MARKETING FIELD MAILING

Transcription

1 MARKETING FIELD MAILING DATE: November 17, 2014 DISTRIBUTION: All Hardee s Franchisees All Regional Vice Presidents All Directors/Franchise Operations All Directors/Operations All Franchise Business Consultants All Field Marketing Personnel All Corporate Distribution FROM: Hardee s Marketing Department ORDER DEADLINE: POP Order Deadline November 24, 2014 Table of Contents Page(s) Bacon Velveeta Patty Meltdown Menuboard Composites 2 Grilled Cheese Breakfast Sandwich POP Kit 3-6 Red Burrito BBQ Brisket Nachos 7-8 Order Worksheets 9 1

2 BACON VELVEETA PATTY MELTDOWN COMPOSITES Below are menuboard composites for the Bacon Velveeta Patty Meltdown that starts selling on Monday, December 15. Please note that other POP elements include Combo Register Fronters and a Window Cling.. 2

3 GRILLLED CHEESE BREAKFAST SANDWICH On Monday, January 19, we will introduce the Grilled Cheese Breakfast Sandwich. With three slices of cheese and the choice of sausage, bacon or ham, served between toasted sourdough bread, this warm, cheesy sandwich is a craveable product that will resonate will with consumers in the colder winter months. In test, without the benefit of media or coupons, ADQs were 21 per day or 7% of breakfast transactions and had a repurchase top two box score of 87%. Both the percent of breakfast transactions sold and the repurchase intent are above our success norms. At the start sell of Grilled Cheese, we will de-merchandise and delete Fried Bologna and Velveeta Biscuit. Menu Status Core LTO Key Dates POP Order Deadline 11/24/14 POS Download Scheduled 12/16/14 POP Arrives by 1/14/15 Start Sell 1/19/15 Media 1/26/15 Stop Sell 6/21/15 Build 1 Sourdough Bread with Whirl, 1 Small American Cheese, 1 Swiss Cheese, 1 Folded Egg, Choice of Sausage, ½ strips of bacon (3), or 4 Ham Slices, 1 Small American Cheese, 1 Sourdough Bread with Whirl, Frisco Wrap, GRILLED Label Financials Grilled Cheese Breakfast Sandwich - Sausage Sandwich Combo Selling Price $2.99 $4.79 Food & Paper Cost $0.674 $1.153 Food & Paper % 22.53% 24.07% Penny Profit $2.316 $

4 Grilled Cheese Breakfast Sandwich - Bacon Sandwich Combo Selling Price $2.99 $4.79 Food & Paper Cost $0.671 $1.150 Food & Paper % 22.45% 24.02% Penny Profit $2.319 $3.640 Grilled Cheese Breakfast Sandwich - Ham Sandwich Combo Selling Price $2.99 $4.79 Food & Paper Cost $0.652 $1.131 Food & Paper % 21.80% 23.61% Penny Profit $2.338 $3.659 POP Merchandising Indoor Hero Translite Outdoor DT Hero Translite Window Cling Broadcast Creative :15 TV :30 TV :30 Radio 4

5 Grilled Cheese Southeast Menuboard Composites 5

6 Grilled Cheese Midwest Menuboard Composites 6

7 RED BURRITO BBQ BRISKET NACHOS On Monday, December 15, all dual-branded Hardee s/red Burrito locations will introduce BBQ Brisket Nachos. This new product takes advantage of brisket already in the restaurants for the Texas BBQ Burgers, and is a menu item frequently appearing at fast-casual restaurants. Timing coincides with the end of the Texas BBQ Burgers event, as well as the holidays when finger foods are more popular due to increased party sizes. We will offer BBQ Brisket Nachos in two sizes. Only the large will be merchandised. The small is offered as a guest accommodation. All restaurants will continue to sell the Fiesta Deal during this time as well, which will share merchandising with the BBQ Brisket Nachos. POP is being funded (no cost to the restaurants) and will be included in the Velveeta Patty Meltdown kits scheduled to arrive in store on 12/12. Key Dates POP Arrives by 12/12/14 Start Sell 12/15/14 Stop Sell TBD Builds BBQ Brisket Nachos 3.4 oz Tortilla Chips (2) 2.0 oz ladles of cheese sauce (2) 2.0 oz portions brisket and BBQ sauce blend 2.66 oz. brisket 1.33 oz. BBQ sauce 8-10 Jalapenos.55 oz. (1 dollop) Sour Cream 2 Z s (.84 oz.) BBQ Sauce Fork Foam one compartment plate (here orders) or 9x9 Foam Embossed Container (to go & drivethru orders) Small BBQ Brisket Nachos 2 oz Tortilla Chips (1) 2.0 oz ladles of cheese sauce (1) 2.0 oz portions BBQ sauce and brisket mixed 1.33 oz. brisket.67 oz. BBQ Sauce 4-5 Jalapenos 1 dollop Sour Cream 1 Z (.35 oz) BBQ sauce Fork Biscuit & Gravy Foam Container 7

8 Financials BBQ Brisket Nachos Selling Price $4.99 Food & Paper Cost $1.908 Food & Paper % 38.24% Penny Profit $3.082 BBQ Brisket Nachos Small Selling Price $3.29 Food & Paper Cost $1.009 Food & Paper % 30.67% Penny Profit $2.281 POP Merchandising Indoor Hero Translite split with Fiesta Deal Outdoor DT Hero Translite split with Fiesta Deal Window Cling 8

9 Order Deadline: 11/24/14 In-Store Date: 1/14/15 Grilled Cheese Breakfast Sandwich Merchandising Order Worksheet BILL TO: ATTN: ADDRESS: ADDRESS: City, State, Zip: CENTRAL SHIP TO ADDRESS FILL OUT ONLY IF YOU WANT POP SHIPPED SOMEWHERE OTHER THAN THE RESTAURANTS. ATTN: ADDRESS: ADDRESS: City, State, Zip: Phone #: Contact Name: UNLESS SPECIFIED ALL POP MATERIALS ORDERED WILL BE SHIPPED DIRECTLY TO THE RESTAURANTS. IF YOU WANT YOUR POP SHIPPED TO A CENTRAL LOCATION, PLEASE COMPLETE THE SHIP TO ADDRESS ABOVE PROVIDING THE CENTRAL SHIP TO ADDRESS. Grilled Cheese Breakfast Sandwich Triad Kit Includes Indoor & Outdoor Translites & Window Cling Non-Triad Kit Includes Indoor Translites, Outdoor Translites or Spike Sign & Window Cling KT-3283 Estimated Cost (does not include shipping, packaging & handling) PEOPLESOFT UNIT NO. Triad Kit $45 - $55 Non-Triad Kit $70 -$85 Pepsi Kit - $70 -$85 Qty Please place your orders through KDM POP one of three ways: Fax: POP.Hardees@kdmpop.com Call: