Huddle House Restaurants Add Momentum To Their Most Successful Marketing And Promotional Campaign

The Second Annual Fantastic Football Scratch and Match Game Prepares to Re-launch

DECATUR, GEORGIA (Monday, August 13, 2001) - Huddle House restaurants are preparing to re-launch their most successful promotional campaign with the second edition of the Fantastic Football Scratch and Match game. Running September 1 through October 31, 2001, the Fantastic Football Scratch and Match promotion culminates with a grand prize drawing for a brand new Dodge Ram Quad Cab truck on November 17, during the Jefferson Pilot college football game of the week television broadcast.

In addition to the grand prize Dodge truck giveaway, this year Huddle House, Inc, has increased customer rewards with chances to win a wide variety of prizes, trips, and cash. Five customers could win a football championship package, which includes all expense paid trips and football tickets to the 2002 Super Bowl and 2002 College Football Championship game. Ten customers will have a chance to win a $10,000 Dream Vacation to the destination of their choice. Up to forty customers could win $2,500 big screen televisions and another two hundred will try to win $1,000 cash, while thousands will be instant winners of Huddle House.

"The Fantastic Football Scratch and Match game was a phenomenal success last year," says Philip M. Greifeld, President and CEO of Huddle House, Inc. "Where else can loyal restaurant customers enjoy thousands of dollars in cash, prizes, and free food showered upon them? Huddle House is delighted to have this opportunity to illustrate how much we appreciate our fantastic Huddle House customers."

The Fantastic Football Scratch and Match Game also provides the chain of 360 24-hour restaurants with an appealing incentive for new customers to try one of their Huddle House signature "Big House" platters, described as "Big Meals, For Big Appetites." The inaugural Fantastic Football Scratch and Match contest increased store level sales 5% and gave thousands of Huddle House customers free food during the now annual fall promotion.

"Once again this will be the most aggressive system wide marketing campaign undertaken by Huddle House restaurants," says Ron Rumley, Vice President of Marketing, Huddle House, Inc. "We have upped the anti. We thought it couldn't get better than last year's Fantastic Football campaign when we gave away the Dodge Ram truck in front of 35-thousand Atlanta Falcon fans. Now we have increased the winnings and the percentage of winners and the final truck giveaway will be seen by over 5-million football fans during the Jefferson Pilot broadcast. As our number of stores grows, so will our ability to promote year-round family fun in every Huddle House."

"Huddle House will continue its aggressive television advertising with commercials promoting the Fantastic Football promotion aired during major sporting events, such as SEC football, NASCAR races, Braves baseball games, and NFL games on ESPN," says Rumley. "Additional print collateral, including menu cover inserts and window static clings will support the Fantastic Football Scratch and Match game."

"The intent is to add excitement and store level momentum for our system as we continue to grow at unparalleled levels," says Greifeld. "We believe once we bring new families into the stores, they too will become a part of our strong and faithful customer base."

Huddle House customers will receive a Fantastic Football Scratch and Match Game card with each meal purchase. They will scratch off three of the nine footballs on the card, and if their three choices match, they win the item displayed. Five patrons will become "Grand Prize" finalists, qualifying them for the grand prize drawing at the Jefferson Pilot game November 17 (game time and place to be announced). The finalists will each select a key and if their key starts the truck, they will drive off the field in their brand new 2002 Dodge Ram Quad cab truck.

Founded in 1964, Huddle House is based in Decatur, Georgia, and continues to be a thriving system of family restaurants displaying success with its unique niche in the marketplace, offering any meal, any time cooked to order 24 hours a day.

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