Fresh New Menu Item 'Fires Things Up' at La Salsa Fresh Mexican Grill(R)

Fire Roasted Bowl(TM) Features Fresh Fire-Roasted Vegetables and Bold Flavors of Mexico

SANTA BARBARA, CA (Monday, October 11, 2004) - La Salsa Fresh Mexican Grill(R) is planning to "fire things up" this fall with the introduction of its newest menu item, the Fire Roasted Bowl. Created by La Salsa's executive chef, Jeff Clark, the Fire Roasted Bowl is made-to-order, consisting of rice layered with fire-roasted zucchini and peppers; garlic; corn; diced carrots; salsa Mexicana; a choice of black or pinto beans; a blend of flavorful Mexican cheeses; and a serving of grilled chicken or steak, topped with La Salsa's new poblano crema sauce, cotija cheese and cilantro. The Fire Roasted Bowl will be available across the nation by mid-October. The suggested retail price is $5.99.

"The Fire Roasted Bowl combines fresh, fire-roasted vegetables with traditional ingredients and La Salsa's proprietary sauces in an entree full of flavor and texture. It's quite different from the rice, bean and protein bowls consumers have grown accustomed to," said Mike Liby, La Salsa's president and COO. "The Fire Roasted Bowl is the latest effort in our campaign to introduce new and innovative flavors reminiscent of Mexico to our menu. The bold flavors of this delicious dish will surely 'heat up' the taste buds of our guests."

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 Fresca Platter(TM), which is available with either chicken or steak and served with salsa casera, fajita veggies and topped with ancho chile sauce along with a romaine salad with chile-lime dressing, guacamole, sour cream, and salsa Mexicana on the side; 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(TM) featuring grilled shrimp, Sonora sauce, fire-roasted fajita veggies, rice, cheese, cabbage, crema and avocado. Menu items range in price from $2.50 to $7.95. 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, 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, Ohio, Indiana, Colorado, Texas, Connecticut and Florida. For more information, visit http://www.lasalsa.com

For More Infromation Please contact:
Frank Groff
Frank Groff Inc
Phone: (562) 491-1000

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