Pizza Patron Adds Wallet-Friendly 'Amigo Pizza' to Menu

Nation's #1 Latino Pizza Brand Ups the Ante in the Pizza Segment

DALLAS, Jan. 28 /PRNewswire/ -- Pizza Patron, the premier Latino pizza brand,
rolled out its new AMIGO PIZZA(TM) in all of its restaurants nationwide. For
the first time in the company's 22 year history, they are offering a 12-inch
medium pizza as an alternative to their signature 15-inch X-Large pie.

The AMIGO PIZZA(TM) was launched under the banner "Un Amigo para Todos" (an
Amigo for everyone) with a campaign featuring three distinct "Choose Your
Amigo" value options - one-topping $4, two or three toppings $5 and specialty
pizzas for only $6 each. The new product compliments the company's existing
everyday pricing structure and underscores its straight-forward approach to
transacting with guests.

"Our customer base has been hit particularly hard by the current economic
conditions, often forcing a choice between filling the gas tank or treating
the family to pizza," said Andrew Gamm, director of Brand Development for
Pizza Patron. "The addition of AMIGO PIZZAS(TM) to the menu helps us
reinforce our commitment of keeping 'Mas Pizza' for 'Menos Dinero' accessible
to as many people as possible."

Pizza Patron is marketing the new product utilizing point-of-sale displays and
targeted direct-to-home advertising in the neighborhoods surrounding each
store. The launch initiative also promotes a THREE AMIGOS MEAL DEAL which
includes three 1-topping AMIGO PIZZAS(TM), a 5-piece order of BreadStix(TM)
and a 2-Liter Pepsi(R) product for only $15 every day.

"For 23 years we have been known for having one size pizza and great value,"
said Antonio Swad, founder of Pizza Patron Inc. "Now we have two sizes, and
the value is even more incredible."

Pizza Patron has been credited with creating the country's first chain of
Latino-Hispano focused restaurants, where traditional American-style pizza is
served in a distinctly Latin environment. The company currently operates
nearly 90 stores in six states and plans to have 750 stores nationwide within
a decade.

It also plans to expand development of its Quick Service Pizza(TM) (QSP(TM))
model which brings the convenience of fast-food to the pizza segment. Each
QSP(TM) location features three distinct points of service for customers -- a
drive-thru order menu with pick-up window, a walk-up order window, and a
colorful lobby strategically developed with a warm, food-centric retail
environment.

About Pizza Patron - Pizza Patron was founded by Antonio Swad in 1986. Since
franchising began in March 2003, the brand has grown from four locations in
Dallas to 84 locations in six states, with more than 40 additional stores
under development. Pizza Patron features festive, Latin-influenced pizza
stores that are community-based in Spanish-speaking or predominately Hispanic
neighborhoods. Since 2006, Pizza Patron has expanded its menu to include new
items such as Patron Dippers(TM), Fiesta Wings(TM), BreadStix(TM),
QuesoStix(TM) and ChurroStix(TM). Additionally, they successfully rolled-out
their LISTA-NOW READY(TM) pizza program nationally. The carry-out pizza chain
also features a variety of different store models including DINE-IN,
RAPIDITO(TM) (airports/malls), TIENDITA(TM) (portable mini-store extension)
and their QSP(TM) (Quick Service Pizza) concept. All pizza dough is made
fresh throughout the evening; no preservatives are added or needed. The sauce
is prepared fresh in the stores from crushed Roma tomatoes and marinated with
a secret blend of herbs and spices. Only 100% mozzarella cheese is used on
all pizzas. X-Large pizzas are offered at prices as low as $6 for cheese and
one topping and $4 for the same medium AMIGO PIZZA(TM). An X-Large 'La
Patrona' deluxe pizza with everything is priced as low as $8.

For more information, visit http://www.pizzapatron.com/.

SOURCE Pizza Patron

Sandy Bell of S. Bell, Inc., +1-972-934-2850, ext. 106, fax, +1-972--934-2870,
sandybell@sbellinc.com, for Pizza Patron