Prime Restaurants of Canada Inc.

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Description

Profile PRC franchises, owns and operates casual dining restaurant chains and premium pubs in Canada. The company franchises and operates three core brands under the trade-marks "East Side Mario's" and "Casey's" restaurants and "Fionn MacCool's" Irish pubs. PRC also operates Irish pubs under the trade-marks "D'Arcy McGee's", "Paddy Flaherty's", "Tir nan Og" and "Sláinte" and a Belgian Brasserie under the trade-mark Esplanade Bier Markt.The founders of Prime, pioneers since 1979 in Canadian casual dining industry, opened the first Casey's in 1980. Today, Prime's portfolio includes: East Side Mario's; Casey's; a family of authentic Irish pubs operating under the trade-marks Fionn MacCool's, D'Arcy McGee's, Paddy Flaherty's, Tir nan Og and Sláinte; and a Belgian-style brasserie operating under the trade-mark Esplanade Bier Markt. Prime also operates, directly or through franchisees, other restaurant brands operating under the name Pat and Mario's.Prime has a number of competitive strengths that have helped the company maintain a leadership position in the Canadian casual dining industry. The operation of multiple brands mitigates risk through diversification, allows increased sector penetration, increased local market penetration, and greater flexibility. In addition, its "just right" pricing strategy attracts guests in both good and bad economic times. Also contributing to the success of Prime is its position as a chain operating in an industry composed largely of independent operators, an attractive franchise program and experienced management.

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