SOURCE: Shari's Restaurants

October 24, 2006 19:25 ET

New Arösta Coffee Brews Up Choice at Shari's

BEAVERTON, OR -- (MARKET WIRE) -- October 24, 2006 -- Shari's Restaurants introduce premium Arösta Coffee to all 98 locations of the 24-hour chain. This introduction breaks new ground for the Family Dining category by offering a choice of blends to coffee drinking customers.

"As a Northwest company, we have guests who are very educated and opinionated about coffee," explains Larry Curtis, Shari's President and CEO. "It's clear that you can't please everyone with a single blend anymore. We're proud to be able to introduce a choice of blends at Shari's of coffee that truly is down to earth great coffee."

Shari's Arösta coffee features 100% Arabica beans with a choice of blends. Traditional Roast is a medium blend that provides a smooth mild taste. For coffee drinkers who prefer a stronger flavor, Barista Bold offers a full-bodied dark roast. Shari's also offers a medium blend decaffeinated coffee with Traditional Decaf. All Arösta coffee blends include beans purchased from Rainforest Alliance Certified Farms to support sustainable farming practices.

The Arösta coffee rollout includes changes to all aspects of Shari's coffee program from bean to cup. These changes include:

--  An upgrade to 100% Arabica beans.
--  Installation of Fetco brewing systems, with insulated urns that keep
    the coffee hot without sitting on heating elements that adversely affect
    flavor.
--  New branded china mugs, with the Arösta logo on the side.
--  A revised service method, in which coffee is delivered to the table in
    an insulated, stainless steel carafe.
--  Introduction of Arösta retail items, with bags of Traditional Roast
    and Barista Bold available for purchase, as well as Arösta mugs and travel
    mugs.
--  Intensive training of in-store personnel to create "coffee
    enthusiasts," with additional duties for ongoing quality assurance.
    
"Customer response to Arösta and the choice of blends has been tremendous," reports David Archer, Shari's Vice President of Marketing. "With all the change, the one thing that remains the same is that Shari's always pours a bottomless cup of coffee, only now it is an endless supply of premium Arösta coffee."

The introduction is being supported with a television campaign in Shari's major markets. The new commercial features testimonial-style shots of customers' positive reaction to the new Arösta coffee, intercut with richly-lit glamour shots of the new product. Other marketing support of the coffee introduction includes radio and community sampling opportunities.

Arösta Coffee is being blended and supplied by Royal Cup Coffee of Birmingham, Alabama. By teaming up the Royal Cup experience of over 100 years of providing quality coffee, with Shari's quarter-century knowledge of the coffee culture of the Northwest, this partnership is well-positioned to guarantee down-to-earth great coffee in every cup.

About Shari's Restaurants: Shari's (www.sharis.com) is the largest full-service restaurant chain based in the Pacific Northwest. Founded in 1978 and operated by Shari's Management Corporation of Beaverton, Oregon, Shari's Restaurants provide customers high quality, reasonably-priced meals 24-hours a day in a comfortable surrounding. Shari's menu features a full selection of breakfasts, salads, gourmet sandwiches, hamburgers, dinner entrees, desserts and pies. With nearly 4,500 employees, the chain currently has 98 locations throughout Oregon, Washington, California, Wyoming, Idaho, and Nebraska.

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