Cha-Ching! East Side Mario's Launches One Of The Biggest Contests In Canadian Casual Dining History

Budda Boom Budda Ching Features $10 Million in Prizes, Facebook Bonus Play and Endless Family Fun

Mississauga, ON – January 18, 2010 – Once known for Budda Boom Budda Bing, for the next three months East Side Mario's will be known for "Cha-Ching" as it launched today one of the biggest contests in Canadian casual dining history. Budda Boom Budda Ching is an exciting, fun contest featuring $10 million in prizes, guaranteeing every cheque comes with a prize, and an opportunity for all guests to get a bonus play through East Side Mario's Facebook fan page. The promotion runs from January 18th to March 28th.

"From the minute our guests enter one of our restaurants to the time they leave we want to ensure they are having a great time and enjoying real value," says Dan Benoit, Director of Marketing for East Side Mario's. "With Budda Boom Budda Ching we've added some 'Cha-Ching' to the East Side Mario's experience. Along with the great food and value our guests enjoy each time they visit East Side Mario's, while the contest is running, they will also be rewarded with some fantastic prizes."

Budda Boom Budda Ching features a variety of family-oriented prizes including 25 trips, 3 Dodge Caravans, 100 Sony TVs and thousands of Gift Cards and rewards from partners like Cineplex, HBC and iCoke. When the cheque comes at the end of the meal, guests discover what they have won. The minimum prize is a free appetizer or dessert.

But the winning doesn't stop when guests leave the restaurant. East Side Mario's has extended the Budda Boom Budda Ching fun and winning online. In addition to a prize, each cheque includes a bonus PIN that guests can use to play again online at www.eastsidemarios.com. Every guest who plays online will be invited to become a fan of East Side Mario's Facebook page. New fans will also be given a bonus PIN giving them yet another chance to win. Fans are offered the opportunity to post a note about the prize they won on their Facebook wall, where their online friends will have a chance to click to become a fan of East Side Mario's and win a prize through Budda Boom Budda Ching too.

"Everyone loves to win, but most contests have a limited number of winners," says Benoit. "We value each and every one of our guests so we created a contest which would let all of them experience the thrill of winning. We're particularly excited about giving fans an opportunity to win through our Facebook page because, as far as we know, it is the first time a national Casual Dining Restaurant in Canada has ever run a contest with an online bonus like this."

Contest excitement builds as soon as guests step inside their local East Side Mario's. The restaurants have been transformed with floor decals, menu covers, table talkers, server buttons, bathroom frames and mirror decals. Each piece reminds guests they are a winner. For example, when a guest looks in the bathroom mirror, they will see themselves in a fun frame that says "Hello winner."

In 10 locations in the GTA, East Side Mario's is testing a Win Zone featuring a kiosk where guests can enter a PIN to discover their prize. Bells and Whistles sound each time a large prize is awarded. Winning guests then call a 1-800 number to redeem the prize. Coupons are printed immediately for guests who win food prizes.

Kids Eat Free – Monday - Wednesday
In addition to the prizes that can be won, East Side Mario's is offering families even greater value. From Monday through Wednesday kids under the age of 10 eat free off the Bambini Menu with the purchase of an adult entrée.

East Side Mario's is supporting Budda Boom Budda Ching with a 10 week radio promotion in cites from St. John's Newfoundland to Vancouver, B.C.. Budda Boom Budda Ching was created with support from East Side Mario's marketing partners, including creative design and production by Endeavour Marketing, experiential marketing by Endo Networks, media planning and buying by Ron Christie Communications, and public relations by Cowan & Company.

About East Side Mario's
East Side Mario's, a Prime Restaurants of Canada Inc. brand, has been providing guests with a "Little Italy" experience since 1988. With more than 100 locations across Canada serving approximately 280,000 guests each week, the East Side Mario's brand is well recognized as the place to relax and enjoy good times and great food with friends and family. Known as a place where eating and celebrating meet, East Side Mario's features Italian and guest favourites such as Sizzling Calamari Al Diavolo, Tuscan Chicken Salad, Seafood Linguine and a selection of tantalizing pizzas. For more information, visit www.eastsidemarios.com

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Media Contact:
For more information, or to schedule an interview with an East Side Mario’s spokesperson, please contact
Katherine Clark, Cowan & Company
416-462-8773 ext. 22 or
katherine.clark@cowanandcompany.net