Boston Market launches new Extreme Carver sandwich line.GOLDEN, Colo.--(BUSINESS WIRE)--Feb. 10, 1997--Boston Market(R) today launched its new line of Extreme Carver(TM) sandwiches, capitalizing on the success of its Boston Carver(TM) sandwich brand. The launch is supported by a network television, radio and promotional campaign. "Today consumers don't ask for a sandwich when they come to Boston Market Boston Market (known before 1995 as Boston Chicken), headquartered in Golden, Colorado, is a chain of American fast-food restaurants. Founded in December 1985 in Newton, Massachusetts, the chain grew rapidly in the early and mid-1990s, filed bankruptcy in the late 1990s, and -- they ask for a Carver. In one year, we've established the Carver brand as a leader in the hot, fresh sandwich category," said Larry Zwain, Boston Market president and chief executive officer. "Our new Extreme Carvers, targeted to 18- to 34-year-olds, leverages that brand equity. They offer a whole new taste sensation that appeals to the frequent sandwich eater. The best way to describe the new sandwiches are `craveable.'" The Extreme Carver sandwiches feature hot, hearty portions topped with an "ooey gooey See GUI. " blend of four cheeses, hickory maple bacon or a seasoned medley of onions and peppers. They come in four varieties: Chicken Cheesesteak The cheesesteak, known outside the Philadelphia, Pennsylvania area as the Philadelphia cheesesteak, Philly cheesesteak, or steak and cheese is a sandwich principally of thinly sliced pieces of steak and melted cheese on a long roll. (TM), Meat Loaf Monster(TM), Turkey B.L.T. Melt and Bacon Ham `n Cheese Melt. Served hot and hard-carved on oven-baked French white or wheat honey rolls, the sandwiches are made with Boston Market's meat loaf, glazed ham, oven-roasted chicken and rotisserie turkey breast. "We think the new Extreme Carver will be an important addition to our sandwich line as well as to our entire menu," said Zwain. He said since Boston Carver sandwiches were introduced in stores in January 1996, they have been extremely well received, helping to increase lunch sales to approximately 40 percent of total sales. The new network TV campaign supporting the Extreme Carver launch features ESPN ESPN Entertainment and Sports Programming Network sports anchor Keith Olbermann Keith Olbermann (born January 27, 1959) is an American news anchor, commentator and radio sportscaster. He currently hosts Countdown with Keith Olbermann on MSNBC, an hour-long nightly newscast that reviews the top news stories of the day along with political commentary by interacting with several waif-like characters who look like they could use a serious sandwich. The ads, which feature the waif-like characters pondering an "emptiness...a void...a burning from within," takes a humorous tack, spoofing black-and-white designer fragrance ads. The humor of the campaign, along with the hearty components of the new sandwiches, are designed to appeal to robust teenage and young-adult appetites. In addition to the advertising campaign, there will be introductory promotional couponing cou·pon·ing n. The sending out or turning in of coupons, especially the regular redemption of a manufacturer's coupon for cash. , radio advertising and in-store merchandising to support the new sandwiches. Extreme Carver sandwiches are sold individually or as part of the special value Extreme Carver Combo meals in Boston Market stores nationwide. Recommended prices for the sandwiches range from $3.99 to $4.99. Recommended prices for the Extreme Carver Combos, including the sandwich, a regular-size drink and one side dish, range from $4.99 to $5.99. Price will vary by location. Boston Chicken(R) Inc. (NASDAQ/NMS: BOST BOST Boston National Historic Park (US National Park Service) BOST Built Off-Chip Self Test ) franchises and operates Boston Market food-service stores that specialize in fresh, convenient meals featuring homestyle entrees, fresh vegetables, salads and side dishes, including mashed potatoes made from scratch. Boston Market combines the freshness and quality of traditional home cooking with convenience and value, and offers innovative meal solutions to today's consumers. As of Dec. 29, 1996, there were 1,087 Boston Market stores in 38 states and the District of Columbia District of Columbia, federal district (2000 pop. 572,059, a 5.7% decrease in population since the 1990 census), 69 sq mi (179 sq km), on the east bank of the Potomac River, coextensive with the city of Washington, D.C. (the capital of the United States). . CONTACT: Boston Chicken Inc., Golden Media Relations: Karen Rugen, 303/216-5076 Investor Relations Investor relations The process by which the corporation communicates with its investors. : Melissa Marsden, 303/216-5652 |
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