Announcements

CashStar Powers Interactive Gift Cards for O’Charley’s, Stoney River Legendary Steaks and Ninety Nine Restaurants

CashStar, the interactive gift card and incentives company, today announced that O’Charley’s Inc. (NASDAQ: CHUX) is the latest merchant to offer CashStar-powered interactive gift cards. CashStar provides O’Charley’s Inc. with an alternative to costly plastic cards and enables consumers to conveniently purchase gift cards online that can be sent via e-mail. The interactive, online virtual gift card offers the highest levels of personalization and the ability to layer customized promotions and offers onto every card.

O’Charley’s Inc. is a multi-concept restaurant company that operates or franchises a total of 372 restaurants in the U.S. under three brands: O’Charley’s, Ninety Nine Restaurants, and Stoney River Legendary Steaks. The virtual gift cards will be available on each of the company’s Web sites and can be purchased the same way plastic gift cards are ordered, only the virtual gift card can be personalized with different images and text and is delivered via an e-mail with a link to activate the gift.

“We continuously look for new ways to accommodate our guests and this technology offers them a safe, convenient way to make gift card purchases,” said Cary Kuykendall, O’Charley’s gift card manager. “Implementing CashStar’s interactive gift card platform also gives our guests the flexibility to make last minute gift-giving decisions around holidays and special occasions like Mother’s Day, Father’s Day and graduation.”

CashStar offers the only interactive gift card solution available today with extensive personalization and promotion capabilities. With CashStar’s platform, O’Charley’s Inc. offers a number of gift card designs for guests to choose from, including Mother’s Day gift card designs something the restaurant group cannot do cost-effectively with plastic cards. In addition, consumers can upload their own image to be featured on the gift card to add another layer of personalization. O’Charley’s, Ninety Nine Restaurants and Stoney River Legendary Steaks can also add personalized promotions and incentives to every card, delivering on their mission of convenience and value.

“Most gift card sales are completely anonymous because they are purchased off a rack in-store, and the retailer isn’t able to gain insight into the purchaser or the recipient and more importantly can’t provide extra value to these important customers,” said CashStar co-founder and CEO David Stone. “With CashStar’s interactive gift cards, restaurants can provide special customized offers and benefits to their customers in order to increase traffic and lift. For example, a restaurant can offer the recipient of an interactive gift card an additional $10 when they dine at the establishment. CashStar’s platform easily enables this and is the only service that provides this value added capability. In a challenging economic environment this is all the more important.”

CashStar restaurants also have access to a proven online network that exposes their interactive gift card to millions of potential customers on the Web by promoting the gift cards on the popular coupons.com Web site. This provides CashStar significant competitive advantages in promoting and driving sales for its restaurant partners.

“The CashStar virtual gift card offers the O’Charley’s Inc. brands important savings on production and inventory costs, as well as postage in comparison with plastic gift card programs,” said Heyward Whetsell, restaurant marketing consultant at Heyward Whetsell Associates. “Plus the CashStar program enables restaurants to capitalize on efficient Internet marketing opportunities to significantly increase their online sales of gift cards and increase guest counts.”

Editorial Note: Visuals are available upon request.

About O’Charley’s Inc.
O’Charley’s Inc., headquartered in Nashville, Tenn., is a multi-concept restaurant company that operates or franchises a total of 372 restaurants under three brands: O’Charley’s, Ninety Nine Restaurant, and Stoney River Legendary Steaks. The O’Charley’s concept includes 245 restaurants in 20 states in the Southeast and Midwest, including 232 company-owned and operated O’Charley’s restaurants, and 13 restaurants operated by franchisees and joint venture partners. The menu, with an emphasis on fresh preparation, features several specialty items, such as hand-cut and aged USDA choice steaks, a variety of seafood and chicken, freshly baked yeast rolls, fresh salads with special-recipe salad dressings and signature caramel pie. The company operates Ninety Nine restaurants in 116 locations throughout New England and the Mid-Atlantic states. Ninety Nine has earned a strong reputation as a friendly, comfortable place to gather and enjoy great American food and drink at a terrific price. The menu features a wide selection of appetizers, salads, sandwiches, burgers, entrees and desserts. The company operates 11 Stoney River Legendary Steaks restaurants in seven states in the Southeast and Midwest. The steakhouse concept appeals to both upscale casual-dining and fine-dining guests by offering high-quality food and attentive customer service typical of high-end steakhouses, but at more moderate prices.

About CashStar, Inc. CashStar is the preferred digital gifting and incentives partner for retailers nationwide. These retail brands leverage CashStar to easily and securely integrate digital gifting strategies to increase sales and customer loyalty. CashStar offers consumers an unmatched personalized eGift experience via email, mobile and social channels. It is the only company to successfully combine an on-demand B2C and B2B digital gifting and incentives platform with innovative multichannel marketing strategies. More than 250 brands are successfully partnering with CashStar to drive incremental sales, increase retention and boost profitability including Best Buy, Chili’s Grill & Bar, CVS/pharmacy, Gap, Pottery Barn, QVC, Staples, Starbucks, T.G.I. Friday’s, The Home Depot, and Williams-Sonoma. To learn more about how CashStar is constantly innovating the way businesses deliver personalized gifting experiences to consumers and partners in the digital world, please visit www.cashstar.com or e-mail .

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