Extreme Pita

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Extreme Pita
Type Private
Founded 1997
Founders Alex Rechichi and Mark Rechichi
Headquarters Mississauga, Ontario
Key people Alex Rechichi, President
Mark Rechichi, Chief Financial Officer
Sean Black, Vice President
Products Pita wraps, salads, pita pizzas
Revenue $45 million (2006)[1]
Employees 2,000
Parent MTY Food Group
Website www.extremepita.com

Extreme Pita is a Canadian-based fast-food chain co-founded by brothers Alex Rechichi and Mark Rechichi in 1997. Headquartered in Mississauga, Ontario, the company has more than 225 units throughout Canada and the United States.

Extreme Pita serves pita sandwiches, salads, and pizza-style "flat-baked" pitas. The chain considers these types of products to be relatively healthy compared to traditional fast-food fare. Available ingredients include fresh vegetables, cheeses, meats and vegetarian options such as falafel and hummus.

History[edit]

Extreme Pita was founded by Alex and Mark Rechichi, two Canadian brothers, in 1997.[2] The two came up with the name in order to distance the company from the pita's Middle Eastern roots and break out of the ethnic niche. As a solution, the name "Extreme Pita" was born, meant to encourage the idea of "extreme" sports and an active lifestyle. The first Extreme Pita opened near Wilfrid Laurier University in Waterloo, Ontario in 1997,[3] but the original location is no longer operating.

Extreme Pita's second franchisee was Sean Black, one of the current Vice Presidents of Extreme Pita. Black helped the company expand into new locations in Canada.[4] The company continued to expand and grow over the years, expanding into new locations in Canada, from 1997 (the year when the first Extreme Pita was opened) to 2003 (when Extreme Pita began to expand into the United States). This continued expansion throughout Canada increased Extreme Pita's recognition as a brand name, and allowed it to challenge already-established fast food companies like Subway and McDonald's. By 2007, there were about 200 stores in Canada. Extreme Pita also prides itself on being a healthy low fat snack, and is also well known for its vegetarian options. The Canadian-based Extreme Pita began to expand to include stores in the United States in 2003,[5] beginning with Arizona.[6] The company has continued to add locations throughout the United States, mainly through franchising. In many cases, the franchisees were the ones most eager to expand the company and to increase Extreme Pita's brand name recognition. Since 2003, Extreme Pita has expanded into locations in California,[7] New York,[8] Texas,[9] and other parts of the Western, Mideastern, and Northeastern United States.[3]

Products[edit]

Extreme Pita sells a variety of pita wraps, including cheese steak, falafel and chicken Caesar selections,[8] wrapped in "Lebanese-style" pita bread.[5] These pitas are available in 6 inch and 9 inch sizes.[10] The company also offers soups, salads, and a variety of flat-bread pizza pitas, baked on location.[8][10][11] Its products are portrayed as a "healthy alternative to fast food." For example, the cheese and meat used to make their products are unprocessed.[8]

References[edit]

  1. ^ Goll, David (2007-03-09). "Chain takes pita mainstream". East Bay Business Times. Retrieved 2008-09-13. 
  2. ^ "Company Profile". The Extreme Pita. 2006. Archived from the original on 2008-07-28. Retrieved 2008-09-12. 
  3. ^ a b Goll, David (2007-03-16). "Arizona on list for Canadian pita concept's franchise plans". Phoenix Business Journal. Retrieved 2008-09-13. 
  4. ^ "Executive Team". The Extreme Pita. 2006. Archived from the original on 2008-04-28. Retrieved 2008-09-12. 
  5. ^ a b Brown, Dale (2003-12-11). "Extreme Pita restaurant's formal launch to be a heart benefit". Phoenix Business Journal. Retrieved 2008-09-12. 
  6. ^ "Canadian chain plans to add 25 Arizona restaurants". Phoenix Business Journal. 2007-09-27. Retrieved 2008-09-13. 
  7. ^ Brevetti, Francine (2007-05-07). "Extreme Pita hankers after the Bay Area". BNET, reprinted from the Oakland Tribune. Retrieved 2008-09-12. [dead link]
  8. ^ a b c d Theis, Laura (2007-07-06). "Brooklyn native acquires rights to build out Extreme Pita brand". BNET, reprinted from Long Island Business News. Retrieved 2008-09-12. 
  9. ^ Silva, Tricia Lynn (2005-12-02). "New eateries dishing up fresh ideas in Alamo City". San Antonio Business Journal. Retrieved 2008-09-13. 
  10. ^ a b "Extreme Menu". The Extreme Pita. 2006. Archived from the original on 2008-08-22. Retrieved 2008-09-12. 
  11. ^ Hill, David W. (2007-09-12). "Plain pita? Not at new Extreme eatery". The Modesto Bee. Retrieved 2008-09-12. 

External links[edit]