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GRILLiT, Inc. (GRLT) Sets Out On Major Expansion Plan

Technology has resulted in dramatic changes to the food industry over the past 50 years, with the ability to economically produce, process, and transport an ever widening range of foods. The kitchen itself has changed, with the advent of the microwave and associated fast-cook meals. In addition, the lifestyle of the American consumer has shifted, with busy outside schedules requiring meal preparation on a moment's notice, and the rise of health concerns prompting closer looks at ingredient listings. The net result is a clear set of consumer priorities, dictating what the U.S. food marketplace, now over a trillion dollars in size, is looking for when it comes to food.

• Taste - There's an old saying that if it tastes bad, you can't make it cheap enough to sell. Eating has always been viewed as more than just a survival necessity. People want to enjoy eating, and that simply means the food has to taste good. People are now re-discovering the huge effect that freshness has on the taste of food, and are less willing to settle for the traditional salt and sugar cover-up.

• Cost - It has to fit inside the budget. Every aspect of the food business is highly competitive, and numbers are easier to compare than anything else. Today, with a world of data at their electronic fingertips, consumers can locate the cheapest of anything in the blink of an eye and quickly decide if it's worth the savings.

• Health - More and more consumers are looking closely at things they use to overlook. They now pay attention to saturated fats and salt and sugar and added chemicals. It's one of the reasons that people have begun turning away from highly processed foods. They're looking for fewer chemicals and more real food. Consumers are increasingly aware that just because the government says it's safe doesn't make it healthy.

• Ease - In spite of the popularity of television cooking shows, and the fact that cookbooks are traditionally some of the biggest sellers in publishing, most Americans simply don't do what they see on TV and don't cook what they read in cookbooks. America gave rise to the fast food industry because, for better or worse, the average American is out the door, with little time left to be creative in the kitchen.

These four priorities are exactly what Florida-based restaurant chain GRILLiT had in mind when they set out to prove that a fast and economic dining experience, and fresh nutritious home style cooking, are not mutually exclusive. It's this important understanding of today's marketplace that has made them popular in Florida, and it's the reason that they are now focused on executing a rapid growth plan, attracting major outside help for an expansion that is expected to eventually reach coast to coast.

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