Alsea SAB de CV : ANNOUNCES THE OPENING OF THE FIRST RESTAURANT OF THE CHEESECAKE FACTORY® IN MEXICO

Mexico City, July 15, 2014. Alsea, S.A.B. de C.V. (BMV: ALSEA*), the leading operator of Quick Service Restaurants, Coffee Shops, and Casual Dining establishments in Latin America, announces the opening of the first location of The Cheesecake Factory® in Mexico on Thursday, July 17, located in the city of

Guadalajara, Jalisco at the Galerias Guadalajara Shopping Center.

The opening of The Cheesecake Factory® offers new and exciting options for Galerias Guadalajara customers, with more than 200 selections on the menu, all prepared in place with fresh ingredients and a variety of over 40 cheesecakes, its flagship brand products, among other desserts. The Cheesecake Factory® is known for its extensive menu, generous portions and legendary desserts, with the highest annual average

sales per unit in its class. The brand is focused on providing its guests with high quality products and service,

delivering an unforgettable dining experience.

On this first opening, the Chief Executive Officer of Alsea, Fabian Gosselin said: "By integrating The Cheesecake Factory® we strengthen our brand portfolio and growth strategy, adding a new concept of high added value and innovation, giving our guests the best experience and quality." The executive added: "From

this opening, we will be working on the implementation of the development plan for this major brand in the markets in which Alsea operates in Latin America."

This press release contains certain forward-looking statements that reflect the current views and/or expectations of Alsea and its management with respect to

its performance, business and future events. We use words such as "believe", "anticipate", "plan", "expect", "intend", "target", "estimate", "project", "predict", "forecast", "guideline", "should" and other similar expressions to identify forward-looking statements, but they are not the only way we identify such statements. Such statements are subject to a number of risks, uncertainties and assumptions. We caution you that a number of important factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in this release. Als ea is under no obligation and expressly disclaims any intention or obligation to update or revised any forward-looking statements, whether as a results of new information, future events or otherwise.

Alsea is the largest restaurant operator in Latin America of global leading brands in the quick service, coffee shop and casual dining segments. It has a diversified portfolio, with brands such as Domino's Pizza, Starbucks, Burger King, Chili's Grill & Bar, California Pizza Kitchen, P.F. Ch ang's, Pei-W ei, Italianni's, The Cheesecake Factory, Vips and El Portón. The company operates more than 2,200 units in Mexico, Argentina, Chile and Colombia. Alsea's business model includes support for its brands through a Shared Services Center that provides all of the Administrative and D evelopment Processes, as well as the Supply Chain. The Company has more than 50,000 employees in five countries.
For more information visit: www.alsea.com.mx

Factory® mark; 11 restaurants under the Grand Lux Cafe® mark; and one restaurant under the RockSugar Pan Asian Kitchen® mark. Internationally, four
The Cheesecake Factory® restaurants operate under a licensing agreement. The Company also operates two bakery production facilities in Calabasas Hills, CA and Rocky Mount, NC that produce approximately 70 varieties of quality cheesecakes and other baked products. In 2014, the Company was named to Fortune magazine's "100 Best Companies to W ork For" list. To learn more about the Company, visit www.TheCheesecakeFactory.com

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