It's Game On For Pizza Pizza Expansion In The Quebec Market

MONTREAL (Wednesday, October 11, 2006) - Setting the table for its expansion in the Quebec market, Pizza Pizza Limited, the country's leading purveyor of pizza slices, announced today its sponsorship program with the Montreal Canadiens and initiated the search for top franchise partners in the province.

The two strategies are an integral part of the company's game plan as it prepares to grow its business in Quebec, where Pizza Pizza currently has five non-traditional sites and six traditional restaurants, mainly in the western Quebec and Abitibi regions.

The program with the Canadiens, a sporting and cultural icon in the province, will see Pizza Pizza become one of the team's official partners and the exclusive pizza vendor at seven concession counters for all events at the Bell Centre, the home of the National Hockey League club.

In addition to operating the concession counters, Pizza Pizza will have a presence at all home games and special events, enhancing the visibility of the brand. Pizza Pizza will also be using time spots on Canadiens'broadcasts and advertising in the game program, as well as other conventional vehicles, to seek out potential franchise partners.

"The expansion Pizza Pizza is undertaking in Quebec is consistent with the company's overall growth strategy outlined earlier in the year,"said Daniel Vukovich, Chief Operating Officer of Pizza Pizza Limited. "This includes growth through existing markets, new consumer segments such as the health-conscious consumer, additional day-parts –lunch, for example –as well as other expansion opportunities.

"We are proceeding according to plans, with initial expansion driven by our branding efforts, local partnerships, non-traditional sites, and a concerted search for franchise partners. We know that Quebecers value quality and taste, and we are delighted to offer them a food choice that meets their needs and expectations and is compatible with a well-balanced lifestyle."

Founded in 1967, Pizza Pizza has become one of Canada's leading quick service restaurant operators, an accomplishment it has attained with most of its restaurants in Western Quebec and Ontario. The company's success and positive outlook is due in part to a strong brand, quality franchise partners, rigorous focus on quality, fresh ingredients, customer service and convenience, and community involvement.

Pizza Pizza Limited is a privately owned Canadian company which completed an initial public offering on July 6, 2005 with the creation of the Pizza Pizza Royalty Income Fund. The Fund is a limited purpose, open-ended trust which is listed on the Toronto Stock Exchange under the symbol PZA.UN.

*French and English speaking spokespersons are available for interviews on request


For More Information & Product Shots:

Rachelle El-Achhab
Torchia Communications
B: 416-341-9929, ext. 225
C: 416-625-1808
rachelle@torchiacom.com

Hélène Lapointe
Torchia Communications
514-288 8290 ext. 212
Cell: 514-266-7566
helene@torchiacom.com

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