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INNOVATIVE SERVICE, STYLE AND SELECTION SERVED UP AT THE NEW UNO CHICAGO GRILL

Boston's Swampscott Opening Launches "Uno-Plus" Experience

BOSTON (October 23, 2007) - Led by restaurateurs with more than a hundred years of combined experience, Boston-based Uno Chicago Grill® is fast becoming one of the hottest restaurants in the country. On the heels of seven consecutive quarters of same-store sales growth, the company is launching an experiential revolution - something Frank Guidara, president and CEO of Uno Chicago Grill is calling Uno-Plus.

Uno Chicago Grill, the originator of deep dish pizza in 1943, is a restaurant company with a legendary past. And the company's new Swampscott location pays homage to Uno's® history through several dramatic nods to Chicago while showcasing its thought-leadership with both concrete and abstract advancements.

Before entering the restaurant, diners are greeted by lush landscaping - large planters filled with seasonal blooms - that mirrors the foliage lining the streetscape of Chicago's Magnificent Mile. Within steps, they enter the dramatic three-story glass entryway of the new restaurant: Hanging above them, a Chicago sign, reminiscent of the original Chicago Theatre marquee. And, off the entrance, guests embark on the all-new "lounging of Uno," a substantially larger lounge area that is sectioned off from the dining room. The new lounge, featuring plush seating, evokes a Midwestern charm and easy-going spirit. Next to the lounge is a window showcasing the kitchen, allowing guests the opportunity to witness Uno's commitment to creating artisanal fare, and just past the kitchen, guests are greeted by a large, brick fireplace that offers all the comforts of home. Change is afoot at Uno Chicago Grill.

"When we look at the word 'restaurant,' we see restore." said Guidara. "With that in mind, we designed a restaurant that encourages our guests to relax and unwind, all the while enjoying our wonderful food and hospitality. Our new lounge, exposed kitchen and fireplace are just a few of the ways we are encouraging our guests to gather, relax and enjoy the warmth of our Uno-Plus dining experience."

In addition to investing millions into the physical changes that help capture the Uno-Plus philosophy, Uno Chicago Grill has revitalized its hiring and training program. The restaurant will act as a laboratory for some of the company's new practices, including those specifically designed to create a memorable dining experience.

Rick Hendrie, senior vice president of marketing, says that the executive team, comprised of Guidara, Hendrie and Chief Operating Officer Roger Zingle, designed an experience that not only delivers on the commonly expected details, but also how the guest feels each moment from "curb to curb," entrance to exit. "We want to create unexpected surprises and delights and genuine moments of hospitality - some conscious, others visceral. Dozens of inspired details in the Uno-Plus experience are hidden, just waiting to be found."

Lest guests think any moment of their Uno-Plus experience has gone without thought, one of the props - in addition to custom lighting and engaging artwork - the company has introduced, as part of its progression, a new menu design, currently exclusive to Swampscott.

The menu features four distinct covers that have an artistic, Wyeth-esque style, each showcasing a different menu item: Uno's Original Deep Dish Pizza; Tortellacci; Grilled Mahi-Mahi with Mango Salsa and Grilled Shrimp & Sirloin. Throughout the menu, guests are met with quotes that run the gamut from insightful and profound to whimsical and quirky. And, the menu's choices, ranging from Certified Angus Beef to the Chablis Drenched Sautéed Chicken, are just as expansive.

Equally as broad is the wine list which was selected by Corporate Beverage Manager Marc Sachs, a 30-year wine industry veteran, and include wines, both national and international, of outstanding quality and value. For guests looking to order wine by the bottle, Uno offers discounted bottles at the cost of three glasses of wine, essentially offering the fourth glass free. And never forgetting its roots, Uno Chicago Grill still serves up the best deep dish pizza around, with three pages of the menu dedicated to the signature dish that made this brand famous.

We have reviewed, discussed and analyzed every detail of the Uno-Plus experience. Our guests have been the driving force behind every change we've made," said Guidara. "We are taking Uno's historical commitment to creating hand-crafted dishes and weaving it together with an artisanal approach to hospitality."


More about Uno Chicago Grill
Based in Boston, Uno Restaurant Holdings Corporation includes more than 200 company-owned and franchised full-service units located in 30 states, the District of Columbia, Puerto Rico, South Korea, the United Arab Emirates, Honduras and Saudi Arabia. The company also operates a consumer foods division which supplies airlines, movie theaters, hotel restaurants and supermarkets with both frozen and refrigerated private-label foods and branded Uno products. For more information, visit www.unos.com.

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