Marketing

We have utilized various approaches to marketing as we matured and market situations changed. From our initial focus on short but aggressive promotions designed to encourage trial of our main menu items, to regular radio based traffic spots designed to increase awareness of DRUXY'S beyond our immediate customer base, to the use of a direct sales force to approach companies and encourage them to use our catering services, we have designed our marketing to meet our changing needs and those of our customers. Whichever approach we have used, our focus has always been on reinforcing our established quality image and building trial among workers and visitors in the vicinity of our restaurants.

In November 2004 we launched our current advertising campaign, an aggressive program designed to increase DRUXY'S awareness in the market place through frequent radio advertisements. These commercials feature one of the owners, Peter Druxerman, discussing DRUXY'S philosophy in the backdrop of the fast food industry and the personal interests of consumers. These advertisements have been running for 5 years and have contributed to a continued same store growth in excess of 4% over that period. This program is currently under evaluation and likely will be replaced with a program focused on individual restaurants, enabling frachisees to take promote to their immediate customer base and draw new customers who are aware of DRUXY'S into their restaurants.

Our Marketing goes beyond direct promotions and awareness advertising. We appreciate the long-term relationship that we have had with our customers. We believe that this loyalty must be returned. To this end, we help hundreds of charities each year that approach us for food donations. Over the past decade we have made a special effort to help Camp Awakening, a camp for physically challenged children. Most years we run a campaign to promote and raise funds for this organization. We plan to continue this and other promotions in the future and would incorporate these plans with the Women's College Hospital restaurant. We would also be willing to work with Women's College Hospital in joint fund raising efforts.

We also support Adult Alpine Racing through the DRUXY'S Masters Alpine Racing League and snowboard competitions. We believe that outdoor activities are a major part of healthy living. We feel that it is ideal to combine healthy eating with this healthy activity by promote skiing and snowboarding to our customers and DRUXY'S to skiers and snowboarders.

Over the past 33 years we have contributed over $1,100,000 in food and other donations to various community organizations.