Oscar Mayer Hot Dogs C-Store Overview/Training and 2016 Planning January 15, 2016
Table of Contents Hot Dogs & C-Stores Why OSCAR MAYER? Winning at the Grill LTO Promotions Retailer Support Portfolio Overview Questions? Appendix 2
Despite an increasing array of food options, Hot Dogs/Corn Dogs servings are steady Hot Dog/Corn Dog Servings at C-Store (000) 196,455 177,483 183,622 183,324 167,017 151,127 YE Jul'09 YE Jul'10 YE Jul'11 YE Jul'12 YE Jul'13 YE Jul'14 Source: The NPD Group / CREST YE JULY 3
Hot Dogs are #2 in C-store Prepared Foods Sales Shares by Category 4 Source: 2014 Technomic Convenience Stores Industry Data Digest
Why Oscar Mayer? An American Tradition since 1883
C-Stores can improve their food to better compete with QSRs; convenience is not enough C-Stores Customer Satisfaction: Food Attributes % Excellent Total QSR 46 No longer a point of difference 44 41 38 41 34 32 30 33 34 Taste and Flavor of Food Quality of Food Variety of Food Food was Fresh Convenience of Location Oscar Mayer Links help improve perception of roller grill Source: The NPD Group / CREST / YE June 14 Source: CREST 6 Do not include in Crossmark Connect This page can t be left with retailers due to contract with NPD
Consumers already choose Oscar Mayer 2/3 Share of Voice Biggest Advertising Spend 66% 56% OSCAR MAYER is #1 in the cold case Source: Starcom, Q3 2014 - Share of Voice & Share of Spend Source: Nielsen, 2010-2014, Total US Conv RETAIL 7
30+ years experience on the roller grill delivers consistent taste & performance you expect: Great Flavor: All natural hardwood smoked NO liquid smoke Firm Bite: OM use only carefully selected 100% USDA inspected cuts of fresh, never frozen meats NO by-products Great Taste: We have been using our special unique blend of spices since 1883 & have been innovating ever since to deliver flavor that keeps customers coming back Attractive Eye Appeal: Natural appearance, NO artificial coloring used Merchandising: Leverages Oscar Mayer s brand equity & quality which alleviate concerns about mystery meat Easy Clean-up: IQF prevents caramelization on grill Hold Time: 4 hours on roller grill 8
Why Oscar Mayer Better Performance on the Grill Oscar Mayer Links are IQF "flash frozen individually" This ensures that a hot dogs case is not a solid block of hot dogs, but rather, each link is loose in the case. This process makes the Oscar Mayer Hot Dogs easy to work with and maximizes grill performance. On the other hand, slow freeze can lead to interior ice crystals which may cause: Caramelization on the roller grill Leading to poor appearance More difficult clean up each day A softer, mushier bite Gaps/pockets in the link 9
Winning at the Grill with Oscar Mayer Hot Dogs
Operator Need: Attract Customers, Increase Sales & Reduce Labor Costs Selling to Retailers without Roller Grills Sales Prop: Patrons are looking for protein rich snacking options Attract customers with delicious & portable links from the brand trusted since 1883 by offering Oscar Mayer on the roller grill With 30+ years of experience & IQF technology, OM links perform better, require less time for clean up & deliver the taste your customers want Plus OM helps the equipment & merchandise cost with the Grow your Grill program UnLimited Time Opportunities Exist Selling our Core Grill SKUs! Jumbo 5/1 Beef Frank Item #391 Jalapeno & Cheese Item # 496 or 178 Or New Retailers Corn Dough Dog Item #636
Selling to Retailers under contract with Competitor Operator Need: Attract Customers, Increase Sales & Profitability Sales Prop: Most contracts allow for competitive options if the supplier does not offer a similar product With one of the few USDA approved bakeries, OM enrobed links are unique cost saving alternatives that appeal to the busy on-the-go patron Portable and convenient No need to supply buns or extra condiments Better for you as baked vs. fried Sell our Enrobed Grill SKUs!
Selling to Retailers currently not offering Breakfast Operator Need: Attract Customers, Increase Sales & Profitability Sales Prop: Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go Attract consumers currently skipping breakfast or eating at home Steal back share of coffee servings from QSRs Increase usage of existing roller grills at new day part Attract customers looking for a sweet option with protein Sell our Breakfast Grill SKUs!
Increase Sales with Current Retailers by Leveraging our 2016 LTOs
Grow Breadth of Grill Portfolio with LTOs! LTO: March 1 December 31, 2016 Why Breakfast? Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go Attract consumers currently skipping breakfast or eating at home Steal back share of coffee servings from QSRs Attract customers looking for a sweet option with protein Increase usage of existing roller grills at new day part Sku Flavor Units/cs Cs Wt 00447000674400 Blueberry 20 links 3.3Lb 00447000685300 Maple 20 links 3.3Lb
Grow Breadth of Grill Portfolio with LTOs! Why PIZZA? LTO: March 1 Dec. 31, 2016 Italian sausage is the #1 sausage variety, appearing on over 20% of all menus and on 62% of all Pizza menus 1 Italian sausage often appears menued with other traditionally Italian ingredients, like marinara and mozzarella cheese, in dishes like pizza and sandwiches 1 Our Pizza Link already has the condiments inside! Great way to attract Millennials Sku Units/Case Cs Wt 00447000871900 20 links 3.9LB SOURCE: 1) Datassential February 2015
Grow Breadth of Grill Portfolio with LTOs! LTO: Sept. 1 Dec. 31, 2016 Why Pumpkin? Celebrate the season with this quintessential holiday flavor Attract customers & be a destination for holiday fun & indulgence Sku Units/Case Cs Wt 00447000893700 20 links 3.3LB Great for those seeking a sweet morning treat or afternoon snack with protein
2016 LTO Sales Support FREE POS KIT: Window Cling Product Sell Sheet LTO REBATE: $2/case, up to $150/store for purchases of LTO links during promotional period 3/1-12/31/16 Rebate redemptions need to be submitted by 1/31/17 Product Samples for Maple & Blueberry are available from DOT Kits available from IMS in early Feb.
Please notify Kraft Heinz of all new business 19
Retailer Support
The Resources you need to win at the grill! Customized Job Aid: Highlighting successful roller grill execution P-O-Gs & Build to Charts: By Size of Grill or day part Roller Grill Merchandising Program: Leverage OM branding Grow Your Grill Program Retailer: Best for mid tier chains not on contract Can earn $450/store Grow Your Grill Program Distributor: Customize with distributor codes Leverage the distributors sales force OM Hot Dog Rebate: Save up to $500 on full portfolio LTO rebates Trade Show Kit: Everything needed to showcase OM Hot Dogs See appendix for examples of each 21
2016 Priorities by Business Unit Foodservice BU 1. Focus on Roller grill LTO and Specialty Link items: Pizza Dough Dog Oscar Mayer Breakfast items Win the holidays with Pumpkin Pancake Sausage 2. Leverage new Kraft Heinz Portfolio to drive OM roller grill and condiment authorizations 3. Capitalize on growth in C-Store Breakfast traffic to gain authorizations of Maple & Blueberry Pancake at retailers under competitor contracts
Oscar Mayer Hot Dog Portfolio An American Tradition since 1883
Oscar Mayer Best Selling Specialty Hot Dogs Oscar Mayer Jalapeño & Cheese: A great-tasting link sure to kick taste buds into high gear: A Pork & Poultry link with Kraft Old English Cheddar Pasteurized Processed Cheese, crushed red peppers, diced Jalapeños and OM propriety spice mix blended exclusively for this flavor. Which is naturally hardwood smoked and enhanced with Mesquite Smoke Flavoring. Oscar Mayer Cheezy Link: Sku Size Length Cs Wt 00447000024600 5/LB 5.5IN 10LB 00447000043000 6/LB 5.5IN 6LB Sku Size Cs Wt 00447000049600 5/LB 6LB 00447000017800 5/LB 10LB Classic Oscar Mayer wiener wrapped inside gourmet cornmeal breading: No need for buns or condiments, so you save on costs Better for you as baked vs. fried Portable and convenient Oscar Mayer Corn Dough Dog: A new twist on an All American Classic Made with Beef, Poultry & Kraft Old English Cheddar Flavored with onion & garlic Compete with QSRs with a cheeseburger flavored link made to perform on the roller grill Sku Units/Case Cs Wt 00447000063600 20 links 4.25LB 24
Attract Consumers with variety Attract Consumers with Variety All about the smoke! With the longest run in the smokehouse & Kraft Old English Cheddar, this link is sure to please the BBQ Pitmaster 100% all natural hardwood smoke & our longest run time in the smokehouse make this OM pork & poultry link a winner Classic flavor with Kraft Old English Cheddar designed to perform on roller grill Abundant spices, red peppers & paprika delivers flavor at less cost than the Jalapeno & Cheese Oscar Mayer Cheese Smokie: Sku Size Length Cs Wt 00447000050100 5/LB 6IN 6LB Oscar Mayer Smokie Link: Sku Size Length Cs Wt 00447000048300 5/LB 6IN 6LB Oscar Mayer Brat & Cheese: Sku Size Length Cs Wt 00447000066400 5/LB 6IN 6LB Oscar Mayer Hot and Spicy: Sku Size Length Cs Wt 00447000049400 5/LB 6IN 6LB 25
Oscar Mayer Breakfast Attract consumers currently skipping breakfast or eating at home Steal back share of coffee servings from QSRs Increase usage of existing roller grills at new day part Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go. A Classic Oscar Mayer pork sausage wrapped in a Maple or Blueberry pancake A classic breakfast link made with pork and seasoned for extra flavor Oscar Mayer Pancake Sausages: Sku Flavor Pack Cs Net Wt 00447000674400 Blueberry 20-2.6oz 3.3Lb 00447000685300 Maple 20-2.6oz 3.3Lb Oscar Mayer Breakfast Sausage: Sku Size Length Cs Wt 00447000032800 8/LB 5.25IN 6LB 26
Oscar Mayer Beef Franks & Wieners Strengthen your roller-grill sales with quality ingredients & the trusted Oscar Mayer brand An American Tradition since 1883 Made from Quality fresh, never frozen, 100% USDA inspected beef All natural hardwood smoked OM signature propriety beef spice blend No by-products, No MSG added Available in a variety of sizes from quarter pounders to 10 links/lb. Oscar Mayer Beef Franks: Sku Size Length Cs Wt 00447000010500 4/LB 6.5IN 10LB 00447000018300 8/LB 6IN 10LB 00447000019000 10/LB 6IN 10LB 00447000019300 5/LB 10.5IN 10LB 00447000038800 4/LB 8.25IN 10LB 00447000039100 5/LB 6IN 10LB 00447000039400 6/LB 6IN 10LB The All American Oscar Mayer Hot Dog that is year-round favorite Simple and classic that has a plump juicy taste Less expensive than beef Oscar Mayer Wieners: Sku Size Length Cs Wt 00447000016700 5/LB 6IN 10LB 00447000036100 8/LB 6IN 10LB 27
Made to Order items Help your Retailer Differentiate themselves
Items below are Made to Order These items are not kept in stock but we are happy to make them! sku Master Files Description Selling Description 447000639700 OM 4-1 CHES SMO SAUS 10# 4/lb 3 Cheese Smoikie 447000072400 OM 5/1 BRATWURST 6# 5/lb Brat 447000639600 OM 4-1 6.5" JAL & CHS 10# 4/lb Jalepeno & Cheese 447000782800 OM FS 6 LB HD PIZZA LINK 5/lb Pizza or Italian Style Link 447000736300 6# OM FS HD BAC CH 5/lb Bacon & Cheese 447000711600 4.25# OM INFERNO CORN DOUGH DOG 1 Inferno Dough Dog 447000678500 3.31# OM CINNAMON ENROBED LINKS 1 Apple Cinnamon Pancake Sausage 447000736500 OM 1/4.25LB BCN&CHSE CORN DOUGH DOG Bacon Dough Dog Lead-time varies by sku and their ingredients. Min order is usually 4,000 cases. Optimal would be 13 weeks but at least 8 weeks lead-time is needed.
Items below are Made to Order Oscar Mayer Cheese Smokie: Sku Size Length Cs Wt 00447000639700 4/LB 6IN 10LB Heat up your sales with this smokie option: 6397 has Cheddar, Mozz & American Processed cheeses in a smoked link 501 is a less expensive option with 1 cheese: Kraft Old English Cheddar in a smoked link Oscar Mayer Bratwurst: Sku Size Length Cs Wt 00447000072400 5/LB 6IN 6LB Classic Brat flavor, designed to perform on roller grill Oscar Mayer Pizza Link: Sku Size Length Cs Wt 00447000782800 5/LB 6IN 6LB
Items below are Made to Order Combined our 2 best sellers Corn Doug Dog & Jal & Chs. to create. Oscar Mayer Bacon & Cheese Link: Sku Size Length Cs Wt 00447000736300 5/LB 6IN 6LB Everything is better with bacon! Especially in an OM Pork & Poultry link with Kraft Old English Cheddar that is naturally hardwood smoked Oscar Mayer Bacon Dough Dog: Sku Units/Case Cs Wt 00447000736300 20 links 4.25LB Our OM Bacon & Cheese link wrapped in a sweet dough with OM bacon pieces No need for buns or condiments Better for you as baked vs. fried Portable and convenient Oscar Mayer Inferno Dough Dog: Sku Units/Case Cs Wt 00447000711600 20 links 4.25LB Zest up your roller grill sales with this combination of a Hot & Spicy Dog wrapped in cheesy jalapeno corn dough Abundant spices and flavor
Questions & Answers
Appendix
Oscar Mayer is the innovative brand that consumers trust Key emotional drivers like Brand I know and Brand I trust alleviate concerns about mystery meat products being served in your store 1 Oscar Mayer Hot Dogs have an 80% Awareness with C Store consumers 1 Oscar Mayer has 30+ years in the roller grill business creating innovative products that keep consumers coming back Oscar Mayer s individually frozen links don t caramelize and hold for 4 hours on the roller grill Merchandising is available to leverage Oscar Mayer s brand equity and quality products which leads to increased sales and profits Hardwood Smoked SPECIALTY DOGS 1) C-Store Ready-To-Eat Hot Dog A&U March 2011 Oscar Mayer enrobed dogs are cost saving alternatives No need to supply buns or extra condiments Portable and convenient Better for you as baked vs. fried Enrobed items have the same hold times (4 hours) as all other Oscar Mayer hot dogs ENROBED DOGS For more information, visit us at: www.kraftfoodservice.com/oscarmayerlinks
Oscar Mayer Breakfast Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go. LTO CALENDAR Attract consumers currently skipping breakfast or eating at home Steal back share of coffee servings from QSRs Increase usage of existing roller grills at new day part Classic Oscar Mayer pork sausage wrapped in a Maple or Blueberry pancake March 1 Dec. 31, 2016 Sept. 1 DEC 31, 2016
Merchandise & Promotions
How to order POS 37
Best In Class - Operations Customized Job Aid - Highlights the Key Steps to a Successful Roller Grill Execution P-O-Gs & Build To Charts By Size of Grill or Day Part Available at Food Concepts website http://www.foodconcepts.com/kraft 38
Best In Class Merchandising & Promos Creating a consistent brand message in all stores builds customer awareness Oscar Mayer brand means great tasting, high quality hot dogs to your customers Available at Food Concepts website 39
Grow Your Grill Program will continue in 2016 Available at Food Concepts website & C-store teamsite - editable Perfect for mid-tier operators 40
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Trade Show Kit Available at Food Concepts website 42
Trade Show Kit How to order Step 1: Email Andy Erdman at aerdman@foodconcepts.com requesting a trade show crate Provide following info in this email: Shipping information, including whose attention the crate should be shipped to Special Shipping Instructions Any shipping labels that need to be applied to the crate Received by date (include date range if applicable) - please allow a 2 week lead time Step 2: Andy will ship crate accordingly. Included with the crate will be Crate Repackaging Instructions Step 3: Fill out Trade Show Return Form to arrange for Trade Show crate to be picked up Step 4: Our Agency Food Concepts, will receive crate, inspect it, and replace any damaged items FCI will then store for future use Available at Food Concepts website 43
Developing a Successful Roller Grill Program 44
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Thank You 46