Boston Market announces virtual agency; creative, media planning/placement agencies named.

GOLDEN, Colo.--(BUSINESS WIRE)--March 28, 1996--Completing its "virtual agency," Boston Market(R) has named Goldberg Moser O'Neill Advertising, Suissa Miller Advertising, and Team One Advertising to handle creative development, and McCann-Erickson to handle media planning and placement.

Boston Market stores are franchised by Boston Chicken(R), Inc. (NASDAQ/NMS: BOST).

"This virtual agency enables us to get the best resources in each area working on our marketing efforts," said Bill McDonald, Chief Marketing Officer for Boston Market. "We feel good about how we're focusing creative talent and tripling the creative resources dedicated to our business."

Boston Market announced plans to unbundle its advertising resources earlier this month. "This allows us to have the best of all worlds," said McDonald. "We now have three highly motivated agencies focusing on creative efforts, plus the top media planning and placement agency."

McDonald said Goldberg Moser O'Neill, based in San Francisco, will handle creative for Boston Market's base business -- fresh, convenient meals -- which includes individual, family and kids' meals. "We have had the good fortune to have worked with many clients who have the potential to dramatically change the landscape of America and the world," said Fred Goldberg, Chairman and CEO. "Boston Market is yet another and we are very excited about it." Other Goldberg clients include C&H Sugar, Dreyer's/ Edy's Grand Ice Cream, KIA Motors of America and Dell Computers.

Suissa Miller, based in Santa Monica, Calif., will concentrate on the Boston Carver sandwich line and other new menu items. "This is a smart client," said Suissa Miller President Bruce Miller. "They're winners, they move fast and they know what they want." Other Suissa Miller clients include Hunt Foods, Jenny Craig, HomeBase, Skytel and Jergens.

Team One, based in El Segundo, Calif., will concentrate on new business propositions such as Boston Market's Hearth Honey(TM) Ham and rotisserie-roasted turkey for the holidays. "We are thrilled with this opportunity to work with such an innovative and progressive company," said Skip Sullivan, Management Director of Team One. Other Team One clients include America West Airlines, Lexus Automobiles, Yonex Golf and Tennis, Adidas and the American Cancer Society.

"We chose these agencies because they mirror Boston Market's personality," said McDonald. "They're smart, lean and great strategic thinkers. These three agencies are creative leaders in the advertising industry." McDonald said he expects the agencies to produce a total of 10 to 15 commercials in 1996, with the first efforts hitting the air this summer.

McCann-Erickson, based in New York City, will handle all media planning and placement. In addition, Boston Market will continue to use McCann, N.W. Ayer, MBS and Horizon to buy local television advertising through competitive bids. "McCann-Erickson has the resources we need in the specialty area of media planning and placement," said McDonald. "We're at the crossroads to becoming a national advertiser and McCann has experience taking clients national. In addition, this agency will provide coordination and leadership with our field marketing team and our area developers."

"Boston Market is a client that recognizes, wants and deserves breakthrough media thinking and superior media servicing," said Mark Stewart, Senior Vice President and Media Director at McCann-Erickson New York. "McCann Media is uniquely positioned to meet these needs and help grow their business. This partnership will be great for both of us."

Rounding out its virtual agency, Boston Market will continue to use Peter Elliott of Elliott Production (Chicago) as its exclusive Food Director, The Integer Group (Golden, Colo.) for print creative and promotions, Moran Printing Company (Orlando, Fla.) for print and collateral production and Directions Research (Cincinnati) for marketing research. In addition, four regional field marketing directors coordinate marketing efforts of the Boston Market area developers (franchisees).

Boston Market food service stores specialize in homestyle meals featuring rotisserie-roasted chicken and turkey breast, Hearth Honey(TM) hams, double-sauced meat loaf, hot hand-carved Boston Carver(TM) sandwiches and fresh vegetables, salads and other side dishes, including mashed potatoes made from scratch. Boston Market meals combine the freshness and quality of traditional home cooking with convenience and value. As of March 28, 1996, there were more than 874 Boston Market stores in 37 states and the District of Columbia.

CONTACT: Boston Chicken, Golden, Colo.

Kelly Jorgenson, 303/384-5172