La Salsa Inks New Franchise Development Agreements in Key Markets

La Salsa Fresh Mexican Grill, a wholly owned subsidiary of Carpinteria, Calif.-based CKE Restaurants, Inc. (NYSE: CKR), has inked a series of new franchise development agreements to create 19 new La Salsa restaurant locations in the Texas, Missouri and Florida markets, announced Andy Puzder, CEO of CKE Restaurants, Inc.

Having pioneered the now-popular "fresh Mexican" genre in 1979, La Salsa has more than 100 locations nationwide and recently earned national acclaim by introducing an array of new menu items that take that segment of the restaurant industry to the next level by focusing on bold, complex flavors designed to appeal to today's increasingly sophisticated consumer. The new agreements with franchisees will enable them to open new restaurants within pre-determined and guaranteed regions in their respective markets.

"We are delighted to be partnering with such a distinguished group of entrepreneurial investors to spearhead La Salsa Fresh Mexican Grill's expansion," said Puzder. "We believe consumers in these previously untapped markets will appreciate our dedication to serving the freshest, best-tasting Mexican fare available and come to consider La Salsa one of their preferred quick-casual dining destinations."

The following franchisees are spearheading the new expansion drive: South Florida Cafes Inc., led by veteran restaurateur Steven McDowell, which will augment its two existing Florida locations with several more in the Palm Beach and Ft. Lauderdale regions; REF Holdings LLC led by Eric Farr, which will launch its first restaurant in the Jacksonville, Fl market in summer 2005; The Whole Enchilada LLC led by Michael Katz, Joe Sieve and Ed Throop, which will launch a series of new locations in the St. Louis, Mo. region beginning in summer 2005; and Caleb Wright, a culinary school graduate who had purchased two existing La Salsa locations in the Austin, Texas market before setting his sights on opening three additional locations.

Boasting a menu of traditional Mexican entrees made of high-quality ingredients, La Salsa's menu items are noted for being fresh and flavorful. Popular menu items include the Stuffed Fajita Quesadilla, which features a chipotle tortilla covered with a blend of three cheeses -- cotija, Jack and cheddar -- as well as three-pepper fajita-style vegetables, cilantro, zesty ancho chile sauce and a generous portion of marinated chicken or grilled sirloin steak; award-winning Baja-style fish tacos filled with grilled fish, cabbage, cheese, tangy Baja sauce and a squeeze of lime; and the Los Cabos Shrimp Burrito featuring grilled shrimp, Sonora sauce, fire-roasted fajita veggies, rice, cheese, cabbage, cream and avocado. Menu items range in price from $2.50 to $7.95. A children's menu and vegetarian items are also available.

La Salsa restaurants showcase a bright, energy-filled atmosphere complete with colorful tiled interiors, comfortable seating areas and exhibition-style kitchens that allow guests to view food preparation. Fresh salsa bars offering seven varieties of salsa made fresh daily are another key feature of the La Salsa dining experience.

La Salsa Fresh Mexican Grill, is a wholly owned subsidiary of CKE Restaurants, Inc. (NYSE: CKR) of Carpinteria, Calif. With more than 100 locations, La Salsa restaurants may be found throughout California, Nevada, Arizona, Indiana, Colorado, Texas, Connecticut and Florida.


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