Premium Frying Oil, Liquid Butter Alternatives, & Pan Sprays Training

Transcription

1 Premium Frying Oil, Liquid Butter Alternatives, & Pan Sprays Training 2014

2 Category Training Module Contents Trends in the market Core Assortment Brands Innovation Pan Sprays Defined Sales Approaching Talking Points Right customer for premium oil Premium oil objections Key Take Aways & Next Steps 2

3 The number of fried items on menus is growing Menu items +1% 3,335 +8% 3,287 3, Source: MenuMonitor; Technomic 3

4 Restaurants are shifting to premium oils for superior food quality and cost savings Why should an operator use a premium oil? Premium oils deliver superior food quality over an extended period of time Reduced flavor transfer so fries taste like fries, not fish Oil breaks down more gradually, extending life Extended fry life reduces cost per day Shortening becomes part of the finished product Based on the type of food, oil absorption will range from 8% - 40% of the finished product Fried food is growing, but customers still prefer healthier options Fry-on ZTF Using a premium oil like Fry-on ZTF means higher quality fried foods that do not cost any more per serving! 4

5 Less Consistent Food Quality More Consistent Higher Food Cost Lower ***Sysco Proprietary and Confidential*** Choosing the right oil for your customer Premium oils deliver... Lower cost per day More consistent food quality Fewer oil changes Fry-On ZTF Premium Canola / Corn Mel-Fry Free Mel-Fry Advanced Premium Oils Mel-Fry Essential Premium Blend Classic Mid-Tier Cotton/Soy blend Reliance Commodity Soybean Shorter Fry Life Fewer oil changes, less waste, less packaging, etc Longer 5

6 Fry life quality curve: avoid failure in the middle of a meal 6

7 Food Quality Fries & Fried Chicken Tenders 7

8 Fried foods oil absorption Food Oil Absorbed French Fries Frozen, Blanched 10 12% Fish Fillets Breaded 10 12% Oysters Breaded 10 14% Shrimp Breaded 10 16% Chicken Tenders Breaded 8 23% Onion Rings 20 26% Cake Donuts 25 36% Tortilla Chips 32 40% 8

9 Exclusive to Sysco It s a new dawn in sustainable frying oils SUPC# LB Available for Orders Nationally July 28th From Stratas Foods Background Previous options The solution Why sustain? Targeted customers Backlash and concern over GMO products beginning in the US Legislation already in place or being considered in several states GMO Labeling bill proposed by House of Representatives Rice Bran Oil Poor performance in fryer and flavor concerns Peanut Oil Allergen concerns and noticeable flavor Blend of mid-oleic and high-oleic sunflower oil Non-GMO has great consumer appeal (sunflowers traditionally crossbred) Highly stable frying oil right out of the ground Sustained fry life Sustainable non-gmo oil Zero Trans oil Very similar profile to olive oil = Healthy consumer perception High mono-unsaturated fats = Frying stability & Positive cholesterol impact Light, clean flavor allows the true taste of food to come through Easy clean up, minimum gumming build up in the fryer Colleges & universities, socially conscious operators, rice or peanut oil customers, customers buying organic, natural, or cage free product Source: Source 9

10 Basic Types of Pan Coating Classic Imperial Supreme Limited Use All-Purpose All-Purpose + High-Heat Water-Based Lecithin Lecithin Non-Lecithin Cold applications such as deli trays, platters Repeat use applications such as tortilla presses, Panini grills, bread pans, etc. that don t involve high heat Excellent release performance for virtually all kitchen applications that don t involve high heat (400 +) Use as a cleaning aid by pre-spraying pans and utensils that can be difficult to clean True all-purpose Pan Coating that performs in virtually all applications, including highheat baking (up to 500 ) Use as a cleaning aid by pre-spraying pans and utensils that can be difficult to clean 10

11 Sysco Flavored Pan Spray Lineup Butter-It Arrezzio Arrezzio Butter Flavored A topical seasoning spray that imparts a real butter flavor to a variety of foods Designed to enhance breads, vegetables, pasta, rice and much more Contains lecithin to provide release Soybean Oil, Soy Lecithin, Silicon Dioxide, Natural & Artificial Butter Flavor, Beta Carotene, Salt, Propellant An ideal way to add a mild garlic and butter taste profile to cooked and baked foods Designed to enhance pizza crusts, garlic bread, cooked vegetables, pasta, seafood, shellfish, chicken or meats Garlic Butter Garlic Flavored Butter Flavored Soybean Oil, Natural Butter Flavor, Garlic Flavor, Beta Carotene, Propellant

12 Frying Oils, Pan / Grill, Pan Sprays Example talking points / questions State your 1 purpose Have you heard of FRY-ON? Do you know about all our product offerings? We have the best frying oils on the market, and I would like to talk to you about how our oils can help your business We have a wide variety of oil types & blends. Let's find the right product for you Roughly 17% of all fried food served is oil. The right fry oil is critical to achieve the best taste and flavor 2 Ask questions to understand needs How much oil do you use? How often do you change your oils? Do you filter? What kind of oil do you use now? What problems do you experience with it? How many menu items do you fry? What types? Do you fry all items in the same fryer? How many fryers do you have? 3 Share FABs & consult on best options Value Quality Support Health Typically commodity oil lasts 2-3 days; under similar conditions, Fry- On can typically last twice as long We have a wide range of oil products from FRY-ON to Sysco Reliance that can deliver incredible value based on your needs Fry-On minimizes flavor transfer, meaning fries taste like fries and fish takes like fish Fry-on seals in the flavor and provides a consistent golden brown color for your fried foods Sysco s DFQM (Deep Fry Quality Management) program provides the support and tools you need to maximize profits (e.g., cost calculator, training, change indicators) We offer a wide range of Sysco Brand shortening and oils, LBAs and Pan Coatings that are Trans Fat Free and cholesterol free to meet the needs of today s healthconscious consumer. Address 4 objections Value If the product saves you $XX a year because it last longer, would you be willing to try it? Reducing the number of oil changes reduces spills and risk of injuries Try it and if you aren t satisfied, we will reimburse you to the cost of your current oil These products will increase food quality, lower cost of preparation, and improve safety Ask for 5 the order Would you like to try the Fry-on test? When would you like me to hold the DFQM training? 12

13 Frying Oils, Pan / Grill, Pan Sprays Products & Tiers Product offerings Premium Frying Oils: offer the longest fry life, and help deliver superior fried food quality at a low cost Mid-Tier Frying Oils: give you an edge in fry life, food quality, and value compared to commodity oils Commodity Frying Oils: good for deep frying, pan frying, and sautéing Bulk Salad Oils: perfect for making salad dressings and mayonnaise, light sautéing, and as an ingredient in baking Concession Oils: made to produce light and crunchy popcorn in both seasoned and unseasoned varieties Liquid Butter Alternatives: deliver rich buttery flavor and work in many of the same applications as butter, but at a lower and more consistent cost Pan and Grill Oils: deliver the same butter flavor as Liquid Butter Alternatives without the added salt that can corrode some grill surfaces Pan Coatings: help prevent foods from sticking to virtually all baking and cooking surfaces Product brands/tiers Fry-On ZTF and Fry-On are the premium fry oils manufactured exclusively for Sysco to meet rigid specifications. The blend of canola and corn oil gives superior performance, even under the most abusive frying conditions. Mel-Fry premium oils are designed to deliver consistently superior food quality and longer fry life compared to commodity oils. Mel-Fry oils help reduce your true oil cost, require fewer oil changes, and help reduce packaging waste. Butter-IT ZTF and Butter-IT are the premium liquid butter alternatives offered by Sysco. Offering great versatility and a cost efficient alternative to butter. Butter-It is perfect for a variety of functional and topical applications. Grill-On ZTF and Grill-On are the premium pan and grill products exclusively available at Sysco. Containing no sodium, which can damage some grill surfaces, Grill-On delivers robust flavor in a non-burning, non-searing formula. The absolute finest products available in the food service industry; feature superior ingredients, variety and quality. Providing unique formulas, high performance and superior functionality back-of-house, Sysco Supreme delivers amazing products to every operation. Deliver premium quality and functionality with Sysco Imperial. Sysco Imperial products stand out for the quality of their ingredients that are sourced from around the world and offer premium performance and exceptional value. Imperial products are carefully crafted to Sysco s exact specifications. The go-to brand for fundamental, everyday solutions in your kitchen. Sysco Classic products are as good or better in quality than national and leading distributor brands, while providing more value for the price. This extensive selection offers a variety of functions, applications and pack sizes. For the cost conscious operator, Sysco offers an exceptional value with Sysco Reliance products. More consistent than other economy labels, and providing a lower cost option for all types of food service operations, Sysco Reliance sets the standard for budget friendly operations.

14 To sell premium fry oils, find the right customers first! Premium oil customer attributes: Already buy a premium oil from a competitor they understand the value equation OR buy >10 cases/week of commodity Serve a lot of different fried foods Purchase high-quality foods Have a more flexible discard schedule Willing to take care of the oil Remember to use the ZTF Lead Qualification form to help identify opportunities 14

15 Addressing the 6 most common objections when selling premium frying oils Common Objections Premium oils cost too much I throw away my oil every Monday and Thursday Best responses Premium oils may cost more per case than a commodity oil, but actually cost less per serving. You may be throwing away money when you throw away your oil. Let me show you how you can get the most out of your oil by changing it only when required, saving you money. My customers don t care what oil I am frying in I hear everything you say but I still don t want to spend the extra dollars to try this oil. How can you prove to me what you re saying? I hear everything you say, but I don t want to pay more, I don t have time to take care of it, and my customers don t care. Yes, but do you think your customers care about the quality of the fried food you serve them? You want to make sure they return because they enjoyed the food you served them. What if I can give you a coupon that will bring the price of premium oil down to the cost of your oil for the fry test? Let s set a date for your fry test and I ll contact my Fry- On ZTF broker to help. Then can I tell you about the great Sysco Brand dressings we have? (Remember, only around 1/3 of operators are good targets for premium oils) 15

16 Consistently presenting the value proposition of high quality oils will enable MAs to maintain margin Fry-On...ZTF Quality and Performance Exclusive formula to Sysco provides extended fry life and consistent high quality fried foods Extended fry life saves your operator $$$ No cholesterol, low in saturated fats, No Trans fats Incredible stability: fry life diminishes gradually unlike competition Versatile for frying a variety of foods resists flavor transfer Provides higher quality at a lower cost per day than competitors Consistent golden brown fried foods throughout the extended fry life 16

17 Use the cost calculator to demonstrate savings Fry-On ZTF app How to get the app 17

18 Key Take Aways Top 6 things to remember about high quality Frying Oil, LBAs, and Pan Spray Fry-On ZTF is YOUR Brand only sold by you! High quality oils provide lower fry cost per day (gradual oil breakdown) ZTF a healthier option (Canola/Corn) that is low in saturated fats and cholesterol free Fry-On ZTF minimizes flavor transfer Deep Frying Quality Management (DFQM) helps restaurant owners get the full value out of their high-quality oils You will not lose business to a competitor over a $.10 per case so maintain your margin! 18

19 Next steps Be sure to watch the brief training videos on your Sysco Test Kitchen for more information on Fry-On ZTF, Fryer Maintenance, Conducting Fry tests, and more Download the Fry-On ZTF app from the Sysco website onto your smart phone Remember, only YOU can sell Fry-On ZTF to your customers Remember, ask for the Liquid Butter Alternative and Pan Spray orders too! 19

20 Appendix 20

21 Fry station best practices Fry station best practices 1. Fry at the proper temperature (350 0 F). Frying at a higher temperature decreases the fry life of the shortening/oil. 2. Check oil temperature frequently and calibrate fryer thermostat regularly. 3. Reduce temperature of fryers down to F during slow periods. If a fryer is not used for an extended period of time, it should be turned off. 4. Frozen foods should be taken directly from freezer before frying. Do not allow product to thaw, temper and/or refreeze 5. For optimum performance, do not fill the fryer basket more than half full. Fried foods are not be seasoned over the fryer (i.e., salt, pepper, spices) Replenish the fryers with fresh oil when oil levels are down Remember to filter the oil 6. Skim frequently to remove food particles. 7. Fry shortening should be kept to the fill line marked on the inside of the fryer. The fried food quality should be checked for color and off flavors. 8. Before filtering, turn off fryer and allow temperature to drop to about F 9. Filter the shortening/oil every day. Remember, Fry On... and Fry-On... ZTF can be filtered cold for safety 21

22 ZTF Lead Qualification Form helps identify opportunities Qualifying questions Is the operator currently using a premium shortening? Does the operator care about his/her food quality? Does the operator use quality French Fries? Does the operator fry high quality foods such as shrimp & chicken? Does the operator use quality appetizers? Does the operator fry foods that are frozen or fresh? Is the operator willing to observe Fry management practices? Does the operator analyze his/her cost per serving? Does the operator fry more than one food in a fryer? Does the operator currently throw away oil on a schedule or when food quality declines? Does the operator judge his/her oil by color or the quality of the food? Yes Indicates he understands the value of premium oils Explain that oil becomes a significant part of the finished fried food A good indication that he/she wants to serve the customers great tasting food. Quality fries should be fried in high quality oil like Fry-on ZTF The same principle above applies to high quality fried center of the plate entrees The best appetizers taste better when fried in high quality oil like Fry-on ZTF Relates to fry life expectations. Fresh fries or chicken will break down oil more quickly than frozen Critical to getting the total value of a premium oil He /she will understand the Fry-On ZTF Cost Calculator Fry-on ZTF will help minimize oil to avoid flavor transfers Discards oil on Schedule Doesn t fully understand how to maximize fry life Again a good target for Fry-on ZTF No Provide operator info on the value of premium oil Not a good target Value proposition will still work but a tough sell Again a tough sell Inexpensive appetizers might indicate less interest in serving the best tasting food Not the best target Value proposition will still work but may take time Focus on other benefits Discards based on quality understands oil management For all qualifying leads complete the information below: Name of Operation : Phone # Decision Maker: Address: Name of Competitive Product Pack Size Item # Volume Per Week: Case Cost: $ Is operator concerned about trans fats? Why does the operator use the competitive product? 22

23 How to conduct a fry test with Fry-On ZTF Cutting process 1. Prepare Remove all competitive oils Boil out the fryers to ensure they are clean 2. Fryer set up: Day 1 Pour fresh Fry-on ZTF oil up to fill line Heat Oil to 350 degrees Start frying (day one) Ensure frozen foods come from the freezer and are frozen Ensure the fryer basket is not over-filled Follow DFQM best practices: no salting over fryer, reduce fryer heat during non peak times, etc. Note the quality of the food, less greasy wax mouth feeling, etc. 3. Remainder of the test: Days 2 7+ Filter in the morning when cold Repeat steps above Use the oil tester daily to show the oil is still in good shape for frying Use the fry calculator to show cost savings Where to go to for advice Ventura or Stratas RSM/Broker for fry test support 23