SOURCE: Spicy Pickle Franchising, Inc.

March 16, 2010 08:30 ET

Spicy Pickle to Open Two Special Venues

First in a Baseball Stadium

DENVER, CO--(Marketwire - March 16, 2010) -  Spicy Pickle Franchising, Inc. (OTCBB: SPKL), operator of the fast casual restaurant chains Spicy Pickle in the United States and Bread Garden Urban Café in Canada, today announced signing of a contract with the Colorado Rockies to provide box lunches at Coors Field during the baseball season beginning with the first home game on April 9, 2010. It also announced that the City of Kamloops, British Columbia awarded Bread Garden Urban Cafe the contract to operate the restaurant and concession services at the McArthur Island Sport and Event Centre in Kamloops, British Columbia.

At Coors Field, Spicy Pickle will offer "Pickle Packs" of five different specialty sandwiches with chips, a large cookie and its signature spicy pickle spear. The Pickle Packs will be available at the Spicy Pickle kiosk on the main concourse at section 132 behind home plate in a highly trafficked area. The kiosk will also have bottled beverages and kettle cooked chips available. The sandwiches will include some of Spicy Pickle's most popular cold sandwiches. The company believes that getting healthy and delicious food at the ball park with a complete meal packed in a handy carrying container will be a big hit with fans and a great branding experience for Spicy Pickle.

In a second special venue opportunity, its Bread Garden Urban Cafe franchise will open at the McArthur Island Sport and Event Centre, a year around premier multi-use public recreation facility containing curling, ice hockey, speed and figure skating, as well as health & wellness outdoor programs. The facility is a major gathering point for hockey tournaments and events in the winter season. It is a 100 acre public recreation facility that has 9 full-size soccer fields and 12 baseball diamonds along with other facilities.

Bread Garden will be the exclusive provider of restaurant and concession operations including a full service restaurant with liquor license that seats 125 indoor and has a large deck that can accommodate an additional 105 at the Soccer Clubhouse. Additionally, the franchisee will operate two kiosks, one located at the foyer area of the main Arena and serving the Curling Club Lounge and a Baseball Club Kiosk. The lease is for ten years with two 5 year renewals. Kamloops is renowned as Canada's Tournament Capital, the company noted.

"Coors Field will be the first sports venue for us," said Marc Geman, CEO of Spicy Pickle, "and we believe that customers will enjoy having a healthy alternative to the usual fare at the ball park, conveniently packaged so they can easily carry it around and use it at their seats to hold the food. We also have a sponsorship with the Colorado Rockies that includes full page advertising in the game day magazine distributed outside the ball park and available to Frontier airline customers as they board their planes." Mr. Geman added, "We also created a promotion that whenever a runner for the opposing team is caught in a rundown, called 'in a pickle,' and tagged out, we will offer a free entre at participating Colorado restaurants after 5pm the next day with the purchase of a second entre. This should be a fun season for us and we look forward to a successful run by our Colorado Rockies."

"We already have a Bread Garden Urban Café in the airport in Kamloops and the franchisee there will also operate at the McArthur Island Sport and Event Centre," said Mr. Geman. "The wide use of this facility by teams and people throughout Canada will help spread the Bread Garden name beyond British Columbia and begin the branding process that we believe will lead to opportunities in other Provinces in the near future. We believe this experience will also give us exposure to sports teams and venues that could become additional outlets for the Bread Garden Urban Cafes. We are very pleased to have two outstanding opportunities, one in the US and one in Canada, to expand our concepts into these special venues and look forward to successful operations at both sites."

About Spicy Pickle™ and Bread Garden:
Founded in 1999, Spicy Pickle Franchising, Inc. (OTCBB: SPKL) serves high quality meats and fine artisan breads, baked fresh daily, along with a wide choice of eight different cheeses, twenty-two different toppings, and fourteen proprietary spreads to create healthy and delicious panini and sub sandwiches with flavors from around the world. As a leading "fast-casual" concept, Spicy Pickle offers menu items that are far beyond traditional fast food but without the price point of casual dining. The hallmark of a Spicy Pickle restaurant is quality, service and an enjoyable atmosphere. The company is headquartered in Denver, Colorado, with restaurants open across 10 states and more in development nationwide. Spicy Pickle Franchising, Inc. also operates as franchisor for Bread Garden Urban Cafes, a bakery café concept with restaurants in the metropolitan Vancouver, Canada area. Bread Garden Urban Cafes serve coffee, pastries and breakfast items as well as lunch and dinner along with a wide variety of desserts and are found in typical high density urban settings along with specialty locations in two airports in British Columbia. To find out more about Spicy Pickle (OTCBB: SPKL), visit our website at

Forward-Looking Statements:
Certain statements in this press release, including statements regarding the number of restaurants we intend to open, are forward-looking statements. We use words such as "anticipate," "believe," "could," "should," "estimate," "expect," "intend," "may," "predict," "project," "target," and similar terms and phrases, including references to assumptions, to identify forward-looking statements. The forward-looking statements in this press release are based on information available to us as of the date any such statements are made and we assume no obligation to update these forward-looking statements. These statements are subject to risks and uncertainties that could cause actual results to differ materially from those described in the statements. These risks and uncertainties include, but are not limited to, the following: factors that could affect our ability to achieve and manage our planned expansion, such as the availability of a sufficient number of suitable new restaurant sites and the availability of qualified franchisees and employees; risks relating to our expansion into new markets; the risk of food-borne illnesses and other health concerns about our food products; changes in the availability and costs of food; changes in consumer preferences, general economic conditions or consumer discretionary spending; the impact of federal, state or local government regulations relating to our franchisees and employees, and the sale of food or alcoholic beverages; the impact of litigation; our ability to protect our name and logo and other proprietary information; the potential effects of inclement weather; the effect of competition in the restaurant industry; and other risk factors described from time to time in our SEC reports.

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