South St. Burger Co.

SOUTH ST. BURGER CO. OPENS SECOND LOCATION IN LEASIDE

TORONTO – June 27/06….South St. Burger CO., a division of New York Fries, opened the doors of its second location yesterday at Laird and Wicksteed. Situated in the North West building of the First Pro Leaside Smart!Centres, South St. Burger CO. occupies 2500 sq. ft., and seats 52 people.

South St. Burger CO. serves premium food in a contemporary, New York style loft-like environment.

The menu features fresh, 1/3 lb patties, made with 100% Canadian beef, grilled chicken breasts and veggie burgers as well as a Kids Burger, which is a half portion of the regular beef patty. Sides include hand-cut New York Fries french fries and poutine, hand-made onion rings and real, hand-scooped premium ice cream milkshakes. The onion rings, like the fries, are hand-cut and cooked in non-hydrogenated sunflower oil.

“Consumers are increasingly more aware of the food they purchase and are demanding better quality without compromising taste. With this in mind, every item on the South St. Burger CO. menu was designed to be a ‘Best in Category’ item,” comments Jay Gould, President of New York Fries and South St. Burger CO. “So far, the customer response to our menu has been outstanding and we look forward to growing this concept as the appropriate real estate presents itself”.

A variety of traditional and gourmet condiments, from dill pickles to Dijon horseradish, zesty ketchup and mango chutney allow customers to personalize their orders at no extra charge. A selection of cheeses, including cheddar, Swiss and goat cheese, are also on the menu.

South St. Burger CO. is open 11:00 am - 10:00 pm, seven days a week, with free on-site parking. The company’s first location is at 2215 Steeles Ave. W., just west of Dufferin, across from the Home Depot in the RioCan Marketplace development. South St. plans to open its third location at Winston Churchill and Highway 401 in early 2007, and is currently reviewing new leasing opportunities to open another site in 2006. The restaurant was designed by Jump Branding + Design Inc.; advertising by ZiG.

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SOUTH ST. BURGER Co. BEGINS EXPANSION PLAN IN TORONTO, SIGNS TWO MORE LEASES

TORONTO – February 14/06 ….South St. Burger Co., a division of New York Fries, is expanding with two new locations in the greater Toronto area.

The first new location, opening in May, will be located south of Eglinton, at Laird and Wicksteed. This site will occupy 2500 sq. ft., and seat 52 people. The restaurant will open with 25 staff and operate as a corporate store. The second new location will be at Winston Churchill and Highway 401, and will open in the fall. This brings the total number of South St. Burger Co. restaurants to three, with the original location at 2215 Steeles Ave West, just west of Dufferin.

“Our initial development is focused in the GTA, but our long term goal is to grow South St. Burger Co. into a franchised operation across the country,” said Jay Gould, President of New York Fries and South St. Burger Co. “Within the first five years, we plan to build 25 units, possibly more.”

South St. Burger Co. serves premium food in a contemporary, New York style loft-like environment.

The menu features fresh, 1/3 lb patties, made with 100% Canadian beef, grilled chicken breasts and veggie burgers. Sides include hand-cut New York Fries french fries and poutine, hand-made onion rings and real, hand-scooped premium ice cream milkshakes. The onion rings, like the fries, are hand-cut and cooked in non-hydrogenated sunflower oil.

“We have chosen to offer a focused menu to ensure a “Best in Category” approach” continues Gould.

A variety of traditional and gourmet condiments, from dill pickles to Dijon Horseradish and Mango Chutney allow customers to personalize their orders at no extra charge. A selection of cheeses, including goat and herbed cream cheese, are also on the menu.

South St. Burger Co. is open 11:00 am - 10:00 pm, seven days a week, with free on-site parking. The company is looking to open one more site in 2006 and is currently reviewing new leasing opportunities.

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