Mucho Burrito Introduces the Ghost Pepper to Canadian Heat-Seekers

Mexican Eatery Sets Taste Buds on Fire With New Burrito

MISSISSAUGA, ONTARIO - (Marketwire - Sept. 24, 2012) - Just when you thought summer was over, Mucho Burrito keeps the heat going! Mucho Burrito, the fastest-growing Mexican restaurant chain in Canada, today announced that it has become the first national food chain to use the ghost pepper, one of the world's hottest chili peppers, as part of its menu offering. The limited-time Hotter than Hell and Wimpy 12 inch Ghost Pepper Burritos will be available today until November 2, the Day of the Dead, at Mucho Burrito locations across North America.

"Heat-inspired dining is a hot trend right now, and we really wanted to spice things up for our guests," said Alex Rechichi, CEO and president of Mucho Burrito. "With heat-seekers looking to try out new food adventures, we decided to do something that has never before been done and test their limits by bringing the ghost pepper to Canada for the very first time."

The Ghost Pepper Burrito's two heat levels, Hotter than Hell and Wimpy, will put diners' taste buds to the test. The burritos are made with a combination of mouth-watering ghost pepper bacon, ghost pepper infused fig marmalade (sweet heat), spicy Mexican rice, salsa and a choice of meat, all wrapped in a fiery red tortilla. The Hotter than Hell Ghost Pepper Burrito will also be topped with an extra splash of Mucho Burrito's hottest salsa and pure Ghost Pepper sauce.

To turn up the heat, Mucho Burrito will also be giving away $25 gift cards daily during the month of October to consumers who post photographs of their "Ghost Pepper Experience" to the franchise's Facebook and Twitter (@MuchoBurritoHQ) pages.

Full contest details are available at http://www.facebook.com/MuchoBurrito.

With a Scoville rating of 1,000,000, the ghost pepper is one of the hottest peppers in the world, with only one other pepper ranking higher. In comparison, well-known peppers such as the Habanero have a Scoville rating of 350,000, while the Jalapeno has a rating of 8,000. The ghost pepper has a slow-building heat that increases with intensity as time passes. In 1997, it was rated the hottest chili pepper in the world by The Guinness Book of World Records.

About Mucho Burrito

Mucho Burrito, part of the Extreme Brandz family of quick service restaurants, is dedicated to crafting the freshest and most flavourful quality Mexican food designed to stimulate guests' senses. Co-founded by brothers Alex and Mark Rechichi, the first location was opened in Mississauga, Ontario in 2006. Today, there are more than 60 locations across North America. For more information, visit www.muchoburrito.com.

About Extreme Brandz

Extreme Brandz is a leading Canadian quick service restaurant franchisor of Extreme Pita, Purblendz and Mucho Burrito. Based in Mississauga, Ontario, Canada, the company was created by brothers Alex and Mark Rechichi in 1997 with the opening of an Extreme Pita location in Waterloo, Canada. In addition to ranking in Entrepreneur magazine's list of top restaurant franchises in 2011, Extreme Brandz won the 2011 Company of the Year Pinnacle Award. Today there are 350 locations of the three brands across North America. For more information, visit www.extremebrandz.com.

Contacts:

Maverick Public Relations

Samantha Finkelstein
416-640-5525 x 250
samanthaf@maverickpr.com

Elana Ziluk
416-640-5525 x 243
elanaz@maverickpr.com

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