Newest Panera Bread Franchise Group Led by NFL Veteran Keyshawn Johnson to Develop Bakery-Cafes in California

Panera Bread today announced
an area development agreement with First Picks Bread Company, LLC for its
continued expansion in California.

The group plans to develop 12 bakery-cafes
in Santa Barbara, San Luis Obispo and Ventura counties by 2011.

First Picks is headed by NFL star and businessman Keyshawn Johnson, who
brings considerable experience as a franchise operator to his latest endeavor
with Panera Bread. Johnson has owned and operated the fine dining restaurants
Reign in Beverly Hills, CA and Profusion in Tampa, FL, and currently operates
a multi-unit entity of Cold Stone Creamery stores in Dallas, TX. In addition
to Johnson, the First Picks team is comprised of Glenn and Clarence Mah, Chief
Operating Officer and Chief Financial Officer respectively, and Ingrid
Roberts, Managing Director. Mah and Mah bring 20 years of experience in the
foodservice and hospitality industry, currently as part of CHED Concept
Restaurants, an award-winning restaurant and bar operator in the United States
and Canada. Roberts has over 12 years experience in marketing and business
development, and is currently Managing Director of Keyshawn Inc., Johnson’s
parent company.

“Panera Bread is pleased to welcome the team at First Picks as the newest
addition to our franchise community,” said Mike Kupstas, Chief Franchise
Officer for Panera Bread. “We are excited about Panera’s continued growth in
California and believe our partnership with First Picks will provide us with a
great opportunity to expand into an area perfectly suited for us.”

Johnson is best known for his illustrious career in the NFL, currently as
a wide receiver with the Dallas Cowboys. The #1 overall pick in the 1996 NFL
draft, Johnson later went on to become a Super Bowl Champion as part of the
Tampa Bay Buccaneers during the 2002-03 season.

“I am truly excited to have an opportunity to be involved with one of the
finest brands in the restaurant industry,” said Johnson. “Along with my
business partners, we are thrilled to expand Panera in my home state of
California. Panera exhibits a strong commitment to the communities in which
they operate – and we are eager to continue that tradition by contributing to
the economic vitality of one of the country’s most beautiful and viable
regions.”

A graduate of the University of Southern California, Johnson has achieved
success in numerous business and charitable endeavors outside of the football
world. In addition to his role as CEO of First Picks, Johnson currently
serves as President and COO of Keyshawn Capital Development, focused on
commercial, retail and residential development, as well as community
redevelopment. He also serves as Founder and President of The Keyshawn
Johnson Education Fund, a group that provides scholarships and programs to
encourage youth education, as well as provide opportunities for at-risk
youths. Johnson is a spokesperson for many philanthropic, social and economic
development entities, and continues to strive to be a leader and visionary
both on and off the field.

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