Chain Restaurant Selling Strategy for Dry Peas, Lentils & Chickpeas

Transcription

1 Chain Restaurant Selling Strategy for Dry Peas, Lentils & Chickpeas

2 Agenda Who we are. What we do. Why focus on restaurant chains? Current foodservice trends snapshot Our culinary work USA Dry Pea & Lentil Council chain selling approach

3 What is CSSI? Our ONE purpose is to help food manufacturers SELL! National account sales support Sales opportunities identification and development Comprehensive agency strategic and creative services

4 The CSSI Business Model Unique culinary selling approach with strategic communications provides one resource to drive foodservice sales 11 chefs, 3 registered dietitians Experts in chain buying process Menu development experience Highly networked

5 Senior Director, Culinary R&D Creative Director Executive VP Director Culinary R&D R&D Chef Sr. Account Director Sr. Account Director Account Executive Associate Director Culinary R&D Executive VP Tim Thomas The Mad Genius The Mouth of the Gant South Talbert R&D Chef Director Culinary R&D Scott Easy Rider Knue R&D Chef Mike Guitar Hero Haracz Account Executive Owen Mary Ellen The Wind Katie Take it from the Rob Dot Beneath Our Wings Alison Tough as Nails Top Liz The Kingpin To the Rescue Klein Like a Rockstar Can I Help Ya, Thompson Mike Hanrahan Ritchie Vartan No, the other CIA Diakonow Help Ya, Help Ya??? Account Gordon Business Manager Theureau Sr. Account Executive Copywriter Executive Creative Director Bea The Enforcer Vansen-Saines Sr. Account Executive The CSSI Team Sr. Art Director Heather I Got the Shot Kaplan R&D Chef Jr. Art Director Ashley Service with a Smile Foster Billing Fallon Keeps Things Humming Pyles Media/PR Mgr. Heather Is This Thing On Skomba Sr. Account Director Marie Katy The Mega Mind Commando Molde, RD Martin, RD Sue Eye on the Ball Marcheschi Cathie And the Weiner Is Cantone Lauren DeMazing DeMaria Katherine Need for Speed Busher Valarie There Was a Sale Ester Megan There s a Story Here Warmouth Kelly Hey, It s in the Blueprint Scibor

6 Why Focus on Chain Restaurants?

7 Buying Power Continues to Consolidate Food and non alcoholic beverages only 2011 Share of Consumer Food $$ 46% 54% Retail $637B Foodservice $543B Source: Food and non alcoholic beverages only; Technomic; U.S. Department of Commerce

8 Restaurant Industry Improved in Restaurant Industry Total = $370B Sales Growth vs. Previous Year Top 500 drives industry growth Independent recovery begins *Restaurant chains, independents, with <$37.5MM in sales Source: 2010, 2011, 2012 Technomic Top 500 Reports

9 Top 500 LSR, FSR Both Improved Top 500 Sales Growth vs. Previous Year* Limited Service Restaurants Full Service Restaurants *Nominal Source: Technomic Top 500 Reports

10 Slight Growth in Restaurant Units Top 500 Unit Growth vs. Previous Year Limited Service Restaurants Full Service Restaurants Top 500 FSR units up about 200; LSR up 1,300 Source: Technomic Top 500 Reports

11 Current Foodservice Trends Snapshot

12 Snacking Trend A growing population of snackers is pushing traditional meals over to the sidelines. Nearly half (48%) of consumers confessed to snacking at least twice a day. With minimeals on the rise, here are a few trends to watch: Major chains are using late-night hours to promote value-oriented snack items and bar plates that cater to younger customers who visit during this time period 37% of consumers have broadened their definitions of snacks to include more types of foods, beverages and restaurant fare The mini sandwich, slider or wrap has evolved from a simple snack item to a downsized gourmet version of signature full-sized offerings 62% of respondents reported that most of the snacks they purchase were impulse purchases More than 33% of consumers expect to eat healthful snacks in the coming year, indicating greater importance for operators to offer and promote better-for-you snacks Source: Snacking Takes a Bigger Bite, Restaurant Business, 2012; Snacking Occasion Consumer Trend Report, March 2012, Technomic

13 OPERATOR EXAMPLE: McDonald s Snack Wraps To target snacking demographic Varieties Beef, grilled chicken and crispy chicken available

14 Ethnic Food Trend In recent years, consumption of ethnic foods has increased both in and out of the home and market researcher Mintel predicts steady future growth. Global cuisines and flavors are a constant craving for Americans. However, certain factors go into creating a successful ethnic menu. Authenticity. Mintel reports that authenticity is the largest contributor to consumer choice. This means no cutting corners on ingredients, techniques and décor When dining out, 80% of customers said they frequented ethnic food eateries in the month prior to the survey. This is an increase of six percentage points from 2010 The most popular ethnic menus in the fall quarter of 2011 were Italian, Mexican, Chinese, Pan-Asian and Japanese Mediterranean and Middle Eastern food saw a robust growth in the past year and both are expected to continue to gain in popularity in the future Source: A Taste for Authenticity, Restaurant Business 2012; Consumers Want Ethnic Authenticity, Mintel; 2012

15 OPERATOR EXAMPLE: Garbanzo Co-founded by Panera Bread s Ken Rosenthal Recent launch: franchising program for expansion beyond Colorado Pita, Laffa (flatbread) or Plate: with choice of chicken or steak shawarma, falafel, portobello mushroom or hummus Featured Soups: Mediterranean Lentil, Roasted Eggplant and Garbanzo Bean Stew

16 Gluten-Free Ranked #1 in Menu Innovations on Fast Casual s 2012 Top 100 Movers & Shakers list Approximately 18 million U.S. residents suffer from gluten sensitivity Many operations need to adjusting to the new demand Source: Fast Casual s 2012 Top 100 Movers & Shakers

17 OPERATOR EXAMPLE: Olive Garden Olive Garden is the leading traditional casual-dining concept in the Italian dining segment, specializing in a variety of moderately priced pastas and other traditional fare for lunch and dinner. Gluten-Free Menu: Includes; salads, steak, chicken and fish entrees, as well as gluten-free pasta Penne Rigate Pomodoro Roma tomatoes, garlic, fresh basil, extravirgin olive oil and marinara sauce tossed with gluten free penne pasta.

18 Industry Involvement Our ongoing relationships with industry resources and associations allow us to provide clients with the latest trends, industry reports and data that affect your business we think proactively and act proactively

19 Our Clients

20 Our Culinary Work

21 Culinary Support Relationship building with decision makers at Top 200 manufacturers and chains Full-time staff of R&D Chefs and Registered Dietitians provide comprehensive product development and presentation support Recipe concepting, development and testing Gold standard new product research and development Account-specific research and analysis Seamless linkage with comprehensive Agency creative services

22 Playing a Leadership Role in Customer Menu Development Challenge The Long Horn menu innovation team hosted an invite-only ideation focused on new, innovative side items for their menu. The process was one full day of vendor presentations and the Long Horn team sampled approximately 200 concepts that day. CSSI Solution The CSSI chef team developed and presented concepts that were served as sides with steak. CSSI submitted reference photography and concept build documents for each item, and as a next step Long Horn used a limited number of the photo submissions to conduct online consumer screenings. Measurable Results The CSSI-developed Filet & Lobster Steak Baked Potato performed very well in consumer screens and is now on the Long Horn menu.

23 New! Sirloin & Lobster Baked Potato

24 A Revelation in School Pizza Challenge Domino s Pizza sought to provide added nutrition benefits to the most popular entrée served in schools, while helping schools meet nutrition requirements and goals. CSSI Solution CSSI Chefs and Registered Dietitians created delicious, nutritious school pizza concepts for consideration as part of the Domino s Pizza Smart Slice school program. Measurable Results Two pizzas that CSSI developed Bellroni and Cheezzzilla - are now trademarked and part of the Domino s Pizza Smart Slice line.

25 Domino s Pizza Smart Slice Bellroni and Cheezzzilla

26 Leveraging Manufacturer Relationships to Drive Innovation Challenge McDonald s is seeking to build on the success of their breakfast program by creating a next generation oatmeal variation that incorporates fresh fruit. CSSI Solution CSSI has been invited to collaborate with the McDonald s menu innovation team and participate in the research and development of trend-based oatmeal variations. The CSSI team assisted in development of the perfect oatmeal base and the fresh, healthy fruit toppings. Measurable Results The Blueberry Banana Nut Oatmeal is now on the menu at McDonald s.

27 McDonald s Blueberry Banana Nut Oatmeal

28 Understanding the Customer Challenge The Golden Corral culinary team was tasked with creating new and exciting centerof-the-plate menu concepts for their buffet restaurants. CSSI Solution CSSI represented a manufacturer partner at the ideation and showcased multiple pork items including pork belly and pork butt to be cooked and carved to order instore. Measurable Results As a result of the presentation, the Golden Corral culinary team added 4 new pork items to their menu. Due to the success of the presentation, CSSI is invited to sit on the Golden Corral Culinary Chef s Council which meets throughout the year to review culinary trends and menu development strategies.

29 Playing a Leadership Role in Customer Menu Development Challenge To support its new You Know When It s Real positioning, Wendy s was looking to revamp its menu with the objective of delivering the highest quality fresh food with real ingredients, providing the best tasting fast food. CSSI Solution CSSI participated in Wendy s ideation session for their premium hamburger promotion, with a focus on creating new signature hamburgers. CSSI presented Schwartz s Refrigerated Pickles as the culinary gold standard. Measurable Results Schwartz s Refrigerated Pickles were a huge success driving focus groups, and replaced Wendy s pickle throughout the premium burger promotion. Schwartz s is being considered to completely replace Wendy s pickle moving forward.

30 Developing New Healthy Menu Items Challenge The Olive Garden team was tasked with developing new menu items for both adult and children s menus to meet specified nutrition targets for calories, fat and sodium. The team was not familiar with the nutrition contribution of each of their core ingredients, and without nutrition software and the support of a registered dietitian, they were unable to effectively develop against these targets. CSSI Solution CSSI s RDs worked side by side with the Olive Garden chefs, purchasing and supplier partners to develop new menu items and build a database of Olive Garden ingredients in Genesis. We then reached out to key suppliers to develop new ingredients (specifically proteins) that would align with the other reduced sodium goals. Measurable Results Over 15 new recipes were developed and successfully tested. The recent launch of Mediterranean Grilled Chicken is one successful result of our work, but we have played a role in developing items across the menu including: paninis, flatbreads and pastas for kids.

31 Consultative Solutions to Reenergize Critical Categories Challenge The ARAMARK proprietary Asian and Pizza programs are complex to execute and require ongoing training of operations personnel in order to maximize sales and profitability. CSSI Solution CSSI developed a comprehensive, off-site training program at our facilities which enabled the entire ARAMARK team to reengage around these critical programs. The program focused on a complete redesign of the Pizza and Asian categories with multiple working sessions, team-building exercises, and hands-on product training. Measurable Results Customer feedback was highly favorable; program re-launch is currently rolling out with encouraging preliminary feedback

32 A Look at the ARAMARK Training Event Members of ARAMARK Healthcare Team during a Training Event at CSSI facilities.

33 Championing Customer Products in Menu Development Initiatives Challenge Our client, a leading manufacturer of grains, was recently invited to participate in the Starbucks breakfast innovation initiative (so were 10 other manufacturers!). As a result, differentiating our client s offerings with creative and relevant ideas while presenting them in a dynamic and engaging manner were critical. CSSI Solution CSSI developed a range of innovative breakfast concepts which aligned with Starbucks marketing objectives. The concepts featured conventional formats as well as some out-of-the-box thought-starters. Furthermore, powerful display graphics were developed to add impact and excitement. Measurable Results Feedback from the Starbucks team was exceptionally positive; the presentation was highlighted as one the day s best. The Whole Grain Puffed Amaranth Sweet Almond Danish concept was selected for further development.

34 A Look at the Starbucks Concept Display Graphics Concept display graphics were created by CSSI s Agency Team to aid in concept comprehension, while building excitement and interest.

35 Recent National Account Development Work

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37 Our Selling Strategy Phase I: Educational approach to initial consultation with decision makers. Presenting the functionality, nutrition and consumer benefits of the product portfolio. Includes these disciplines for a high-impact session: Chef R&D Dietitian Processor

38 Our Selling Strategy Phase II: Menu R&D Application and recipe development Consultative collaboration with chain decision makers

39 Target List

40 Segment: Fast Casual Headquarters: Beaumont, Texas # of Units: 234 Top Rank for United States: 69 Opportunity/Menu Fit: Salads Wraps Soups Gluten-free Vegetarian

41 Segment: Fast Casual Headquarters: Dallas, Texas # of Units: 135 Top Rank for United States: 124 Opportunity/Menu Fit: Bakery Pastas Soups Gluten-free Vegetarian

42 Segment: Fast Casual Headquarters: New York, New York # of Units: 40 Top Rank for United States: 430 Opportunity/Menu Fit: Salads Wraps Soups Gluten-free Vegetarian Bakery

43 Segment: Quick Service Headquarters: Atlanta, GA # of Units: 1,618 Top Rank for United States: 11 Opportunity/Menu Fit: Biscuits Gluten-free biscuits Desserts Breakfast pastries

44 Segment: Family Dining Headquarters: Lebanon, Tennessee # of Units: 603 Top Rank for United States: 27 Opportunity/Menu Fit: Soups Salads Sides Desserts

45 Segment: Casual Dining Headquarters: Greenwood Village, Colorado # of Units: 449 Top Rank for United States: 39 Opportunity/Menu Fit: Appetizers Soups Pasta Better burgers Desserts

46 Segment: Quick Service Headquarters: Seattle, Washington # of Units: 10,788 Top Rank for United States: 3 Opportunity/Menu Fit: Wraps Pastries Desserts Grab and go Gluten-free

47 U.S.A Pea & Lentil Council has already initiated development with Domino s Segment: Quick Service Headquarters: Ann Arbor, Michigan # of Units: 5,940 Top Rank for United States: 15 Opportunity/Menu Fit: Pizza dough Gluten-free Pizza bread/cheesy bread Pasta

48 Segment: Quick Service Headquarters: Denver, Colorado # of Units: 1,948 Top Rank for United States: 44 Opportunity/Menu Fit: Salad Sandwich Flatbread Desserts

49 Management Services Headquarters: Philadelphia, Pennsylvania Opportunity/Menu Fit: Diabetic Gluten-free Vegetarian High protein diets High fiber diets

50 Segment: Casual Dining Headquarters: Orlando, Florida # of Units: 793 Top Rank for United States: 14 Opportunity/Menu Fit: Soup Flat bread Pasta Salads Gluten-free

51 Segment: Casual Dining Headquarters: Carrollton, Texas # of Units: 663 Top Rank for United States: 29 Opportunity/Menu Fit: Appetizers Soup Salads Mediterranean items Wraps Desserts

52 Segment: Casual Dining Headquarters: Dallas, Texas # of Units: 1,281 Top Rank for United States: 13 Opportunity/Menu Fit: Soup Salads Better burger Desserts

53 Segment: Casual Dining Headquarters: Kansas City, Missouri # of Units: 1,871 Top Rank for United States: 10 Opportunity/Menu Fit: Soup Salads Desserts

54 Thank You