NOODLES & COMPANY RESTAURANTS FIRST TO ADOPT MOBILE PAYMENT SYSTEM

BOULDER, Colo. – November 30, 2006 – Noodles & Company, one of America’s most successful quick-casual restaurant companies, has become the first national chain to adopt a new mobile commerce and marketing system that allows customers to pay with their cell phones.

Developed by Boulder-based FEED Tribes, the mobile payment system combines carrier-agnostic text-message transaction capabilities with a multi-channel communication and promotional platform for merchants to build affinity relationships with their customers.

“When people pay with credit cards, there’s no way to establish a dialogue,” said Noodles & Co. Director of Marketing and Communications Chad Gretzema. “FEED Tribe offers us the opportunity to communicate with our guests based on how they want to engage in our brand.”

The FEED Tribes system dramatically reduces payment processing fees, which can mean millions in savings to national chain retailers, and delivers a powerful multi-channel marketing platform that engages customers at every level.

“The convergence of the cell phone at the point of sale allows merchants to build interactive loyalty with their customers,” said Rod Stambaugh, FEED Tribes CEO. “Everyone has a mobile phone and it is becoming the dominant communication medium for voice, text and ever-improving video. Our system allows our partners to target their marketing dollars where they are most effective both from a medium and target audience perspective. You may not read the newspaper or look at a billboard but you will definitely use your mobile phone each day.”

“We’re developing some really exciting reward, affinity and loyalty programs,” said Gretzema. “When regular guests opt in, we can speak to them right when they are making their lunch or dinner decisions. We can reward free meals, communicate about events we are involved with in our neighborhood, or introduce new customers to our restaurants by loading their accounts with dollars that can only be used at Noodles & Company. We have found that the most common way our guests are introduced to our restaurants is through a friend. The viral nature of this medium helps facilitate our guests spreading the word to their friends.”

The FEED Tribes system is currently operational in all Boulder Noodles & Company restaurants. Positive guest feedback is driving further evaluation and planning for national expansion.

At the forefront of the convergence between marketing and mobile payments, FEED Tribes is currently live in the San Francisco Bay Area and along Colorado’s Front Range. “In partnership with progressive retailers like Noodles & Company, FEED Tribes is leading the way in creating a safe and secure new standard in consumer behavior and technology,” said Stambaugh.

About FEED Tribes
FEED Tribes delivers a merchant- and customer-driven commerce and communications platform built on top of a proprietary text messaging-based mobile payment system, operating at a fraction of the cost of card-based payments. Through its carrier-agnostic mobile phone interface, FEED allows customers to opt-in to retailers’ location-based, real-time promotions, news and events to become part of a locally focused network – a tribe – pulling the information they want through their choice of text messages, RSS feeds, email or a personalized home page on a regional FEED Tribes website (e.g., DenverFeed.com). For more information, please visit HYPERLINK "http://www.FEEDtribes.com" www.FEEDtribes.com .

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