Rich s Flatbreads. Training Guide. May 2012

Transcription

1 Rich s Flatbreads Training Guide May 2012

2 Rich s Flatbreads Product Summary Flatbreads are more than just a hot trend among consumers they re flat-out better when it comes to delivering profitability across every menu and daypart. Rich s Baked Flatbreads feature specialized ingredients and our gentle baking process. Each variety has raised, toasted bubbles on top with medium-brown grill marks on the bottom for an authentic appearance. Simply thaw and prepare any way you like: sandwiches, pizza, appetizers, even dessert! 2

3 Why Flatbreads Market Rationale Flatbreads are one of the fastest-growing trends in the $16 billion sandwich category, and will offer a unique, artisan, world-cuisine element to your operator s menu. Flatbread menu incidence is up over 100 percent over the last 5 years. (Source: Datassentials MenuTrends, March 2012) Flatbreads are on trend. Health/Wellness Lower in sodium, zero trans fat and generally lower in calories than other breads. Flatbreads are a great carrier for portable options and smallplate items. 3

4 Why Rich s Flatbreads? Versatility Flatbreads are easily adaptable into different cuisines and day parts, and are especially ideal for the artisan and ethnic markets. Wide variety of flavors includes plain, herb, chipotle and wheat. Authenticity Flatbreads have toasted grill marks on the bottom for that just-made appearance. Add an artisan or ethnic flair to your menu. 4

5 Why Rich s Flatbreads? Profitability Lighter topping requirements reduce ingredient costs. Large pack-size count lowers storage costs. High-quality ingredients result in a high quality meal, for which customers are willing to pay more. Convenience The simple format makes handling and preparation so easy, there is little need for employee training. All varieties are fully baked and frozen; you just need to thaw and serve! 5

6 Rich s Flatbreads Products and Pricing Product Code Description Pack Size March 2012 TL Price/Case March 2012 TL Price/Unit " Oven Fired Flatilla 120/2.8 oz $49.01 $ " x 12" Whole Grain Extra Thin Oven-Fired Flats 50/5.3 oz $42.92 $ " x 7.0" Chipotle Flatbread 120/3.9 oz $65.83 $ " x 6.5" Herbed Flatbread 120/3.3 oz $56.89 $ " x 6.5" Plain Flatbread 120/3.3 oz $52.08 $ " X 14" Plain Flatbread 40/12 oz $43.30 $ " X 9" White Wheat Flatbread 80/6.0 oz $53.94 $ " x 12" Plain Extra Thin Flatbread 50/5.3 oz $36.53 $0.73 6

7 Rich s Flatbreads Operator Targets Operators who do not have an experienced or skilled labor pool. Operators who have time constraints on preparation. Operators who would like to present an upscale appeal by offering specialty dishes, artisan menu items and ethnic dishes. Operators who want a healthier alternative to heavy breads and tortillas. Operators who need versatile products for their constantly changing menus. 7

8 Rich s Flatbreads Operator Targets Bakery/Café Sandwiches, Pizzettes Casual Theme Dining Sandwiches, Appetizers, Dessert Upscale and Polished Casual Sandwiches, Appetizers, Pizzettes, Dessert College and University Sandwiches, Appetizers, Pizzettes, Dessert Family Dining Sandwiches, Appetizers, Dessert 8

9 Rich s Flatbreads Handling Instructions Freezing and thawing: Tips: Keep flatbreads frozen at 0ºF or below until ready for use. Separate flatbreads and place on a parchment-paper-lined sheet pan; cover the pan with plastic or parchment paper to prevent drying. Thaw at ambient room temperature or under refrigeration for 30 to 60 minutes. Note: Do not refreeze thawed product For warm, flexible flatbreads, place in the microwave for 5 to 10 seconds. For a slightly crispier flatbread, place in an oven at 350ºF for 2 to 3 minutes until the surface is slightly brown and toasted. 9

10 Rich s Flatbreads - Competitors Numerous regional flatbread manufacturers Limited product portfolio and distribution The Rich s Advantage: Deep category insights (market and consumer trends) Culinary expertise to assist with formulation/menu development Strong distribution and broker network Solid customer relationships across segments Diverse product portfolio (in sandwiches and beyond) Competitor Products Strengths Weaknesses Schwan s Food Service, Inc. Freshetta Flatbread Sandwiches Operator convenience Can be further customized Branded sleeves in case Difficult execution (folding while hot) Lower quality Flatout Flatbread Multiple varieties (sizes and flavors) of flatbreads Less expensive Easily customizable Limited recognition in FS Limited FS distribution More like wraps or tortillas Lower in moisture Fabulous Flats Predominantly Naan Bread private labeled for US Foods Only distribution is US Foods (under its brand) Retail presence One product (Naan) Limited capability to customize Made in Canada Grecian Delight Multiple varieties (sizes and flavors) of flatbreads Less expensive Easily customizable Bundle with other Greek specialty items (Feta, meats, etc.) Regional distribution only Lower moisture and bland flavor Only limited styles and shapes Kronos Foods, Inc. Multiple varieties (sizes and flavors) of flatbreads Less expensive Easily customizable Bundle with other Greek specialty items (Feta, meats, etc.) Regional distribution only Lower moisture and bland flavor Only limited styles and shapes 10

11 Sales Objections Price is too high compared with competition. Rich s Flatbreads are more moist and have better flavor. Higher moisture will reduce shrinkage. Others will dry out quickly, causing cracking and lack of pliability, and thus will need to be discarded. Better flavor will result in a higher level of customer satisfaction and ability to retain customer loyalty. I use tortillas and they are cheaper. Tortillas are cheaper but will not allow an upscale menu price point. Plain tortillas and wraps have no unique flavor characteristics. Flatbreads allow you to take a sandwich into an upscale application that can drive a higher check average. 11

12 Successful Cuttings Bring a few sizes and shapes. Mention the trend information (e.g., increase in menu incidence of flatbread, popularity of sandwiches, world cuisine implications, etc.). Make sure you show the flatbreads in a sandwich application. Suggest other applications as well to demonstrate flexibility and versatility. When cutting against a competitor point out: Flavor difference. Breadth of the Rich s product line (various shapes, sizes, flavors). To demonstrate the moisture content, bend the Rich s flatbread to show pliability. Do the same with the competitive product; most likely it will show some cracking. 12

13 Rich s Flatbreads Menu Application Ideas Flatbread Breakfast Sandwich Cuban Flatbread Sandwich Southwestern BLT Pressata Caribbean Shrimp Flatbread Wrap Piadina (Italian-Style Flatbread Foldover) Grilled Portobello, Pepper and Gorgonzola Wrap For recipe details please visit 13

14 Rich s Flatbreads Questions or Product Inquiries: Tony Pellerite Phone: tpellerite@rich.com Loraine Grimm Phone: lgrimm@rich.com Adrianne Shimo Phone: ashimo@rich.com 14