites known as Casey's Classics including Casey's Classic Back Ribs, Casey's Classic Chicken Wings and Casey's Classic Bloody Caesar. Casey's features casual dining prices in an environment that offers the perfect balance of comfort, style and energy. Visit www.caseysbarandgrill.com for more information.

About Prime Pubs
Prime Pubs is a family of 13 authentic Irish pubs operating under the trade-marks of Fionn MacCool's, D'Arcy McGee's, Paddy Flaherty's and Tir nan Óg. Prime Pubs serve traditional Irish fare made from authentic recipes that have been developed over generations as well as a selection of contemporary favourites. Interiors of Prime Pubs offer a warm and friendly environment and many pubs feature furnishings that have been imported directly from Ireland. For more information visit www.primepubs.com.

About Prime Restaurants of Canada Inc.
Prime Restaurants of Canada Inc. operates and franchises a diversified portfolio of leading brands of casual dining restaurants and premium pubs across Canada under such trade-marks as: "East Side Mario's," "Casey's," "Fionn MacCool's," "D'Arcy McGee's," "Paddy Flaherty's," "Tir nan Óg," "Bier Markt" and "Pat & Mario's."

Prime Restaurants Royalty Income Fund is listed on the Toronto Stock Exchange under the symbol EAT.UN. Visit www.primerestaurants.com for more information.

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Media Contact:
Cathy Cowan, Cowan & Company
416-462-8773 ext. 11 or
cathy@cowanandcompany.net