Arby’s(R) Restaurants Satisfy Consumers’ Cravings for Savings With Cellfire Mobile Coupons

        Quick-Service Restaurant Innovator Serves up Mobile Coupons



    SAN JOSE, Calif., Aug. 13 /EMWNews/ -- 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: TRY, 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.