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Extreme Pita

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Extreme Pita
Company typePrivate
IndustryRestaurants
Founded1997 in Kingston, Ontario
FounderAlex Rechichi and Mark Rechichi
Headquarters
Mississauga
,
Canada
Key people
Alex Rechichi, President
Mark Rechichi, Chief Financial Officer
Sean Black, Vice President
David J. Newcombe, Vice President and Chief Operating Officer[1]
ProductsPita wraps, salads, pita pizzas
Revenue$45 million (2006)[2]
Number of employees
2,000
Websitewww.extremepita.com

Extreme Pita is a Canada-based fast-food chain co-founded by brothers Alex Rechichi and Mark Rechichi in 1997. Headquartered in Mississauga, Ontario, the company has more than 150 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

Extreme Pita was founded by Alex and Mark Rechichi, two Canadian brothers, in 1997.[3] The two came up with 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 at Wilfrid Laurier University in Waterloo, Ontario in 1997.[4]

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.[1] 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 recongnition as a brand name, and allowed it to challege already-established fast food companies like Subway and McDonalds. This growth also provided the company the money to expand and franchise in the United States. By 2007, there were about 200 stores in Canada.[5]

The Canadian-based Extreme Pita began to expand to include stores in the United States in 2003,[6] begining with Arizona.[7] The company has continued to add locations throughout the United States, mainly through franchising. In many cases the franchisees were the ones most eagar to expand the company and to increase Extreme Pita's brand name recognition. Since 2003, Extreme Pita has expanded into locations in California,[8] New York,[9] Texas,[10] and other parts of the Western, Mideastern, and Northeastern United States.[4]

Products

Extreme Pita sells a variety of pita wraps, including with cheese steak, falafel and chicken Caeser selections,[9] wrapped in "Lebanese-style" pita bread.[6] These pitas are available in both 6 inch and 9 inch sizes.[11] The company also offers soups, salads, and a variety of flat-bread pizza pitas, baked on location.[9][11][12] Its products are portrayed as a "healthy alternative to fast food." For example, the cheese and meat used to make their products are unprocessed.[9]

References

  1. ^ a b "Executive Team". The Extreme Pita. 2006. Retrieved 2008-09-12.
  2. ^ Goll, David (2007-03-09). "Chain takes pita mainstream". East Bay Business Times. Retrieved 2008-09-13. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  3. ^ "Company Profile". The Extreme Pita. 2006. Retrieved 2008-09-12.
  4. ^ a b Goll, David (2007-03-16). "Arizona on list for Canadian pita concept's franchise plans". Phoenix Business Journal. Retrieved 2008-09-13. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  5. ^ Goll, David (2007-03-16). "Arizona on list for Canadian pita concept's franchise plans". Phoenix Business Journal. Retrieved 2008-09-13. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  6. ^ 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. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  7. ^ "Canadian chain plans to add 25 Arizona restaurants". Phoenix Business Journal. 2007-09-27. Retrieved 2008-09-13. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  8. ^ Brevetti, Francine (2007-05-07). "Extreme Pita hankers after the Bay Area". BNET, reprinted from the Oakland Tribune. Retrieved 2008-09-12. {{cite web}}: Italic or bold markup not allowed in: |publisher= (help)
  9. ^ 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. {{cite web}}: Italic or bold markup not allowed in: |publisher= (help)
  10. ^ Silva, Tricia Lynn (2005-12-02). "New eateries dishing up fresh ideas in Alamo City". San Antonio Business Journal. Retrieved 2008-09-13.
  11. ^ a b "Extreme Menu". The Extreme Pita. 2006. Retrieved 2008-09-12.
  12. ^ Hill, David W. (2007-09-12). "Plain pita? Not at new Extreme eatery". The Modesto Bee. Retrieved 2008-09-12. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
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