Manager s Guide 2008 POP Conversion

Transcription

1 Manager s Guide 2008 POP Conversion This guide highlights the changes taking place both in-store and in drive-thru before the start of Monopoly, October 7 th, 2008 Same Brand New Look Stronger Voice 8/8/08

2 Table of Contents Menu Board Facts Page 3 Execution Preparation Check List Page 4 In-Store Conversion Page 5-7 In-Store Packing List Page 8 Drive-Thru Conversion Page 9-14 Drive-Thru Packing List Page 15 Standard Menu Board Configurations Page 16 Execution Completion Check List Page 17 2

3 Menuboard impact on your business 40% of our customers decisions are impacted at the point of order It is your menuboard that makes the difference in your sales and profit picture We rely on the Menu Board, Customer s rely on it too Research conducted over the past 3 years 1 has shown that 100% of consumers look at the menu board when placing their order Though 80% of customers may know what they want to order, 24% of those changed their order while looking at the menu board When you add the 20% who are undecided, 40% of your customers are influenced by what they see at the point of order 1 Sources: Detroit Drive Thru Menuboard Customer Intercept Report, U.S. Business Research, May 2007; Columbus Drive Thru Menuboard Customer Intercept Report, U.S. Business Research, August, 2006, Point-Of- Sale Merchandising Study, Coca-Cole,

4 2008 POP Conversion - September 22nd - October 6th (Installation Before Monopoly October 7th Start If conversion is not complete drive-thru Monopoly translites will not fit in FP43) Execution Preparation Check List Check your menu board hardware. Take the opportunity to repair/replace any menu board hardware for MB2K and FP43 that need attention - specifically, doors, door locks, grids, grid rails, cassettes and lighting. Contact Florida Plastics with any hardware needs, Check POP Kit Delivery which is due to arrive by September 22 via your local DC. Convert your menu boards by Oct 6 prior to the October Monopoly program. Includes (1) Hardware Box and (1) POP Box. Do not open all individual bags of POP at once. For questions contact IMS-Schwarz Worldwide, Assign Responsibilities to check and inspect contents, price snipe all materials and install POP.Use only new price snipes included in this kit. It s recommended to allow 2 days for conversion; Day 1- Price Sniping all POP, Day 2- POP installation/menu board conversion. (Allow approx 3.5hrs for sniping, 1.5hrs for installation= total estimated time 5hrs.) Consult with your local agencies and NABIT team for a specific date to conduct the change-out. Check Menu Board Configurations against Local co-op EVM line-ups and menu board layouts. Regional Marketing to provide co-op specific instructions. 4

5 Conversion - In-Store MB2K From: Current Standard Lunch/Dinner MB2K To: New September Lunch/Dinner MB2K Local New design provides an enhanced branded look at the restaurants, one that emphasizes quality, freshness and profitability. 5 Note: EVM Layouts may vary based on market specific products.

6 Conversion - In-Store MB2K Only POP changes: EVM #s are snipeable Inserts provided for Single or Double Cassettes (per profile) Price Snipes EVM # Snipes New Lunch/Dinner MB2K Local Sustain *No Changes to menu strips New Snipe size is same for all core menu items New Breakfast MB2K Local Local Sustain Note: All Breakfast EVM Inserts use Double Cassettes Note: EVM Layouts may vary based on market specific products. *No Changes to menu strips 6

7 MB2K Packing List In-Store Conversion Elements: Breakfast: Breakfast EVMs* EVM Meal # Snipes EVM Price Snipes HPOP: Breakfast Choices* Inserts/Snipes Menu Translite (21 3 / 4 ) Breakfast Platters Instruction Sheets Lunch/Dinner: Menu Translite (21 3 / 4 ) Salad/Snack Wrap* Removal of Asian Salad* Menu Transtlite (21 3 / 4 ) Happy Meal / HM Choices Menu Lunch/Dinner EVMs* EVM Meal # Snipes EVM Price Snipes HPOP: Dessert Inserts/Snipes Instruction Sheets McCafe (Based on CBB Profiles): Menu Translite Product Translite * Market Variations Accommodated 7

8 Conversion - Drive-Thru FP43 w/flip From: Current Standard FP43 w/flip To: New September FP43 w/flip This unified look creates a consistency between in-store and drive-thru. 8 Note: EVM Layouts & promotional translites may vary based on market specific products.

9 Hardware Conversion for FP43 will entail the following steps: Step 1 - Ensure that all new POP materials have been sniped with pricing prior to installation. Allow approx 3.5hrs for price sniping. Step 2 - Remove existing materials which includes POP and hardware from columns 1, 3 and 4 (both sides). For Col 2 w/flip: No hardware Change, just POP For col 2 w/o Flip: New 3-pocket carrier and L/D EVM translites Step 3 - Install Pocket Carrier System into columns 1, 3 and 4 (both sides) of menu board. Be certain that pocket openings are facing out to allow easy POP change-out once grids are in place. Col 1: 3-pocket carrier w/ Dollar Menu strips at the bottom Col 3 & 4 (Both Sides): 3-pocket carrier identical installation method for each Step 4 - Insert New POP in all Pockets after sniping, for columns 1, 2, 3 & 4 (Both Sides). Both Happy Meal and Dessert pockets require 2-part translites (Front and Back), see pg. 13 Note: Detailed step by step instruction sheets included in POP kit. 9

10 Conversion - Drive-Thru FP43 w/flip Hardware Change: New: 3 Pocket Carrier New: Pocket Carriers hold new translite sizes. New: Holds 3-pocket carrier and menu strips. Happy Meal Salad/ Snack Wraps Desserts Col 2 Hardware (Pocket & Grid) exists from FP43 flip upgrade Kit Col 2 Hardware exists Promo Translite Promo Translite EVM Translite #1 EVM Translite #2 BVM Translite #1 BVM Translite #2 Col 2 Hardware exists Promo Translite EVM Translite #3 BVM Translite #3 Basic Organization Stays the same Column 1 Core Menu Column 2 McCafe/Bev Column 3 Promo Column 4 Front EVMs Column 4 Back BVMs Note: EVM Layouts may vary based on market specific products. 10

11 Conversion - Drive-Thru FP43 POP Change: New: Snipes for EVM Section & Promos New FP43 w/ Flip (PCS Translite for Non-McCafe stores) New: POP for Happy Meal and Desserts (2-part translites for each) Note: EVM Layouts may vary based on market specific products. New: Only 1 snipe size for all core menu items New: EVM # s Pre-printed in drive-thru New: 3 EVM translites. No separate meal inserts 11

12 New POP Happy Meal Desserts Beverages 2-part Translite Left Side + Right Side 2-part Translite Left Side + Right Side Install in Front HM Menu Remains in pocket Install Behind HM Promo Changes per program Install in Front Core Menu Remains in pocket Install Behind Core Promo Changes based on 4th flavor New Beverage Logo Chips also available to showcase maximum local beverage variety. Iced Coffee and/or Sweet Tea to be handled as copy snipes based on market needs. McCafe markets to receive version w/o Premium Roast Coffee and Iced Coffee on translite since these products appear on the McCafe menu 12

13 Applying to Permanent Backlit Presell With this conversion stores with backlit presells will also get a new pocket carrier designed to hold 1 large graphic (which creates a more impactful presentation in the drivethru) or New EVM Meal Translites. The carrier is the same 3-pocket carrier as the FP43 (Col 3 and 4) and is installed the same way. If you have questions regarding permanent backlit presell hardware contact Florida Plastics. 13

14 Drive Thru Conversion Elements: Column 1: Column 3: Hardware Kit (1) 3-pocket carrier (1) POP/Menu Strip Rib (1) Light Blocking POP Rib (1) 3-pocket carrier (2) Light Blocking POP Ribs Column 4 (Front): (1) 3-pocket carrier (2) Light Blocking POP Ribs Column 4 (Back): (1) 3-pocket carrier (2) Light Blocking POP Ribs Permanent Back Lit Pre-Sell: (1) 3-pocket carrier (2) Light Blocking POP Ribs Detailed Instruction Sheets FP43 Packing List Column 1: Front/Back HM Translite Salads / Snacks Translite* Removal of Asian Salad* Front/Back Dessert Translite* Dollar Menu Header Strip (6) New Dollar Menu Strips* Column 2: FP43 Flip Stores ** Full Promo/Menu Translite omccafe Menu (CBB Stores) or Premium Chicken Sand Local Beverage Promo Translite oiced Coffee and Sweet Tea Core Beverage Menu Translite* POP Kit Column 3: Promo Translite 1 - Big Mac Promo Translite 2 - SSC Promo Translite 3 - Snack Wrap Column 4 (Front): (3) Lunch/Dinner EVM Translites* Column 4 (Back): (3) Breakfast EVM Translites* Permanent Back Lit Pre-Sell: (1) Full Panel PromoTranslite (New Nat l Standard) - Big Mac or (3) EVM Translites (per store profile) (1) COD Graphic CD New Core Menu images Price Snipes - Core Menu & EVM * Market Variations Accommodated **Note: Col 2 Non-Flip Source Wireframe Schematics 14

15 Standard Menu Board Configurations 4-Panel FP43 w/breakfast Topper 4-Panel FP43 w/flip Stores with menu board hardware and/or configurations other than the Standard FP43 layouts shown above should refer to the 08 FP43 MB2K Wireframe Schematics. 15

16 Alternative Menu Board Configurations Stores with menu board hardware and/or configurations other than the Standard FP43 layouts shown above should refer to the 08 FP43 MB2K Wireframe Schematics. 16

17 2008 POP Conversion - September 22nd - October 6th (Installation Before Monopoly October 7th Start) Execution Completion Check List - A Local InStore MB2K - Lunch / Dinner Daypart Lunch / Dinner EVMs Dessert HPOP Inserts (4 Products) Translite #1 - National Message Translite #2 - Local Message Translite #3 - Premium Salad/Snack Wrap Category Menu Translite #4 - Happy Meal/Happy Meal Choice Menu Local Local InStore MB2K - Breakfast Daypart Breakfast EVMs Breakfast Choices HPOP Inserts (4 Products) Translite #1 - National Message Translite #2 - Local Message Translite #3 - Breakfast Platters Menu Translite #4 - Local Message

18 2008 POP Conversion - September 22nd - October 6th Execution Completion Check List - B Drive Thru FP43 w/4th Panel Flip Column #1 Column #2 Column #3 Column #4 Front Column #4 Back Pocket 1 Front: HM Core Menu Back: HM Promo Pocket 2 - Salads/Snack Wrap Pocket 3 Front: Dessert Core Menu Back: Dessert Promo Dollar Menu Strips Pocket 1 - McCafe or PCS Pocket 2 Iced Coffee, Sweet Tea or Local Pocket 3 - Core Beverage Menu Pocket 1 Big Mac Pocket 2 - SS Chicken Pocket 3 Snack Wrap or Local Pocket 1 Lunch/Dinner EVMs Pocket 2 Lunch/Dinner EVMs Pocket 3 Lunch/Dinner EVMs Pocket 1 Breakfast EVMs Pocket 2 Breakfast EVMs Pocket 3 Breakfast EVMs, Platters, Breakfast Choices

19 2008 POP Conversion - September 22nd - October 6th Execution Completion Check List - C DriveThru - PreSell Kiosk (Backlit Version) Full Insert National (Big Mac) or EVMs DATE REST. NAME / NAT'L # OWNER / OPERATOR COMPLETED BY REVIEWED WITH