ALSEA REPORTS SIGNATURE OF THE EXCLUSIVE MASTER LICENSING AND DEVELOPMENT AGREEMENT TO OPERATE PEI WEI ASIAN DINER IN

Mexico City, October 17, 2011. , S.A.B. de C.V. (BMV: ALSEA*), the leading operator of Quick Service , Coffee Shops and Casual Dining in Latin America, reports that it has signed an Exclusive Master Licensing and Development Agreement to develop and operate restaurants under the Pei Wei Asian Diner brand in Mexico.

Pei Wei Asian Diner is a leading brand in the , within the Asian Food Segment, for the Fast Casual Category, and was created in 2000 by P.F. Chang's China Bistro as a strategy to satisfy market trends, offering the consumer great value through high-quality products and fast service. The concept offers an Asian menu that is characterized by the highest-quality and the freshest ingredients, inspired by five regions in Asia: China, Japan, Korea, Thailand and Vietnam. Pei Wei currently has 173 restaurants in 23 states in the United States, and will operate in Mexico under a business model that offers table service, take-out, and delivery service flexibility.

As part of our expansion plan and the solid relationship that we have with P.F. Chang’s, the Master Exclusive Licensing and Development Agreement will give us the exclusive right to develop and operate the Pei Wei Asian Diner brand throughout all of Mexico. The contract’s conditions stipulate the opening of three restaurants during the first 18 months, and the right to a 10-year contract, with the commitment to open 50 restaurants, and the right to extend the contract.

Alsea is considering opening the first unit during the next few months in . This will be the first Pei Wei outside of the United States.

Armando Torrado, Director of Casual Dining Alsea, commented: “With Pei Wei in our portfolio, we reaffirm our leadership position in the restaurant segment in Mexico under a multi-brand portfolio concept, and at the same time we are becoming the pioneers of the Fast Casual dining concept in Mexico, meeting a consumer need and the current trends in the sector."

This press release contains certain forward-looking information regarding the Company's results and outlook. However, actual results may vary materially from these estimates. Information on future events contained in this release must be read jointly with the risk summary in the Annual Report. That information, as well as future reports made by the Company or any of its representatives, whether verbally or in writing, may vary significantly from actual results. These projections and estimates, which are prepared with reference to a determined date, should not be taken as fact. The Company is in no way liable for updating or revising any of these projections and estimates, whether as a result of new information, future events or other associated events.

About Alsea Alsea is the leading operator of Quick Service Restaurants, Coffee Shops and Casual Dining establishments in Latin America, operating brands with proven success, such as Domino’s Pizza, , , Chili’s Grill & Bar, Pizza Kitchen, P.F. Chang’s China Bistro and Pei Wei Asian Diner. The Mexican company operates more than 1,242 units in Mexico, Argentina, Chile and Colombia. Operation of Alsea’s brands is supported by its Shared Services Center, including the supply chain, real estate and development services, and administrative, financial, human resource development and technology services. Alsea has more than 22,000 employees. For more information visit: www.alsea.com.mx

The Company's shares are traded on the Mexican Stock Exchange under the ticker ALSEA*.

Diego Gaxiola Cuevas Enrique González Casillas CFO Investor Relations Telephone: (5255) 5241-7151 Telephone: (5255) 5241-7035 [email protected] [email protected]