Checkoff Foodservice Marketing Fiscal Year 2011
Foodservice Goals Execute the priorities set forth in the Long Range Plan by building consumer demand across all U.S. restaurant segments Serve as the definitive beef resource to Industry Stakeholders: i.e. Operators, Distributors, State Beef Councils, Packers & Channel Media Enhance the value proposition of beef : via an integrated marketing campaign that positions beef as a great American classic and canvas for contemporary menu applications Increase beef s penetration across more of the menu by emphasizing beef s versatility and flexibility 2
Foodservice Goals, Cont d Maintain a strong and growing demand for beef by positioning it to capitalize on the economic rebound Educate operators on beef s value and contribution to their business by building relationships with targeted decision makers and showcasing a broad portfolio of beef and steak options Stretch Checkoff dollar investments by leveraging partnerships on advertising and promotions that provide added value 3
Guiding Principles We will honor the confidentiality of all proprietary information. We will not quote or use information obtained from a foodservice operator or promotional partner without their prior consent. We will support demand for all beef, regardless of brand, breed or type, and will not promote one in a manner that denigrates another. We will work with other food companies and/or products that have a synergistic and positive impact on beef sales and demand. 4
Guiding Principles, Cont d We will work with other industry partners and food companies to leverage the value of the Beef Checkoff investment. We will pursue partners that want to build beef demand by participating and investing in Beef Checkoff funded promotions and programs. We will work to enhance and promote beef s image in order to make retain beef s position as the protein of choice with consumers. 5
Do s & Don ts DO take an active part in the discussions and share your experience and knowledge. DO NOT divulge information that would be considered proprietary or confidential. DO present the challenges, opportunities and solutions to the issues that are brought forth from the group based on your own expertise. 6
Do s & Don ts, Cont d DO NOT discuss your company's marketing plans, pricing strategies, advertising campaigns or anything that may jeopardize the competitive position and future success of your company. DO understand that anything presented, discussed or learned from these meetings may be shared at some point in the public domain. DO NOT withhold your thoughts. We value your point of view. 7
Channel Marketing Supports Supermarket Retailers State Beef Councils Foodservice Operators Trade Media CHANNEL MARKETING Wholesale Distributors Other Checkoff Contractors Industry Partners Packers and Processors 8
AK Foodservice Marketing - 2011 Account Map CA OR WA RAM NV ID UT CKE (Hardee s, Carl s Jr) Cheesecake Factory/Grand Lux ESPN Zone Fatburger In-N-Out Burger Jack in the Box Johnny Rockets Sizzler DineEquity (see Applebee s, KS) Taco Bell Il Fornaio AZ BJ s Brewhouse V HI MT WY CO Red Robin Rock Bottom Quiznos Qdoba Good Times Boston Market NM SD ND NE Whiskey Creek MN Buca KS Applebee s Sullivan s Fox & Hound Houlihan s Lone Star Steakhouse Mr. Goodcents Texas Land & Cattle OK Sonic Brinker (Chili s, Macaroni Grill, Maggiano s V On The Border) Saltgrass Carinos Italian Grill Carlson (TGIF) Texas de Brazil TX Whataburger Fogo de Chao Jason s Deli Metro Media (Bennigan s, Steak & Ale) Cheddar s Dave & Busters SYSCO IA WI Culver s LA IL Cosi McDonald s Morton s Jimmy John s MO Hardee s Potbelly Wildfire Biaggi s v AR Colton s MS MI IN Steak n Shake US Foodservice OH Wendy s Steak Escape Bravo KY Texas Roadhouse WV TN Gordon Biersch Logan s Roadhouse O Charley s Back AL Yard Burgers J. Alexander s GA Ruby Tuesday Arby s Stoney River VT ME NY Smith & MA Wollensky Bertuccci s V Uno Chicago Grill V NJ PA Bugaboo ARAMARK VA Western Sizzlin NC Golden Corral SC FL Burger King DARDEN (Capital Grille, LongHorn, Olive Garden V, Red Lobster) OSI (Outback, Fleming s V, Carrabas V) NH DC DEThe Palm SNA MD: Roy Rogers Checkers Firehouse Subs Rally s Firehouse Subs Disney/Epcot Universal HardRock Ruth s Chris Shula s 9
Advertising: Print & Digital 10
Public Relations: News Bureau More than 80 editorial features planned in 2011 11
Recipe Collateral & enewsletter 12
Foodservice Info & Education Beef U on Sticky drive Updates to beeffoodservice.com 10 new excluive SBC recipes/photos 13
Circle of Influence 14
Event Marketing 2nd Annual Food Arts/CIA Flavors Conference (April) St Helena, CA MEG: IFMA Marketing Executive Conference (May) Chicago, IL Food Arts SOS BBQ (May) Chicago, IL Nation s Restaurant News - MUFSO (October) Dallas, TX 15
Beef Backer Awards National press release issued Congratulations Ad ran March 21, NRN Call for Entries 2012 kicked off in April (digital campaign) 16
2010 Beef Backer Winners Chain of the Year Bonanza Steakhouse/ Ponderosa Steakhouse Homestyle Dining LLC, Texas Independent of the Year Red, The Steakhouse, Florida Innovator of the Year The Hitching Post I & II, California 17
2010 Promotions Recap Texas Roadhouse Great Steak of Texas 335 restaurants in 46 states Program Elements including POS, waitstaff training and incentives State Beef Council Extension Opportunities Western Sizzlin I Heart Beef 125 restaurants in 17 states Program Elements including POS, radio & TV State Beef Council Extension Opportunities Jack-in-the-Box Grilled Pastrami 1,698 total restaurants participating Program Elements including POS and TV Coupons distributed by mail, newspaper and in-store ($1 Off and BOGO) 18
Fresh Cut Tri-Tip Promotion Jan 3 Feb 27, 2011 Promotion executed in 10 states Broadcast media in select markets Heavy on-line exposure through Facebook, Twitter and customer loyalty program Extension of the I Heart Beef campaign 19
Sizzler In-Store Elements 20
Sizzler Supports I Heart Beef 21