Costa Vida`s Twitter Promotion Creates Tsunami of Excitement

Mobile Phone Offer for Free Burrito Grows From 80 to 42,000 Messages in One Day
SALT LAKE CITY--(Business Wire)--
Costa Vida, known for its Baja-inspired, always fresh meals, sent a one-day-only
offer for a free sweet pork Big Kahuna Burrito on Feb. 17, 2009 to its 80 fans
on the social media site Twitter (@CostaVida), and within hours the virtual
coupon had been forwarded using Twitter to more than 15,000 people, with more
than an estimated 42,000 Costa Vida messages delivered that day online and
through mobile phones. Dubbed the Sweet Pork promotion, Costa Vida required
customers to have the electronic coupon on their mobile phone, which drove more
than 2,500 people to one of Costa Vida`s 21 locations for a free sweet pork
burrito.

The promotion was created as a kickoff to Costa Vida`s online community program,
designed to communicate with and reward existing members, as well as encourage
new Costa Vida fans to sign-up. Mobile phone Twitter followers of Costa Vida
jumped from 80 fans to more than 450 in one day.

"This mobile phone and social media campaign demonstrates the viral power we can
tap into with Costa Vida`s fans who love our food and are extremely loyal
because of the passion we put into everything we do," said Costa Vida CEO Nathan
Gardner. "Costa Vida`s online community creates another way for Costa Fans to
connect with our brand. Our first major Twitter initiative also helped encourage
new customers to try us - many of whom are now registered Costa Vida Fans."

The Sweet Pork Burrito promotion was designed to test the effectiveness of
leveraging social media Web sites like Twitter and Facebook in brand building
and in driving restaurant traffic. Customers responded immediately by posting
comments on Twitter about the promotion and forwarding the offer to friends via
mobile phone who also love Costa Vida. The promotion was so successful, Costa
Vida had to send multiple Twitter updates with instructions for how new Costa
Vida Fans could redeem the one-day coupon for a free sweet pork Big Kahuna
Burrito.

In addition to driving traffic and encouraging new customers to try Costa Vida,
the promotion is also proving to be successful in generating repeat business.
Brock Nyborg, whose visit to Costa Vida was his first, received the mobile Free
Pork Burrito message just before dinner, which drove him to try Costa Vida`s Big
Kahuna burrito at the Roseville, Calif. location.

"When I was at Costa Vida for the free burrito promotion, I remembered I had a
business lunch where I am presenting to 55 people next week," said Nyborg. "I
had never scheduled a lunch with Costa Vida before. My office is looking forward
to Costa Vida food next week almost as much as I am!"

Anyone can follow Costa Vida on Twitter for future Costa Vida news and
promotions by visiting www.twitter.com/costavida, and can sign-up to be a Costa
Vida Fan by visiting http://www.costavida.net/community/. Costa Vida is planning
to open a new location in American Fork, Utah in March, and Queen Creek, Arizona
in April.

ABOUT COSTA VIDA

Costa Vida is a fast casual restaurant inspired by the fresh tasting foods and
vibrant lifestyle of the Baja Peninsula. Costa Vida's food is created every day
from scratch using only hand-selected, quality ingredients. The menu offers a
variety of made-to-order items such as tacos, burritos, enchiladas, salads and
deserts. As a growing and successful brand, Costa Vida also offers exciting and
fun franchise business opportunities. For more information, visit
www.costavida.net.

Rutledge Consulting Group
Brad Rutledge, 801-824-6218
brad@rutledgeconsultinggroup.com

Copyright Business Wire 2009