Restaurant Royalty Income Fund, allowing for public investing into the brand. As of 2010, three members of senior management retained 18% ownership under Prime Restaurants, with the other 82% belonging to Fairfax Financial Holdings Limited. In October 2013, Fairfax exchanged ownership in the Prime Restaurants brand, by selling to Cara Operations with a warrant and cash deal. In October 2013, Fairfax bought a minority interest in Cara Operations. Cara in turn bought, and assumed debt from, Prime Restaurants. Fairfax also contributed $100 Million in secondary warrants, declaring a loss of approximately $50 Million in the process. East Side Mario's closed its last United States location, in Livonia, Michigan, in May 2020. Franchise The menu primarily offers Italian-American style food, with an emphasis on pasta, as well as classic entrees, such as pizza and chicken dishes. The interior design is styled after New York Italian eateries of the mid-20th century. In 2008, East Side Mario's revamped their franchise design and menu. The new menu had a healthier focus, promising that no artificial trans fats and fresher ingredients were to be used. Their restaurants received an updated look, mixing styles from the Old World Italy with the more contemporary North American Little Italy. The logo also changed; a red tomato replaced the established figure of the Statue of Liberty. In some tourist venues, such as airports and ONroute service centres, the chain also operates smaller East Side Mario's Pronto! locations, offering a scaled-down fast food version of the East Side Mario's menu. Posters Loyalty program East Side Mario's began a partnership with Scene in February 2015. Advertising & marketing East Side Mario's has produced a variety of both chain-wide and regional promotional offers. These have included local radio contests and giveaways in association with communities. Similar to other restaurant chains, East Side Mario's has a longstanding promotion that offers free meals for young children, marketed for families. The franchise has also engaged in advertising partnerships with other companies such as Budweiser. In 2010, East Side Mario's took advantage of the FIFA World Cup and launched a campaign, declaring itself as the "soccer headquarters". In January 2010, East Side Mario's launched one of the largest 3 month long contests in Canadian casual dining history, the "Budda Boom Budda Ching" campaign. The contest totaled up to $10 million in prizes, and was created with support from East Side Mario's marketing partners Endeavour Marketing, Endo