Rich s Sub Rolls Sales Training Guide May 2012
Why Subs? Call them subs, hoagies or heroes; these classic sandwiches continue to be among consumers favorites! Sub sandwiches rank 5 th highest in percentage of consumers buying them once a month and 3 rd in weekly consumption*. The Subway Effect : For 3 years in a row, consumers ranked Subway first among large QSR chains for Top Healthy Option, Top Service and Most Popular. Burger Deli Sanwich Chicken Breast Sandwich Submarine, Hoagie or Hero Taco/Burrito Breakfast Sandwich Wrap Hot Dog Salad Sandwich Mini-Sandwich Once A Week+ 49% 39% 37% 39% 29% 41% 30% 39% 26% 42% 33% 28% 17% 32% 15% 30% 16% 28% 15% 26% 0% 20% 40% 60% 80% 100% Once Every 2-4 Weeks % Purchasing Once a Month + 88% 76% 70% 69% 68% 61% 49% 45% 44% 41% Made-to-order sandwiches, health-inspired market positioning and the consumer-friendly $5 Footlong campaign are the main drivers of consumer satisfaction within the sub chain**. Subway s success has not gone unnoticed with FS operators. Today, many are looking for solutions to help them menu a similar offering. *Source: Technomic Sandwich Report, 2012 ** Source: QSR magazine 2011 (Zagat annual survey) 2
What Makes Subs So Popular? For Consumers: They like that subs are usually made-to-order. They love that they can pick their own ingredients. Can be a good go-to sandwich for those seeking comfort food/nostalgia. Subs (via Subway s Jared campaign) have also developed a Healthy Halo. Subs are readily accessible, quick and portable. Subs offer a good value for the money. They are often served on FRESH BAKED BREAD. For the Operator: Subs continue to be in demand. Subs are versatile; with just a dozen basic fillings and two roll doughs, an operator can offer an infinite combination of sandwiches on several different varieties of bread. Subs are inexpensive and easy to prepare. 3
Rich s Line of Sub and Hoagie Rolls Rich s has an extensive line of sub and hoagie rolls, meeting the needs of any operator: Available in different formats: Proof-and-bake (dough) and Par-Baked. Available in different lengths and weight. Available in different varieties (white, wheat, crusty, soft, etc.). Product Code PROOF-AND-BAKE (DOUGH) White Product Name s per Case Weight Description 03148 Submarine Roll Dough 72 4 oz Soft, white sub roll; approx. 8" in length. Proof-and-bake format. 03199 Hoagie Roll Dough 120 2.75 oz Soft, white sub roll; approx. 7" in length. Proof-and-bake format. 18148 08790 Deluxe White Sub Roll Dough Deluxe French Sub Roll Dough 60 7.5 oz Soft, white sub roll; approx. 12" in length. Proof-and-bake format. 60 6 oz Light, crusty sub roll; approx.11" in length. Proof-and-bake format. 18155 French Sub Roll Dough 100 4.875 oz Light, crusty sub roll; approx. 9" in length. Proof-and-bake format. Wheat 08763 08803 Sub Roll Dough Made with Whole Grains Deluxe Wheat Sub Roll Dough 60 7.5 oz Soft 7.5-oz (approx. 12") sub roll made with white wheat and a touch of real honey. Contains 51% whole grains, meets claim of a good source of fiber and has no HFCS or trans fat. Proof-and-bake format. 60 6 oz Soft, wheat sub roll; approx. 11" in length. Proof-and-bake format. 14306 Wheat Sub Roll Dough 100 4.875 oz Soft, wheat sub roll; approx. 9" in length. Proof-and-bake format. 18147 Deluxe Wheat Sub Roll Dough 60 7.5 oz Soft, wheat sub roll; approx. 12" in length. Proof-and-bake format. 18181 Wheat Sub Roll Dough 60 7.5 oz Soft, wheat sub roll; approx. 12" in length. Proof-and-bake format. PAR-BAKED 74579 Wheat Hoagie Roll Dough 75 4 oz Soft, wheat hoagie roll dough; approx. 7.5" long. Proof-and-bake format. White 89228 White Footlong Sub Roll 42 7.5 oz Hearty white sub roll; approx. 12" in length. Par-baked format. 87799 French Sub Roll 72 3.5 oz Hearty white sub roll; approx. 7" in length. Par-baked format. 89690 Hoagie Roll 75 4 oz Hoagie roll with crusty exterior and soft interior textures; approx. 7.5" long. Parbaked format. Wheat 89676 Wheat Footlong Sub Roll 42 7.5 oz Wheat sub roll, approx. 12" in length. Par-baked format. 4
Target Segments and Key Message Colleges & Universities Sub and Pizza Shops B&I and Hospitals (Retail) C-Stores Key Messages: Rich s offers a wide selection of quality sub rolls in different formats, lengths and varieties. Rich s Sub Rolls are consistent over time and across regions. Rich s sales and culinary team can help you implement a successful sub program that will allow you to drive traffic. 5
Key Competitors in Sub Rolls Category The key competitors vary by product format: 1. Proof-and-Bake (Dough) Competitors: Pennant (Fresh Start Bakery / Aryzta) Baker Boy Wenner Gonella 2. Par-Baked Competitors: Signature Breads Alpha Baking Turano 3. Fully Baked Competitors: Local DSD companies (Costanzo s, etc.) Large regional or national DSD or frozen companies (Alpha Baking, Flowers, Bimbo, etc.) 6
Pricing Position vs. Competitors Rich s Sub Rolls are priced competitively in the marketplace: Rich Products 3-1-12 Pennant 3-14-11 Competitor price vs. RPC Pack Net Wt. (oz.) TL Price oz. Item Description Pack Net Wt. (oz.) TL Price oz. variance (per unit) variance (per oz.) Item Description Frz Dough Sandwich Long 03148 Sub Roll Dough 72 4 $23.37 $0.32 $0.08 8514602336 Hoagie JM 7.5" 90 4 $28.30 $0.31 $0.08 -$0.01 $0.00 Deluxe French Sub Frz Dough Submarine White 08790 Roll Dough 60 6 $26.04 $0.43 $0.07 8514603752 11.5" 72 5.5 $26.62 $0.37 $0.07 -$0.06 -$0.01 Frz Dough Sandwich Long 08803 Deluxe Wheat Sub 60 6 $27.90 $0.47 $0.08 8514603787 Wheat 11.25" 72 5.5 $27.32 $0.38 $0.07 -$0.09 -$0.01 Frz Dough Sandwich Long Sub 08790 Deluxe French Sub 60 6 $26.04 $0.43 $0.07 8514602339 White 11.0" 60 7 $26.72 $0.45 $0.06 $0.01 -$0.01 Frz Dough Sandwich Long Sub 08803 Deluxe Wheat Sub 60 6 $27.90 $0.47 $0.08 8514602340 Wheat 11.0" 60 7 $30.35 $0.51 $0.07 $0.04 -$0.01 Frz Dough Sandwich Long Sub 18148 Deluxe White Sub 60 7.5 $29.49 $0.49 $0.07 8514604969 White 12.5" 56 8 $25.92 $0.46 $0.06 -$0.03 -$0.01 Frz Dough Sandwich Long Sub 18147 Deluxe Wheat Sub 60 7.5 $31.34 $0.52 $0.07 8514603432 Wheat 12.5" 56 8 $31.13 $0.56 $0.07 $0.03 $0.00 03199 Hoagie Roll Dough 120 2.75 $24.88 $0.21 $0.08 8514603570 Sandwich Roll Hoagie White 6" 144 2.75 $30.02 $0.21 $0.08 $0.00 $0.00 08790 Description Rich Products 3-1-12 Baker Boy 10-7-11 Competitor price vs. RPC Pack Net Wt. (oz.) TL Price oz. Item Description Pack Net Wt. (oz.) TL Price oz. variance (per unit) variance (per oz.) Deluxe French Sub Roll Dough 60 6 $26.04 $0.43 $0.07 011351 Submarine Roll Dough 72 6 $46.75 $0.65 $0.11 $0.22 $0.04 08803 Deluxe Wheat Sub 60 6 $27.90 $0.47 $0.08 011352 Honey Wheat Submarine Dough 72 6 $49.55 $0.69 $0.11 $0.22 $0.03 Rich Products 3-1-12 Alpha 1-31-08* Competitor price vs. RPC Net Wt. (oz.) Item Description Pack TL Price oz. Item Description Pack TL Price oz. variance (per unit) variance (per oz.) 87799 7" French Sub Roll 72 3.5 $30.67 $0.43 $0.12 31710 7" Split Top Hoagie French Roll 45 3.6 $17.45 $0.39 $0.11 -$0.04 -$0.01 89690 Hoagie Roll 75 4 $38.25 $0.51 $0.13 31656 *Alpha Baking & Turano Price based off 2008 pricelist assumed 20% increase Net Wt. (oz.) 6.0" Hoagie +/- ½" Variance (Hinge Slice) 60 2.75 $19.15 $0.32 $0.12 -$0.19 -$0.01 7
Subs/Hoagies on the Menu QSR: 38% penetration -3.9 pt. from 2007 Median Price = $5.54 Midscale: 25.4% penetration -0.2 pt. from 2007 Median Price = $6.52 Casual: 25.4% penetration -1.6 pt. from 2007 Median Price = $7.16 Examples of featured Subs/Hoagies in each segment: Asian Chicken Toasted Sub Tender chicken breasts marinated in an Asian ginger sauce and toasted to perfection. Firecracker Fish Sandwich Two panko-breaded cod fillets, golden fried and topped with our spicy Boom Boom sauce. Served with crisp lettuce and tomato slices on a grilled hoagie roll with a side of potato zips and zesty pineapple coleslaw. Savory Ham, Bacon & BBQ Sandwich Grilled deli-sliced ham, moist Carolina pulled pork BBQ and applewood-smoked sliced bacon all together in a toasted hoagie roll with Carolina Gold BBQ sauce. Served with French fries and onion rings. Source: Datassential MenuTrends Database, 2011
RPC Sub Pricing vs. Operator Menu Pricing As a rule of thumb, most of RPC s sub roll dough ranges in price between $0.07 and 0.08 per oz. (TL). PC 18148 Deluxe Sub Dough 7.5 oz. (bakes to 12"): Is priced $0.49/roll into distribution. Operator cost after distributor markup (assume 20%) is $0.59/roll. Operators can appeal to value consumers by offering combo meals consisting of a 6" sub, side and drink. The dough format allows operators a lot of flexibility in their sub roll programs. Various sizes, shapes, and flavors all in one SKU. The options for customization are limitless. Allows operators to test new options and keep their menus fresh/on trend Suggested Menu Price: Retail from $5.54 to $7.75+ Based on both the length of sandwich and the segment *Source: Datassential MenuTrends 2011 9
How to Execute a Made-to-Order Sub Program 1. Helping the operator choose the right bread format: All Bread & Roll formats offer advantages and challenges; choose the one that works best in your operation and delivers on your menu concept: Proof-and-Bake Dough Advantages: Allows customization of the rolls by changing the length of the roll dough or adding different toppings to the thawed dough. Challenges: Requires a little more skill and preparation time, but large QSR chains have shown that it s not that hard! Par-Baked Advantages: Very quick and easy to prepare. Pull desired quantity from the freezer, pan and bake for a few minutes! Limitations: Customization is limited to cutting the rolls into different lengths. Proof-and-Bake sub roll tip: With just one sub roll dough, operators can easily offer a multitude of bread varieties for their consumers to choose from. They can sprinkle herbs, cheeses or cornmeal; the possibilities are endless. Help them create their own signature sub rolls by choosing toppings that fit with their overall menu themes! 10
How to Execute a Made-to-Order Sub Program 2. Helping the operator move the line quickly The biggest challenge in executing a fresh sub program is time. Have the consumers pick their options quickly so that they don t hold up the line and for the staff, assembling the subs in real time and getting everyone their food in a timely manner. This is especially important during the lunch period. Tips to move the line quickly: Prepare all the ingredients and materials ahead of time. Sub rolls are baked, cooled and sliced (first slice along the bun, leaving a hinge on one side, then slice in halves depending on desired portion size). Vegetables are washed, sliced and put in individual containers. Use signage to guide the consumers through the selection process. Clearly identify what options they have and display them in order of preparation (e.g., Step #1: choose white or wheat bread, Step #2: choose one of the following meats, etc.). Place one or more of these signs well before the preparation counter so that consumers can start thinking of their selection while they wait in line. In certain operations such as K-12 Schools, C&U or Hospitals (a-la-carte), consider offering consumers the option to buy a pre-made sub if they don t want to wait to get a custom-made one. Simply prepare a number of subs in a few of the most popular varieties ahead of time and clearly identify what s inside each of them. 11
How to Execute a Made-to-Order Sub Program 3. Ingredient options operators should offer: Bread: offer at least basic white and wheat options. Additional alternatives if using a dough format: bread sprinkled with Parmesan cheese, Italian herbs, cornmeal, oats, jalapeno peppers, etc. Protein: offer at least 3-4 options. Most popular sub meats are turkey and ham. Other alternatives to add variety include salami, roast beef, BBQ pulled pork, tuna salad, shrimp, meatballs, chicken breast / strip, pepperoni. Cheese: offer at least 2 options. Most popular sub cheeses are American and provolone. Other alternatives include Monterey Jack, Swiss, cheddar. Vegetables: offer at least 3-4 options. Most popular sub vegetables are shredded iceberg lettuce and tomato slices. Other options include cucumber slices, pickle slices, onions, black olives, bell pepper slices, jalapeno rings, spinach, avocado slices. Dressing and seasonings: offer at least 3 options. Most popular are mustard and mayo. Other alternatives include ranch or Caesar dressing, spicy chipotle sauce, honey mustard, olive oil, & vinegar. 12
How to Execute a Made-to-Order Sub Program 4. Other tips to help operators execute a successful fresh sub program: Subs should be assembled in this order: bread, meat, cheese, veggies, dressing/seasoning. Meat slices should be folded in half to create more thickness and increase the flavor of the meat in the sandwich. Vegetables should be layered in order of size, starting from the largest to the smallest. For example, lettuce leaves come first, then tomato slices, cucumber slices and olive slices. 13
How to Proof-and-Bake Rich s Sub Roll Dough 14
Accelerated Cooking Solutions: Footlong Sub White Footlong Sub Roll, Par-Baked Category: Sandwich Solutions Product code: 89228 Oven Cook Settings Merrychef E4 Oven temp: 500 F Cook time: 1:05 minutes Stage 1: time 1:05, air 100%, mic 75% Stage 2: add bun to basket time 0:20, air 100%, mic 20% Turbo Chef Tornado w/panini Stone Oven temp: 500 F IR temp: 700 F Cook time: 60 seconds plus 20 seconds Stage 1: Time 100%, air 70%, mic 90% Remove shrimp; execute separate toast setting bun for an additional 20 seconds Stage 2: Time 100%, fan 100% mic 15% Procedure Ingredients: ½ of the Footlong Sub (89228) cut, 4 oz. of Bakeable Popcorn Shrimp (80622), ½ cup of shredded lettuce, 2 oz. of Chipotle Remoulade Utensils: oven peel, mesh basket Prep: 1. Place shrimp in the basket and execute popcorn shrimp setting. 2. Butter inside of the sub bun and place in basket when prompted by the E4. For the Turbo Chef, remove the shrimp from the oven and toast the bun separately. 3. Remove the shrimp and bun from oven, place shrimp in the bun apply remoulade, top with shredded lettuce and serve. 15
How to Proof-and-Bake Rich s Sub Roll Dough Proof-and-Bake Troubleshooting Tips What if The dough won t proof? Proofing temperature was too high, or the dough was out of code or went through a thaw/refreeze period. The dough is too dense or too airy? The dough was improperly proofed, or it went through excessive oven heat, which has caused the outside to brown before the inside was done baking. The dough rolls are stuck together in the case? The dough went through a thaw/re-freeze period. To fix, let desired quantity thaw slightly. Separate pieces, then re-shape if needed, then proceed with normal proof-and-bake steps. 16
Bottom Line Subs are a menu staple, especially for Limited Service Restaurants, both commercial and non-commercial. Because of Subway s success, many FS operators are looking to use a dough format to offer a fresh-baked sub program to their customers. Rich s has a vast assortment of subs and hoagies to choose from, especially in the dough format. Rich s also offers proteins that work perfectly in a sub application. Unlike many of our competitors, we have culinary experts and tools to help operators execute successful sub programs. 17