East Side Mario’s

Brand Position -- East Side Mario’s restaurants are positioned to adults 18 — 49 wanting to enjoy good food in an exuberant atmosphere with their family or friends, and to be the "affordable Little Italy Eatery where eating and celebrating meet."

Theme/Décor -- East Side Mario’s restaurants offer quality food at affordable prices in a unique and fun atmosphere. The menu offering is 75% Italian with a touch of North American cuisine. East Side Mario's is inspired by the Italian immigrants who settled at the famous corner of Canal and Mulberry in New York's Little Italy, where the Statue of Liberty greeted them when they arrived. The décor is themed on the sights and sounds of Little Italy, and has been designed to appeal to a wide demographic group including baby boomers, young adults, teens and children. In fiscal 2007 (year ended January 7, 2007), approximately 16% of East Side Mario’s gross revenue was generated by alcohol sales. East Side Mario’s menu includes favourites such as Linguine Chicken Tettrazini, Firecracker Shrimp Bowties and Peppercorn Steak Sandwich.