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ALSEA SAB DE CV (ALSEA *)

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Alsea SAB de CV : EXCLUSIVE LICENSING AGREEMENT WITH THE CHEESECAKE FACTORY

02/20/2013 | 06:55pm US/Eastern
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ALSEA SIGNS EXCLUSIVE LICENSING AGREEMENT TO DEVELOP AND OPERATE THE CHEESECAKE FACTORY® RESTAURANTS IN MEXICO The exclusive agreement includes the development of the brand in Chile, and the ability to develop under exclusive rights in Argentina, Brazil, Colombia and Peru

Mexico City, February 20, 2013. Alsea, S.A.B. de C.V. (BMV: ALSEA*), a leading operator of Quick Service Restaurant, Coffee Shop, and Casual Dining establishments in Latin America, reports that as part of its development and expansion strategy, it signed an exclusive agreement to develop and operate The Cheesecake Factory® restaurants in México and Chile, plus the ability to develop the Argentinean, Brazilian, Colombian and
Peruvian markets, turning Alsea as the strategic licensee of the prestigious brand in the region.
The restaurant brand The Cheesecake Factory® is considered to have the highest sales per unit in its category. The brand is focused on providing its guests with a product and service of the greatest quality, achieving an unforgettable experience at a reasonable price. Its menu includes over 200 dishes to satisfy all ages and tastes.
The agreement to develop The Cheesecake Factory® restaurants has a commitment to open 12 restaurants between Mexico and Chile in the next 8 years. Each restaurant will operate under a 10-year contract, with rights to extend it for an additional 10 years.
"Alsea is the premier operator in Latin America with a track record of success in casual dining. We are confident that Alsea will successfully execute The Cheesecake Factory's made-from-scratch, large menu with the hospitality and service that our concept is known for," said David Overton, Chairman and Chief Executive Officer of The Cheesecake Factory Incorporated.

Fabian Gosselin, Chief Executive Officer of Alsea said: "The integration into our portfolio of The Cheesecake Factory® brand, a brand with 35 years of experience and leadership in its segment, reaffirms our strategy to consolidate and grow within high-value concepts, coupled to innovating in the markets that we operate." He added: "This new agreement reaffirms the confidence of the global industry leaders, in our ability to operate and in our business model."

About The Cheesecake Factory Incorporated

The Cheesecake Factory® restaurant first opened in Beverly Hills, California, United States, in 1978. The company's operations include 177 full-service, casual dining restaurants in 35 states in the U.S. and the District of Columbia, and 3 restaurants in the Middle East, which operate under a licensing agreement. The company's operations include 162 restaurants under the brand The Cheesecake Factory®, 14 restaurants under the brand Grand Lux Cafe®, and one restaurant under the brand RockSugar Pan Asian Kitchen®. It also operates two bakery plants that produce more than 70 different cheesecakes and a variety of baked products. The Cheesecake Factory Incorporated common stock is traded on The NASDAQ Stock Market under the ticker symbol "CAKE".

For more information visit: www.thecheesecakefactory.com

About Alsea

Alsea is a leading restaurant operator in Latin America of global known brands within the Quick Service Restaurant, Coffee

Shop, and Casual Dining segments. It has a diversified portfolio with brands such as Domino's Pizza, Starbucks, Burger King, Chili's, California Pizza Kitchen, PF Chang's, Pei-W ei, Italianni´s and The Cheesecake Factory. At the end of 2012, the company operated 1,421 units in Mexico, Argentina, Chile, and Colombia. Its business model includes support for its brands through a Shared Service Center, which provides all of the Administrative and Development Processes, as well as its Sup ply Chain. It has more than 27,600 employees in four countries.

For more information visit: www.alsea.com.mx

Its shares are traded on the Mexican Stock Exchange under the ticker symbol "ALSEA*" Diego Gaxiola Cuevas Enrique González Casillas

Chief Financial Officer Investor Relations

Telephone: (5255) 5241-7151 Telephone: (5255) 5241-7035 ri@alsea.com.mx ri@alsea.com.mx

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