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Quick-Service Restaurant Innovator Serves up Mobile Coupons SAN JOSE, Calif., Aug. 13 /PRNewswire/ -- Cellfire Inc., the only nationwide mobile coupon and discount offer service, announced that Arby's will use its service to distribute mobile coupons redeemable at 250 restaurants throughout Atlanta, Birmingham, Dallas-Ft.Worth, Los Angeles, and Tampa-St. Petersburg. Arby's is adding the mobile component to complement its traditional marketing promotion strategy to reach consumers on-the-go and enhance customer interaction with the brand. "Cellfire's mobile coupons help us deliver value right into our customers' hands when they are on-the-go, hungry for fresh, great tasting quality food and looking for a deal," said Cyndi Richardson, Vice President, Company Marketing, Arby's Restaurant Group, Inc. Now through August 30, 2008, Arby's is offering the following exclusive Cellfire mobile discount offers in Atlanta, Birmingham, Dallas-Ft. Worth, Los Angeles and Tampa-St. Petersburg. -- Buy One Get One Free Beef 'n Cheddar sandwich -- $.79 Jamocha Shake -- Free Chicken Filet Sandwich with purchase of medium fry and medium drink To access these mobile deals at Arby's and other discounts from Cellfire, consumers can register at Cellfire.com or send a text message with the keyword ARBYS to 22888. "Brands are always looking for ways to more effectively communicate with customers," said Brent Dusing, CEO of Cellfire. "Mobile devices enable a one-to-one interaction, immediacy and accessibility that surpass what other media can offer, allowing innovators like Arby's to engage consumers wherever they may be." Consumers access the Cellfire mobile coupon service through an easy-to-use mobile application that resides on their cell phone or through a mobile Web browser. New offers are added frequently, and users can access the Cellfire service at their convenience to discover and use discounts specific to their geographic area. Coupons are displayed in an organized manner, allowing consumers to navigate through coupons by category and select the offers they want to use. Cellfire is a free service, although standard data or usage charges may apply depending on the carrier or data plan. While consumers can use text messages to initiate Cellfire registration and save offers for future use, Cellfire is not a text message coupon service. About Cellfire Cellfire provides consumers with convenient discounts directly on their mobile phones. Cellfire is the first nationwide mobile coupon and discount offer service that allows consumers to easily access deals from brand-name merchants nationwide through their cell phone. Founded in January 2005, Cellfire is headquartered in San Jose, California. For more information or to download Cellfire, visit http://www.cellfire.com/. About Arby's Restaurant Group, Inc. Arby's Restaurant Group, Inc. (ARG) is a subsidiary of Triarc Companies, Inc. (NYSE:TRYNYSE:TRY.B). ARG, based in Atlanta, is the franchisor of the Arby's restaurant system, which consists of approximately 3,700 restaurants worldwide, and is owner and operator of over 1,100 of those restaurants located in the United States. Founded in 1964, Arby's quick service restaurants specialize in offering slow roasted and freshly sliced roast beef sandwiches as well as its Market Fresh(R) deli-style sandwiches, toasted subs, wraps and salads with the convenience of a drive-thru. Arby's offers guests a unique, great tasting alternative to traditional fast food with its one-of-a-kind menu items including the Beef 'n Cheddar, Curly Fries and Jamocha shakes. To learn more about Arby's, please visit http://www.arbys.com/. DATASOURCE: Cellfire Inc. CONTACT: Mary Placido of GolinHarris, +1-415-274-7902, , for Cellfire Inc. Web site: http://www.cellfire.com/ http://www.arbys.com/

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