BIG CITY BAGELS INC
424B3, 1998-04-15
EATING PLACES
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                                                                 Rule 424(b)(3)
                                                      Registration No. 333-29297
 
                            BIG CITY BAGELS, INC.

                                  Common Stock
                         Common Stock Purchase Warrants

         This Prospectus  relates to shares of common stock, par value $.001 per
share  ("Common  Stock"),  of Big City Bagels,  Inc.  ("Company")  issuable upon
conversion of 265,000 shares of the Company's Class A Preferred Stock, $.001 par
value and $10.00  stated  value  ("Preferred  Stock"),  that may be offered  for
resale for the  account of the holders of the  Preferred  Stock.  The  Preferred
Stock  accrues  dividends  at the rate of 8% per  annum,  payable  in cash or in
shares of Common Stock at the election of the Company on the date the  Preferred
Stock is  converted  into  shares  of  Common  Stock.  The  Preferred  Stock and
dividends accrued thereon are convertible,  at the election of the holder,  into
shares of Common  Stock at a  conversion  rate per share equal to the greater of
(i) 75% of the  average  closing  bid  price of the  Common  Stock  for the five
consecutive  trading days  immediately  prior to the date of  conversion or (ii)
$0.2585.  The shares of Preferred Stock then outstanding  automatically  convert
into shares of Common  Stock on December  31,  2000.  The Company may redeem the
Preferred  Stock,  in whole  as a class  and not in  part,  upon 30 days'  prior
written  notice,  at a price payable in cash equal to the sum of (i) 125% of the
stated  value of the shares  being  redeemed,  plus (ii) the  dividends  accrued
through the redemption date.

         This Prospectus also relates to 200,000 Common Stock Purchase  Warrants
("Placement  Agent Warrants" and, together with the Common Stock offered hereby,
the  "Securities") and the shares of Common Stock issuable upon exercise of such
warrants  that may be offered for resale for the  accounts of the holders of the
Placement  Agent  Warrants.  The  Placement  Agent  Warrants  entitle the holder
thereof to  purchase  125,000  shares of Common  Stock for $1.3125 per share and
75,000  shares of Common  Stock for $5.00 per share,  in both cases  exercisable
until December 30, 2002.

         All of the  Securities  offered  hereby  are being  registered  for the
respective  accounts of the holders of the Preferred  Stock and of the Placement
Agent Warrants (collectively,  the "Selling  Securityholders") set forth in this
Prospectus  under the heading "Selling  Securityholders."  No period of time has
been fixed within which the Securities covered by this Prospectus may be offered
or sold.  The Company will not receive any of the proceeds  from the sale of the
Securities;  however,  it will  receive an  aggregate  of  $539,062.50  in gross
proceeds  if the  Placement  Agent  Warrants  are fully  exercised.  See "Use of
Proceeds" and "Selling Securityholders."

         All costs, expenses and fees in connection with the registration of the
Securities  offered  by this  Prospectus  will be  borne  by the  Company.  Such
expenses are estimated at $55,000.  Brokerage commissions and discounts, if any,
attributable  to the sale of the  Securities  for the  accounts  of the  Selling
Securityholders will be borne by them.

         The Common Stock of the Company is quoted on The Nasdaq SmallCap Market
under the symbol  "BIGC."  On April 3, 1998,  the last sale price for the Common
Stock was $0.75.



THE SECURITIES  OFFERED HEREBY ARE SPECULATIVE AND INVOLVE A HIGH DEGREE OF RISK
AND SHOULD NOT BE  PURCHASED BY  INVESTORS  WHO CANNOT  AFFORD THE LOSS OF THEIR
ENTIRE INVESTMENT. SEE "RISK FACTORS" AT PAGE 7.


THESE  SECURITIES  HAVE NOT BEEN APPROVED OR  DISAPPROVED  BY THE SECURITIES AND
EXCHANGE  COMMISSION OR ANY STATE  SECURITIES  COMMISSION NOR HAS THE SECURITIES
AND  EXCHANGE  COMMISSION  OR ANY STATE  SECURITIES  COMMISSION  PASSED UPON THE
ACCURACY OR ADEQUACY OF THIS PROSPECTUS. ANY REPRESENTATION TO THE CONTRARY IS A
CRIMINAL OFFENSE.

                  The date of this Prospectus is April 3, 1998

                

<PAGE>



         No person has been  authorized to give any  information  or to make any
representations not contained or incorporated by reference in this Prospectus in
connection  with the offer  described in this  Prospectus and, if given or made,
such  information  and  representations  must not be relied  upon as having been
authorized  by the  Company or any of the Selling  Securityholders.  Neither the
delivery of this Prospectus nor any sale made under this Prospectus  shall under
any  circumstances  create any implication  that there has been no change in the
affairs of the Company  since the date hereof or since the date of any documents
incorporated  herein by reference.  This Prospectus does not constitute an offer
or  solicitation  in any state to any person to whom it is unlawful to make such
offer in such state.

                                TABLE OF CONTENTS
                                                                          Page
                                                                          ---- 
AVAILABLE INFORMATION....................................................   2
DOCUMENTS INCORPORATED BY REFERENCE......................................   3
PROSPECTUS SUMMARY.......................................................   4
RISK FACTORS.............................................................   7
USE OF PROCEEDS..........................................................  10
SELLING SECURITYHOLDERS..................................................  11
PLAN OF DISTRIBUTION.....................................................  12
LEGAL MATTERS............................................................  12
EXPERTS..................................................................  12
INDEMNIFICATION..........................................................  12


                              AVAILABLE INFORMATION

         The Company  has filed with the  Commission,  in  Washington,  D.C.,  a
Registration  Statement  on  Form  S-3  ("Registration   Statement")  under  the
Securities  Act of 1933,  as amended  ("Securities  Act"),  with  respect to the
Securities  offered  hereby.  This  Prospectus  does  not  contain  all  of  the
information set forth in the Registration  Statement and exhibits  thereto.  For
further information with respect to the Company and the Securities, reference is
hereby made to the Registration Statement and exhibits. The statements contained
in this Prospectus as to the contents of any contract or other document filed as
an exhibit are not complete and the  description of such contract or document is
qualified  in its  entirety  by  reference  to such  contract or  document.  The
Registration  Statement,  together  with the  exhibits,  may be inspected at the
Commission's  principal  office in  Washington,  D.C. and copies may be obtained
upon payment of the fees prescribed by the Commission.

         The  Company  is  subject  to  the  information   requirements  of  the
Securities  Exchange Act of 1934, as amended ("Exchange Act"), and in accordance
therewith  files  reports,  proxy  statements  and  other  information  with the
Commission.  Such reports,  proxy statements and other  information filed by the
Company  under the  Exchange  Act may be  inspected  and  copied  at the  public
reference  facilities of the Commission,  Judiciary Plaza,  Room 1024, 450 Fifth
Street,  N.W.,  Washington,  D.C.  20549,  as well as at the following  Regional
Offices:  7 World Trade Center,  New York, New York 10048;  and 500 West Madison
Street, Suite 1400, Chicago, Illinois 60661-2511. Copies also can be obtained at
prescribed  rates from the  Commission's  Public  Reference  Section,  Judiciary
Plaza, 450 Fifth Street, N.W., Washington,  D.C. 20549. The Commission maintains
a web site that contains  reports,  proxy and  information  statements and other
information  regarding registrants that file electronically with the Commission.
The address of such web site is  http://www.sec.gov.  The Common Stock is listed
on The Nasdaq  SmallCap  Market and  information  concerning  the Company can be
inspected and copied at The Nasdaq Stock Market, 1735 K Street, N.W. Washington,
D.C. 20006.

                                       2

<PAGE>



                       DOCUMENTS INCORPORATED BY REFERENCE

         The following  documents  filed by the Company with the  Commission are
incorporated by reference into this Prospectus and made a part hereof:

         (a) The Company's proxy  statement,  dated June 4, 1997, for its annual
meeting of shareholders,  filed with the Commission pursuant to Section 14(a) of
the Exchange Act and Rule 14a-6 thereunder; and

         (b) The  Company's  Annual  Report on Form  10-KSB  for the year  ended
December 31, 1997,  filed with the  Commission  pursuant to Section 13(a) of the
Exchange Act.

         The  description  of the  Company's  Common  Stock is  contained in the
Company's   Registration  Statement  on  Form  8-A  declared  effective  by  the
Commission on May 7, 1996,  which  registration  statement is also  incorporated
into this Prospectus by reference and made a part hereof.

         All  documents  filed by the Company  with the  Commission  pursuant to
Sections  13(a),  13(c), 14 and 15(d) of the Exchange Act after the date of this
Prospectus  and prior to the  termination of this offering shall be deemed to be
incorporated by reference in this Prospectus and shall be a part hereof from the
date  of  filing  of such  documents.  Any  statement  contained  in a  document
incorporated by reference in this Prospectus and filed with the Commission prior
to the date of this Prospectus  shall be deemed to be modified or superseded for
purposes of this Prospectus to the extent that a statement  contained herein, or
in any other  subsequently  filed document which is deemed to be incorporated by
reference herein,  modifies or supersedes such statement.  Any such statement so
modified or superseded shall not be deemed, except as so modified or superseded,
to constitute a part of this Prospectus.

         The Company  will  provide  without  charge to each person to whom this
Prospectus is delivered,  upon written or oral request of such person, a copy of
any or all of the foregoing  documents  incorporated  herein by reference (other
than  exhibits  to  such  documents,   unless  such  exhibits  are  specifically
incorporated by reference into such documents).  A written or telephone  request
should be directed to Big City Bagels, Inc., 99 Woodbury Road,  Hicksville,  New
York 11801, telephone number (516) 932-5050, Attention: Investor Relations.




                                       3

<PAGE>



                               PROSPECTUS SUMMARY

The  information set forth below is qualified in its entirety by the information
set  forth  in  those  documents  incorporated  herein  by  reference.   Certain
statements  contained in the Prospectus Summary and elsewhere in this Prospectus
regarding matters that are not historical  facts,  such as statements  regarding
growth  trends in the bagel  industry  and the  Company's  growth  strategy  and
expansion plans, are forward-looking  statements (as such term is defined in the
Securities  Act).  Since  such  forward-looking  statements  include  risks  and
uncertainties,  actual  results may differ  materially  from those  expressed or
implied by such  statements.  Factors that could cause actual  results to differ
materially  include,  but are not limited to, those discussed herein under "Risk
Factors" as well as those discussed elsewhere in this Prospectus.

                                   The Company


General

         The Company operates and franchises  upscale bagel/deli cafes under the
Company's  registered  trademark  Big City  Bagels(R).  These stores sell a wide
variety of oversized, fresh baked bagels, including unique specialty bagels, and
cream cheese spreads,  muffins and other bakery products for take-out and eat-in
consumption.  Big City Bagels  stores also sell  salads,  sandwiches,  specialty
coffees  and other  beverages.  The  Company  recently  expanded  its concept to
include more deli product offerings,  including new sandwich menu items, and has
created a new store design with a stronger deli emphasis.  The Company owns five
stores, which are located in California,  Arizona and New York. The Company also
sells Big City Bagels  franchises.  Currently,  there are 13 franchises open and
operating in California,  Colorado, Idaho and Minnesota and the Company has sold
franchises  to open an  additional  16 stores,  which are in  various  stages of
development.  The Company also sells its products to wholesale accounts and food
service operators.

Business Strategy

         The  Company's  long-term  objective  is to become a  leading  national
bagel/deli  store chain.  The Company  seeks to achieve this  objective  by: (i)
expanding  its  concept  to  include a  stronger  deli  emphasis;  (ii)  opening
additional  stores and  acquiring  existing  bagel  stores or chains;  and (iii)
increasing sales to wholesale accounts.

         Expand Concept to Include a Stronger Deli Emphasis

         The Company has added a wide  variety of  sandwiches,  breads and other
lunch items to its menu and has created a new store design. The Company believes
that  expanding  its concept to include a stronger  deli  emphasis will increase
retail  sales by  generating  more  lunch  and  afternoon  business,  both  from
increased   in-store  traffic  and  through  catering  and  office  delivery  to
commercial  accounts.  The Company also believes that this expanded concept will
enable the  Company to offer more to  prospective  franchisees  than other bagel
store chains.

         Open Additional Company-owned Stores

         The Company plans to open additional  Company-owned stores in strategic
geographic  locations and acquire  existing  bagel stores or chains and possibly
other retail  enterprises  that the Company believes will enhance its operations
and provide  entry into new markets.  In January 1998,  the Company  purchased a
bagel store located in New York City and has an exclusive  option to purchase an
additional  store in New York City until  January  1999.  The  Company  also has
leased  retail  space  in New  York  City  where  it  intends  to  open  another
Company-owned  store in June 1998. In  determining  whether to make a particular
acquisition,  the Company will consider,  among other things, the size, location
and existing operations of the acquisition candidate, as well as such candidates
potential  to  maximize  growth and  increase  revenues.  Although  the  Company
regularly evaluates possible acquisition opportunities, the Company currently is
not a party to any agreements  with respect to any  acquisition.  As part of its
expansion  strategy,  the  Company  will focus its  resources  on higher  volume
stores.  The Company's  ability to make acquisitions and open new Company- owned
stores  (other  than the second  store in New York City) is  dependent  upon the
Company's ability to obtain financing from outside sources.

                                       4
<PAGE>

         Expand Wholesale Business

         As name  recognition  and product  acceptance  continues  to grow,  the
Company  intends to  continue  to expand its  business  by  targeting  wholesale
accounts.  The Company currently is the exclusive supplier of bagels for certain
domestic flights for Northwest Airlines.

Corporate Background

         The Company and its  wholly-owned  subsidiary,  Big City NY, Inc., were
incorporated  under  the  laws of the  State of New  York in  December  1992 and
November  1997,  respectively.  The Company's  principal  executive  offices are
located at 99 Woodbury Road, Hicksville, New York 11801 and its telephone number
is (516) 932-5050.

Products and Distribution

         The proprietary  recipes for the Company's unique products were created
by Jerry  Rosner,  President of the Company,  drawing upon his 20-plus  years of
bagel-making  experience.  Utilizing these recipes, the Company's bagel dough is
prepared,  in accordance with the Company's  strict quality control  guidelines,
either in  Company-  or  franchisee-  owned  commissaries  or by an  independent
supplier and then delivered to  Company-owned  stores,  franchises and wholesale
accounts (with the exception that the Company's New York City store prepares the
bagel  dough at that  location).  The bagels are then baked in each store  daily
using a traditional  technique  which  requires the bagels to be boiled and then
baked. Cream cheese spreads and muffins also are prepared in each store daily in
accordance  with quality  control  guidelines  from  ingredients  purchased from
independent suppliers.  While bagel and cream cheese sales currently represent a
significant  portion  of retail  sales,  the  stores  also  offer a  variety  of
breakfast  and lunch bagel  sandwiches,  soups,  freshly baked muffins and other
bakery  products,  gourmet coffee and espresso  drinks,  juices and a variety of
soft drinks. In addition, the Company offers innovative products,  such as bagel
pockets and  three-foot  party  bagels,  and  imaginative  catering  platters to
service its customers.

         The Company  currently owns and operates a commissary  located in Costa
Mesa, California, which services many Big City Bagels stores. In April 1998, the
Company  will be moving  this  commissary  to a  facility  located  in  Ontario,
California, which contains cold storage space, eliminating the Company's need to
maintain a separate cold storage facility.  The Company also has assisted one of
its franchisees, who entered into an area development agreement with the Company
to open stores in the  Minneapolis/St.  Paul,  Minnesota area, in establishing a
commissary owned and operated by such franchisee in Minneapolis to service these
stores. The Company also uses an independent supplier to prepare bagel dough for
certain  Company-owned  stores,  franchises  and  wholesale  accounts,   thereby
enabling the Company to supply more stores and wholesale accounts without having
to build additional commissaries.

Store Design and Locations

         Big City Bagels stores are designed to be upscale bagel/deli cafes. The
Company's  store  design is  adaptable  to  various  site  locations,  including
shopping centers,  free-standing  units,  drive-thru and commercial sites, which
are selected on heavily-traveled thoroughfares. One of the Company's franchisees
in Idaho currently is operating a drive-thru  store and the Company  anticipates
that  one of  its  franchisees  in  Fayetteville,  North  Carolina  will  open a
drive-thru store in April 1998. The Company believes that its concept also could
be applied to smaller  "satellite"  stores,  such as kiosks located in airports,
commercial buildings and shopping malls. Such stores would be serviced by stores
where baked goods would be prepared and then delivered to the satellite  stores,
thereby  eliminating the need for baking equipment in the satellite stores.  The
Company  recently  turned  one of  its  Costa  Mesa,  California  stores  into a
satellite  store  and  intends  to  open  another  satellite  store  in  Tustin,
California  in May 1998,  both of which are or will be serviced by the Company's
other Costa Mesa,  California store. Big City Bagels stores are typically highly
visible  and  easily  accessible.  The stores  generally  are  located  within a
three-mile radius of at least 30,000 residents in an area with a mix

                                       5

<PAGE>



of  both   residential   and  commercial   properties.   The  average  store  is
approximately  1,600 to 2,200  square  feet with a seating  capacity of 20 to 60
persons.  Although  the  stores  may vary in size,  store  layout and design are
generally consistent.

         The  following  table sets forth by  location  the number of  currently
opened  Company-owned  stores and franchises  and the number of franchises  that
have been sold but not yet opened:



                                                 Stores Not Yet Opened
Location                    Stores Open          Under Franchises Sold
- - ---------                   -----------          ---------------------

Arizona..............          1(1)                      3
California...........         10(2)                      2
Colorado.............           1                        0
Idaho................           1                        1
Minnesota............           4                        0
Nevada...............           0                        1
New York.............          1(1)                      0
North Carolina.......           0                        7
Washington...........           0                        2
                               ---                      ---
       Total.........          18                       16

- - -----------------------------
(1) Includes one Company-owned store.

(2) Includes three Company-owned stores.


                         December 1997 Private Placement

         On  December  31,  1997,  the  Company  completed  a private  placement
("Private  Placement")  from  which  the  Company  received  gross  proceeds  of
$2,650,000  through the sale of 265,000 shares of Preferred  Stock to accredited
investors.  Perrin,  Holden & Davenport  Capital Corp., a member of the National
Association of Securities Dealers, Inc. ("Placement Agent"),  acted as exclusive
placement agent for the Company and received a commission of $265,000, or 10% of
the  offering  price of the  Preferred  Stock.  The  Company  also issued to the
Placement Agent and its designee  Placement  Agent  Warrants,  which entitle the
holders thereof to purchase 125,000 shares of Common Stock for $1.3125 per share
(the  average of the closing bid prices of the Common Stock for the five trading
days immediately preceding the closing date of the Private Placement) and 75,000
shares of Common  Stock for $5.00 per  share,  in both cases  exercisable  until
December 30, 2002. Total costs of the Private Placement, including the Placement
Agent's  commission  and costs to register  the  Securities,  are  estimated  at
$325,000.

         The  Company  has  agreed  to  register   for  resale  by  the  Selling
Securityholders  (i) the shares of Common Stock issuable upon  conversion of the
Preferred  Stock,  (ii) the  Placement  Agent  Warrants  and (iii) the shares of
Common Stock  issuable upon exercise of the Placement  Agent  Warrants under the
Securities Act pursuant to the  Registration  Statement of which this Prospectus
is a part.


                                       6


<PAGE>



                                  RISK FACTORS


The securities offered hereby are speculative and involve a high degree of risk.
Accordingly,  in  analyzing  an  investment  in  these  securities,  prospective
investors  should  carefully  consider,  along with other  matters  referred  to
herein, the following risk factors.

         Limited Revenues and Significant and Continuing Losses. Since inception
in December  1992, the Company has generated  limited  revenues and has incurred
significant   losses,   including  net  losses  of  $2,537,451  and  $3,543,066,
respectively,  for the  years  ended  December  31,  1996 and 1997.  Losses  are
expected to  continue  at least  through  1998.  Inasmuch  as the  Company  will
continue to have a high level of operating expenses and will be required to make
significant  up-front  expenditures  in connection  with its proposed  expansion
(including  salaries of executive,  marketing and other personnel),  the Company
anticipates  that losses will continue  until such time, if ever, as the Company
is able to generate  sufficient revenues to finance its operations and the costs
of continuing expansion. There can be no assurance that the Company will be able
to generate significant revenues or achieve profitable operations.

         Need for Additional Financing. Although the Company has no present need
to raise additional capital to support its existing operations through 1998, the
Company does believe that it will need to obtain  financing from outside sources
to  support  its  operations  beyond  1998 and to fund  its  plans  for  growth,
including  making potential  acquisitions  and  establishing  new  Company-owned
stores  (other  than the  second  New York City  store).  While the  Company  is
currently  exploring  its  ability  to obtain  such  financing,  there can be no
assurance that it will be able to do so.

         Uncertainty of Expansion. Currently, 18 Big City Bagels stores are open
and operating. In addition, the Company has sold franchises for an additional 16
stores.  The opening and  success of Big City Bagels  stores  depends on various
factors,  including customer  acceptance of the Big City Bagels store concept in
new markets,  the  availability of suitable sites, the negotiation of acceptable
lease terms for new locations,  the receipt of necessary  permits and regulatory
compliance,  the ability to meet construction schedules, the financial and other
capabilities of the Company and its  franchisees,  the ability of the Company to
successfully manage this anticipated  expansion and to hire and train personnel,
and general economic and business  conditions.  Not all of the foregoing factors
are within the control of the Company or its franchisees.

         The Company's  plans for expansion  include  acquiring  existing  bagel
stores or chains and possibly other retail enterprises that the Company believes
will complement its operations.  No assurance can be given that the Company will
be able to evaluate successfully the advisability of any particular  acquisition
or that  it will  successfully  integrate,  convert,  or  operate  any  acquired
business.  These  acquisitions  may not be subject to  approval or review by the
Company's   shareholders.   The  Company's   expansion  also  will  require  the
implementation  of  enhanced  operational  and  financial  systems  as  well  as
additional management, operational and financial resources. Failure to implement
these systems and add these  resources  could have a material  adverse effect on
the Company's  results of operations  and financial  condition.  There can be no
assurance  that the  Company  will be able to manage  its  expanding  operations
effectively or that it will be able to maintain or accelerate its growth.

         Dependence on Franchisees.  The Company realizes a substantial  portion
of its revenues from sales of bagel dough to franchisees,  initial franchise and
area development fees and continuing royalty payments from its franchisees.  The
Company is therefore substantially dependent upon its ability to attract, retain
and  contract  with  suitable  franchisees  and the  ability of  franchisees  to
successfully  open and operate their franchises.  Should the Company  experience
difficulty in attracting  suitable  franchisees,  or the  franchisees  encounter
business or operational difficulties,  the Company's revenues will be materially
adversely  affected.  Such reduction in revenues also may negatively  impact the
Company's ability to sell new franchises.  Consequently, the Company's financial
prospects are directly  related to the success of its  franchisees  in promoting
the Big City  Bagels  concept  and the  success  of each  store,  over which the
Company has no direct  control.  There can be no assurance that the Company will
be able to successfully develop new franchises or that the Company's franchisees
will be able to successfully develop and operate stores.


                                       7

<PAGE>



         Food Service  Industry.  Food service  businesses often are affected by
changes in consumer tastes,  national,  regional and local economic  conditions,
demographic  trends,  traffic  patterns  and the type,  number and  location  of
competing  businesses.  Multi-unit  food service chains such as the Company also
can be  materially  adversely  affected by  publicity  resulting  from poor food
quality,  illness,  injury or other health concerns or operating issues stemming
from one store or a limited  number of  stores.  In  addition,  factors  such as
inflation,  increased food, labor and employee  benefit costs,  regional weather
conditions and the unavailability of experienced management and hourly employees
also may materially  adversely affect the food service industry in general,  and
the Company's results of operations and financial condition in particular.

         Competition.  The food  service  industry in general,  and the take-out
sector in particular,  are intensely  competi tive. The Company competes against
well-established   food  service   companies  with  greater   product  and  name
recognition and larger financial,  marketing and distribution  capabilities than
those of the Company,  as well as  innumerable  local food  establishments  that
offer  similar  products.  In addition,  the Company  believes that the start-up
costs  associated  with opening a retail food  establishment  offering  products
similar to those offered by the Company, on a stand-alone basis, are competitive
with the  start-up  costs  associated  with  opening a Big City Bagels store and
accordingly, are not an impediment to entry of competitors into the retail bagel
business. There can be no assurance that the Company can compete successfully in
this complex market.

         Government  Regulation.  The Company's franchise operations are subject
to regulation by the Federal Trade Commission (the "FTC") in compliance with the
FTC's  rule  entitled  Disclosure   Requirements  and  Prohibitions   Concerning
Franchising  and Business  Opportunity  Ventures,  which  requires,  among other
things,  that the  Company  prepare  and  update  periodically  a  comprehensive
disclosure document in connection with the sale and operation of its franchises.
The Company and its franchisees also must comply with state franchising laws and
a wide range of other state and local rules and regulations  applicable to their
business.  Continued  compliance  with  this  broad  federal,  state  and  local
regulatory  network is essential  and costly and the failure to comply with such
regulations  may have an  adverse  effect on the  Company  and its  franchisees.
Violations  of  franchising  laws and/or state laws and  regulations  regulating
substantive  aspects of doing  business in a particular  state could subject the
Company and its affiliates to rescission  offers,  monetary damages,  penalties,
imprisonment and/or injunctive proceedings.  In addition,  under court decisions
in certain states,  absolute vicarious liability may be imposed upon franchisors
based upon  claims  made  against  franchisees.  Even if the  Company is able to
obtain  coverage for such claims,  there can be no assurance that such insurance
will be sufficient to cover potential claims against the Company.

         Raw Material Cost Fluctuations; Dependence on Suppliers. As the Company
expands its Company-owned store operations,  the Company's operating results and
financial condition may be materially  adversely affected by fluctuations in the
cost of flour, its primary raw material. Such costs are determined by constantly
changing market forces over which the Company has no control. The Company has no
long-term contracts with any of its suppliers.  The loss of any of its suppliers
could  materially  adversely  affect the Company's  business  until  alternative
arrangements  were  secured.  Although the Company  believes  that  arrangements
similar to those which the Company  currently  has with its  suppliers  could be
secured with other suppliers, there can be no assurance of this.

         Dependence on Key Personnel.  The Company's operations are dependent on
the  efforts of Mark  Weinreb,  its  Chairman  of the Board and Chief  Executive
Officer,  and Jerry Rosner,  its President.  Although the Company has employment
agreements with each of Messrs. Weinreb and Rosner, the terms of such agreements
expire on December  31,  1998,  and the loss of the  services of either of these
officers could have a material  adverse  effect on the Company.  There can be no
assurance that a suitable  replacement could be found in the event of the death,
disability or  resignation of either of Messrs.  Weinreb or Rosner.  The Company
has  obtained  key-person  life  insurance  on the lives of Messrs.  Weinreb and
Rosner in the amount of $2 million each.

         Continuing Control by Management.  Messrs. Mark Weinreb,  Jerry Rosner,
Stanley  Raphael  and  Stanley  Weinreb,  each of whom is also a director of the
Company,  currently  own, in the aggregate,  approximately  43% of the Company's
outstanding  Common  Stock.  In  addition,   these  persons  are  parties  to  a
shareholder  agreement,  pursuant  to which  each of them has agreed to vote his
shares for  the  election of  each of the others as a director of the Company as

                                       8

<PAGE>



long as each such other  person owns at least  100,000  shares of Common  Stock.
Accordingly,  such  shareholders,  acting  together,  will be in a  position  to
effectively control, or at least strongly influence, the Company,  including the
election of all of the directors of the Company.

         No Dividends. The Company never has paid dividends on its Common Stock.
The Company intends to retain earnings, if any, for use in its business and does
not anticipate  paying any cash dividends on its Common Stock in the foreseeable
future.

         Volatility of Market Price. The trading price of the Common Stock could
be subject to wide fluctuations in response to quarterly variations in operating
results,  failure to meet  expectations of, or a change in  recommendations  by,
securities  analysts,  announcements  of  new  products  by the  Company  or its
competitors,  government  policy  changes and other events or factors  including
factors outside the Company's control.  The market price of the Company's Common
Stock has been highly  volatile to date and the market price of the Common Stock
may continue to be highly volatile in the future.

         Possible  Delisting of  Securities  from Nasdaq  System.  The Company's
Common  Stock is listed on The  Nasdaq  SmallCap  Market  ("Nasdaq").  Effective
February 22, 1998, in order to continue to be listed on Nasdaq,  a company must,
among  other   things,   maintain  $2  million  in  net   tangible   assets  or,
alternatively,  a $35 million market  capitalization  or $500,000 of net income,
and a minimum bid price of $1.00 per share. The Company was notified on April 3,
1998  that,  based on  Nasdaq's  review of the price data  covering  the last 30
consecutive  trade dates,  the Common Stock has failed to maintain a minimum bid
price of  $1.00  per  share.  The  Company  has  until  July 2,  1998 to  regain
compliance  with the  minimum bid price  requirement,  and can do so only if the
Common Stock maintains a minimum bid price of $1.00 for ten consecutive  trading
days.  In  addition,  continued  inclusion  on Nasdaq  requires  the adoption of
corporate governance  requirements  including,  among other things, a minimum of
two independent directors.  The Company's Board of Directors has determined that
Stanley  Raphael  and  Stanley  Weinreb  meet  the  criteria  to  be  considered
independent  directors,  although  there can be no  assurance  that  Nasdaq will
accept  this  determination  in view of the fact that  Stanley  Weinreb  is Mark
Weinreb's father.  The failure to meet these maintenance  criteria in the future
may result in the delisting of the Company's securities from Nasdaq and trading,
if any, in the Company's  securities  would  thereafter be conducted on the NASD
OTC Bulletin Board. As a result of such delisting,  an investor may find it more
difficult to dispose of, or to obtain accurate quotations as to the market value
of, the Company's  securities.  In addition,  if the Common Stock were to become
delisted  from trading on Nasdaq and the trading  price of the Common Stock were
to fall below $5.00 per share, trading in the Common Stock also would be subject
to the requirements of certain rules  promulgated  under the Exchange Act, which
require  additional  disclosure by  broker-dealers in connection with any trades
involving a stock defined as a penny stock  (generally,  any  non-Nasdaq  equity
security  that has a market  price of less than  $5.00  per  share,  subject  to
certain exceptions).  Such rules require the delivery,  prior to any penny stock
transaction,  of a disclosure schedule explaining the penny stock market and the
risks associated  therewith,  and impose various sales practice  requirements on
broker-dealers who sell penny stocks to persons other than established customers
and  accredited   investors  (generally   institutions).   For  these  types  of
transactions,  the broker-dealer must make a special  suitability  determination
for the  purchaser  and have  received the  purchaser's  written  consent to the
transaction prior to sale. The additional burdens imposed upon broker-dealers by
such  requirements  may  discourage  them  from  effecting  transactions  in the
Company's securities,  which could severely limit the liquidity of the Company's
securities  and the  ability  of  purchasers  in  this  Offering  to  sell  such
securities in the secondary market.

         Potential  Adverse  Effect  of  Issuance  of  Preferred  Stock  Without
Shareholder  Approval;  Restriction on Issuance of Capital Stock.  The Company's
Certificate  of  Incorporation  authorizes  the issuance of 1,000,000  shares of
Preferred  Stock  with  such  rights,  preferences  and  designations  as may be
determined from time to time by the Board of Directors.  Accordingly,  the Board
of Directors is empowered,  without  shareholder  approval,  to issue  Preferred
Stock with dividend, liquidation, conversion, voting or other rights which could
adversely  affect the voting  power or other rights of the holders of the Common
Stock and, in certain circumstances,  depress the market price of the securities
offered hereby. In the event of issuance,  the Preferred Stock could be utilized
under certain circumstances as a method of discouraging,  delaying or preventing
a change in control of the Company. The Company currently has 265,000 shares

                                       9

<PAGE>



of Preferred Stock outstanding. Although the Company has no present intention of
issuing additional shares of Preferred Stock, there can be no assurance that the
Company will not issue additional shares of Preferred Stock in the future.


                                 USE OF PROCEEDS

         All of the  Securities  offered  hereby  are being  registered  for the
respective accounts of the Selling Securityholders. The Company will not receive
any of the proceeds from the sale of the Securities; however, it will receive an
aggregate of $539,062.50  in gross proceeds if the Placement  Agent Warrants are
fully exercised. The Company is unable to estimate the number of Placement Agent
Warrants  that may be exercised.  The Company  believes that the exercise of the
Placement  Agent  Warrants  primarily will be dependent on the market price of a
share of Common Stock at the time of exercise and its relation to their exercise
price. See "Selling Securityholders."

         The Company intends to use the net proceeds from the exercise of any of
the Placement Agent Warrants for working capital and general corporate purposes.
Pending  application of the proceeds,  the Company intends to place the funds in
interest-bearing  investments  such as bank accounts,  certificates  of deposit,
money market funds and United States government obligations.


                                       10



<PAGE>



                             SELLING SECURITYHOLDERS

         The tables set forth below provide certain  information with respect to
the  beneficial   ownership  of  the  Company's  Common  Stock  by  the  Selling
Securityholders  as of February  6, 1998,  and as adjusted to give effect to the
sale of all of the securities offered hereby. See "Plan of Distribution." Except
as otherwise  indicated,  the number of shares of Common Stock  reflected in the
tables has been determined in accordance with Rule 13d-3  promulgated  under the
Exchange  Act.  Under  this  rule,   each  Selling   Shareholder  is  deemed  to
beneficially  own the number of shares of Common Stock issuable upon  conversion
of the Preferred  Stock and upon exercise of the Placement  Agent Warrants since
such Preferred Stock and warrants are presently  convertible or exercisable,  as
the case may be. Accordingly,  the number of shares of Common Stock set forth in
the column on each table entitled  "Number of Shares of Common Stock Owned Prior
to Offering and Being Sold in Offering"  includes the number of shares of Common
Stock issuable upon  conversion of the Preferred  Stock and upon exercise of the
Placement  Agent Warrants.  For purposes of  presentation  in the tables,  it is
assumed  that the  Selling  Securityholders  will  convert  all of the shares of
Preferred  Stock and exercise all of the Placement  Agent Warrants  indicated as
being  owned and then  resell all of the shares of Common  Stock  received  upon
conversion or exercise thereof. Unless otherwise indicated,  each of the Selling
Securityholders  possesses sole voting and investment  power with respect to the
securities  shown and none of the  Selling  Securityholders  has had a  material
relationship  with the Company or any of its  predecessors or affiliates  within
the past three years.

<TABLE>
<CAPTION>

                                                        Dollar Amount of Preferred       Number of Shares of Common
                                                           Stock Owned Prior to        Stock Owned Prior to Offering
Name                                                           Offering(1)             and Being Sold in Offering(2)
- - -----                                                  ----------------------------    ------------------------------
<S>                                                              <C>                                <C>   
Michael Ackerman......................................           $50,000                            62,016
Brass Capital, L.L.C..................................           $50,000                            62,016
Mendel Gluckowsky.....................................           $25,000                            31,008
Gross Foundation Inc..................................          $100,000                           124,031
International Investment Group Equities Fund N.V......          $500,000                           620,155
International Investment Group L.L.C..................          $200,000                           248,062
Kadar Investment Company, Ltd.........................          $175,000                           217,054
Leon Kahn.............................................           $50,000                            62,016
Sara Liebowitz........................................          $300,000                           372,093
Orlac Finance, Ltd....................................          $750,000                           930,233
Jaime Radusky.........................................           $50,000                            62,016
Wilma C. Rossi & Joseph W. McGuire, JTWROS............           $50,000                            62,016
Chava Scharf..........................................           $50,000                            62,016
Starling Corporation..................................          $250,000                           310,078
Rina Sugarman.........................................           $50,000                            62,016

</TABLE>

- - ------------------------------------
(1)      Does not include  dividends,  which  accrue at the rate of 8% per annum
         and are  convertible,  at the  election of the  holder,  into shares of
         Common Stock at the same conversion rate as the Preferred Stock.

(2)      Calculated, for purposes of presentation, by dividing the dollar amount
         of Preferred  Stock owned by each holder by an assumed  conversion rate
         of  $0.80625  based on the  average  of the  closing  bid prices of the
         Common Stock for the five trading days ended February 6, 1998.

<TABLE>
<CAPTION>
                                                                                        Number of Shares
                                                                                        of Common Stock
                                                  Number of Warrants Owned               Owned Prior to
                                                Prior to Offering and Being        Offering and Being Sold in
Name                                                        Sold                            Offering
- - ----------                                      ----------------------------      ----------------------------
<S>                                                            <C>                               <C>    
Perrin, Holden & Davenport Capital Corp........                170,000                           170,000
Donald Kleban..................................                 30,000                            30,000

</TABLE>

                                       11


<PAGE>



                              PLAN OF DISTRIBUTION

         The Selling  Securityholders have advised the Company that sales of the
Securities may be effected from time to time in transactions  (which may include
block transactions) on Nasdaq, in negotiated  transactions,  or a combination of
such methods of sale,  at fixed prices  which may be changed,  at market  prices
prevailing  at  the  time  of  sale,  or  at  negotiated   prices.  The  Selling
Securityholders  have  advised the Company  that they have not entered  into any
agreements,   understandings   or   arrangements   with  any   underwriters   or
broker-dealers   regarding   the  sale  of   their   Securities.   The   Selling
Securityholders  may  effect  such  transactions  by  selling  their  Securities
directly to purchasers or to or through broker-dealers  (including the Placement
Agent),  which may act as agents or principals.  Such broker-dealers may receive
compensation  in the form of discounts,  concessions,  or  commissions  from the
Selling  Securityholders  and/or the  purchasers of the Securities for whom such
broker-dealers may act as agents or to whom they sell as principal, or both. The
Selling  Securityholders  and any broker-dealers that act in connection with the
sale of the Securities might be deemed to be  "underwriters"  within the meaning
of Section 2(11) of the Securities Act. The Selling Securityholders may agree to
indemnify any agent,  dealer or broker-dealer  that participates in transactions
involving  sales  of  the  Securities  against  certain  liabilities,  including
liabilities arising under the Securities Act. The holders of the Placement Agent
Warrants  have  agreed  that  they will not sell,  transfer,  assign,  pledge or
hypothecate  the Placement Agent Warrants or the shares of Common Stock issuable
upon exercise of the Placement Agent Warrants until February 9, 1999,  except to
the limited  extent  provided  by, and in  accordance  with,  NASD  Conduct Rule
2710(C)(7)(A).

         The  registration   rights  granted  to  the  Selling   Securityholders
generally  provide  that the Company and the Selling  Securityholders  indemnify
each  other  against  certain  liabilities,   including  liabilities  under  the
Securities  Act.  In the  opinion of the  Commission,  such  indemnification  is
against public policy and is, therefore, unenforceable. See "Indemnification."

         The Company  has agreed to keep the  Registration  Statement,  of which
this  Prospectus is a part,  effective  until the earlier of the sale of all the
Securities or all the Securities  may be sold by the holders  thereof under Rule
144.


                                  LEGAL MATTERS

         Certain  matters  with respect to the legality of the issuance and sale
of the Securities offered hereby will be passed upon for the Company by Graubard
Mollen & Miller, New York, New York.


                                     EXPERTS

         The financial  statements  incorporated by reference in this Prospectus
have been audited by Richard A. Eisner & Company,  LLP, independent auditors, to
the extent and for the periods set forth in their report  incorporated herein by
reference,  and are incorporated  herein in reliance upon such report given upon
the authority of such firm as experts in auditing and accounting.


                                 INDEMNIFICATION

         Insofar as indemnification for liabilities arising under the Securities
Act may be  permitted to  directors,  officers  and  controlling  persons of the
Company pursuant to the provisions  described  above, or otherwise,  the Company
has been advised that in the opinion of the Commission such  indemnification  is
against  public  policy as  expressed  in the  Securities  Act and is  therefore
unenforceable.  In the  event  that a claim  for  indemnification  against  such
liabilities  is  asserted by such  director,  officer or  controlling  person in
connection with the registration of the Shares,  the Company will, unless in the
opinion of its counsel  the matter has been  settled by  controlling  precedent,
submit  to a  court  of  appropriate  jurisdiction  the  question  whether  such
indemnification  by it is against  public policy as expressed in the  Securities
Act and will be governed by the final adjudication of such issue.

                                       12

<PAGE>



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