Rich s Panini Breads Training Guide May 2012
Why Paninis? Panini on the Menu Paninis are an invaluable menu item in several ways: 1. Panini breads had a menu penetration of 10.4 percent in 2011.* 2. Consumers perceive paninis to be especially high in quality. ** 3. Because of this, operators menuing paninis have been able to capture up to a 30 percent premium over traditional sandwiches.** Paninis are incredibly flexible and offer endless menu possibilities: Perfectly suited for any combinations of fillings Ideal for savory or sweet applications Can be served at breakfast, lunch and dinner Turkey Bruschetta Panini Prosciutto and Mozzarella Panini Chocolate Strawberry Panini French Toast Panini *Source: Datassential MenuTrends Direct Database, 2011 **Source: Technomic Sandwich Report, 2010 2
Rich s Panini Bread Product Codes New Case Size: Rich s will be replacing three existing panini bread SKUs. The Roasted Garlic, Marble Rye, and Multigrain Sunflower Panini Breads are now sold 6 loaves to a case. The previous 10 loaf codes for these 3 items have been discontinued and are no longer available. The Italian Panini Bread SKU will remain 10 loaves per case. Panini Bread Line: PC 00311 Multigrain Sunflower Panini Bread (NEW! 6-Pack) Description: Made with a blend of wheat flour, flax seeds, oat flakes, rolled oats and sesame and sunflower seeds Replaces PC 00819 PC 00312 Roasted Garlic Panini Bread (NEW! 6-Pack) Description: White bread with added flavor and the aroma of real roasted garlic chunks Replaces PC 04763 PC 00322 Marble Rye Panini Bread (NEW! 6-Pack) Description: A combination of dark and white rye with subtle hints of caraway Replaces PC 04764 PC 84354 Italian Panini Bread (10-Pack) Description: Traditional white our most popular variety of panini 3
Rich s Panini Bread Product Codes Why 6 Pack Codes?: Four fewer loaves result in a lower case cube. The case cube will shrink from 2.07 ft³ to 1.50 ft³. Key Benefits: The 6-pack case has a smaller footprint. Result Takes up less room in the operator s freezer Operators will use cases up at a faster rate (increasing case turnover). This is helpful for those operators who do not have freezers and store the product ambient. Result Eases operators concern of spoilage Apart from the case pack change, there are no other changes to the products. The formula remains the same. Basic Product Facts: - Fully baked format - Loaves are pre-sliced - 16 usable slices per loaf (19 usable slices for the Marble Rye Panini Bread code) - Shelf life: 365 days frozen - Kosher parve 4
Features and Benefits PRODUCT FEATURES Fully baked and pre-sliced ASSOCIATED BENEFITS Convenient, easy to use Baked in a frame 7 -wide slices 5/8 -thick slices (1/2 for the Marble Rye Panini bread) Made with a fermented starter dough and provided with long resting time Consistent shape and size = lower waste Generous serving as a whole or cut in half Grills to a crunch while keeping soft interior that is easy to chew It tastes GOOD! 5
Targets and Key Messages First Target: Operators who already buy one of Rich s Panini Breads. Key Messages: New 6-Pack cases (Marble Rye, Multigrain Sunflower and Garlic) take up less freezer space. Rich s Multigrain Sunflower Panini Bread meets consumers growing demand for healthier breads. The rich blend of flax seeds, oat flakes, rolled oats and sesame and sunflower seeds conveys wholesomeness in appearance, texture and taste. Consumers want options for their sandwiches. Offering more than one variety of bread is a smart thing for operators to do. 6
Targets and Key Messages Second Target: Operators who already menu panini but from a competitor. Key Messages: Rich s panini breads are true artisan breads with the added benefits of convenience and consistency. If using an artisan panini today (e.g., La Brea or other small local bakeries): Point of similarity: Our panini breads are made using a traditional method: We begin with a 12-hour biga starter, we let our dough rest for a long period of time and we handcraft it into shape. This provides authentic artisan flavor and texture. Added benefits: Pre-sliced (vs. unsliced loaf) Baked in frame, which means that the size and shape of the slices remain virtually the same from one end of the loaf to the other. No waste. Also grills to a crunch but stays soft inside and is easy to chew (vs. a panini roll) 7
Target and Key Message Second Target: Operators who already menu panini but from a competitor. Key Messages: Rich s panini breads are true artisan breads with the added benefits of convenience and consistency. If using a commercial type panini today (e.g., Maple Leaf, etc.): Point of similarity: Rich s panini breads are fully baked and pre-sliced. Added benefits: The artisanal production method we use (starter dough, resting time) ensures superior taste and authentic texture. With a 5/8 -slice thickness, our paninis grill to a crunch, develop appealing grill marks and remain soft inside and easy to chew. The 7 -wide slices offer the option of serving as a whole or cutting in half for a generous combo portion. Our paninis hold fillings well and don t tear. 8
Targets and Key Messages Third Target: Operators who don t menu paninis today but have a focus on sandwiches. Typical segments they operate in: - Cafes/Sandwich Shops - Casual Dining -C&U -B&I Key Messages: Panini sandwiches can be priced at a 30 percent premium over regular sandwiches. Panini sandwiches can be made without a panini press. Simply use a skillet and place a heavy pan on top to press. Rich s panini breads are true artisan breads with the added benefits of convenience and consistency. Rich s panini breads are unlike any others; their unique 7 -wide slices can make generous full or half sandwiches, and their size is consistent from end to end which reduces waste. 9
Pricing Rich s panini breads are priced competitively in the marketplace: Mfgr PC Description Case Count Useable Slices Slice Dimensions Price per Case (TL) Price per Ounce Rich s 00311 Multigrain Sunflower 6/35.3oz 16 7 w by 5/8 $29.53 $0.14/oz 00312 Roasted Garlic 6/35.3oz 16 7 w by 5/8 $25.44 $0.12/oz 00322 Marble Rye 6/35.3oz 19 7 w by ½ $28.33 $0.13/oz 84354 Italian White 10/37.5oz 16 7 w by 5/8 $45.08 $0.12/oz La Brea Antipasto Italian Loaf 12/10.5oz Unsliced $15.72 $0.125/oz La Brea Regular Loaves (Sour, Garlic, Wheat, Cheese, etc) Cs count varies (most 12/16oz) Unsliced Avg. $28.43 $0.15/oz. Alpha White Panini 6/48oz. 27 ½ Thickness $25.65 $0.09/oz. Turano Sliced Panini (golden, rustic, marble, 7 grains, etc.) 6-12/48 oz $0.12-0.15/oz Mapleleaf Sliced Panini - sourdough 10/29oz $0.18/oz 10
Pricing Operator cost for Italian White Panini Bread: $0.68 for 2 slices (assuming 20 percent MU on Truck Load price, 16 usable slices/loaf) Suggested Menu Price: $6.85 10.45 based on segment* QSR: 9.0% menu penetration Median Price = $6.85 Casual: 11.0% menu penetration Median Price = $8.96 Midscale: 10.5% menu penetration Median Price = $8.16 Fine Dining: 14.5% menu penetration Median Price = $10.45 Examples of Panini Menu Prices*: Operator Date Menu Item Price Bravo! Cucina Italiana April 11 Breakfast Panini Rosemary Ham, Fontina, Marinated Tomatoes, Fried Eggs. Served with Fresh Fruits Olive Garden June 11 Grilled Chicken Florentine. Served with Salad & Breadsticks $8.99 $8.95 Atlanta Bread April 12 Chargrilled Chicken Pesto Panini $6.99 Panera Bread April 12 Cuban Chicken Panini $7.79 *Source: Datassential MenuTrends 2011 11
Rich s Panini Breads vs. Competitors Rich s panini breads offer the best of both worlds: the authentic qualities of Artisan combined with the convenience of commercial breads. Artisan competitors Disadvantages Advantages Commercial competitors Advantages Disadvantages Uneven loaf or rolls = waste Unsliced loaf = extra labor and inconsistency Roll format = a lot of hard crust to chew through Superior taste Crunchy exterior Holds fillings well /doesn t tear Convenient/ ready to use Consistent size and shape Easy to chew No authentic/ fermented flavor Texture doesn t hold up to grilling 12
Sales Objections It s too expensive! It s not about the cost of the product; it s about the potential menu price: Panini sandwiches can be priced at a 30 percent premium over regular sandwiches. Regular bread is 3.5 x 4 and Rich s Panini Bread is 3.5 x 7 offering a larger serving size (which fills up the plate and translates as value to the consumer) Other panini breads (loaves) typically have tapered ends which means that the operator must throw out a couple of slices on both ends in order to offer full size sandwiches to the consumers. Rich s Panini Breads consistently have 16 usable slices, reducing waste and costs. I don t have a panini press. Panini presses are ideal but not necessary. Preheat a skillet with butter or oil to medium low. Add the sandwich and press a heavy pan on top to weigh it down. Cook until golden and crisp. 13
Sales Objections The Multigrain Sunflower Bread variety tears a little more easily than the Italian (or other white varieties) I use today. We chose to slice it to 5/8 to give more strength to the crumb. That being said, the large amount of seeds featured in the product, which are visible throughout the crumb, somewhat reduces the integrity of the crumb, making it more susceptible to tear. The answer: Go easy on the fillings! This bread is already loaded with flavor and texture; no need to over do it on the fillings. This is the perfect opportunity to scale down the protein, vegetables and cheese and keep costs down! Other tips: Ensure the panini press is clean and well-sprayed (if needed); this will ensure the bread doesn t stick to the press and remains intact. I already have a panini bread (from Rich s or others), I don t need another one. Today s consumers expect to have options to choose from, including the type of bread for their sandwiches. White/Italian is expected, and multigrain is quickly becoming a must-have as an increasing portion of the population is looking for healthier options. In fact, many consumers who choose to order a sandwich over other types of entrées do so because they perceive them to be healthier. In that regard, offering a multigrain variety is a must. 14
Sales Objections Panini sandwiches take too long to cook, my customers won t wait. Hot sandwiches are in demand and can fetch a higher menu price. The operator is leaving money on the table by not offering them. Suggest the operator offers the panini sandwiches only as a special of the day or of the week. Prepare a number of sandwiches ahead of time, store in refrigerated case. Preheat panini press so that it s hot and ready to go. Pull pre-assembled sandwich as needed, spray press (if needed) and grill until exterior is golden in color, approximately 3-4 minutes. I don t mind waiting a little while for a sandwich that is toasted or grilled at a sub shop, deli or other fast-food establishment. 44% 59% I prefer my sandwiches toasted or grilled. 36% 51% 2011 2010 *Source: Datassential MenuTrends 2011 15
Simple Steps to a Successful Cutting 1. Order a case of Rich s Panini Breads (Italian PC 84354, Garlic PC 00312, Marble Rye PC 00322 and Multigrain Sunflower PC 00311) and have available for sampling. Depending on what the customer is already buying, consider bringing a sample of Rich s other panini breads. Remember, consumers expect bread options when ordering a sandwich. 2. If the account is already serving paninis but from a competitor: 1. Cut them side by side with our panini. 2. Use slide #12 to point out the benefits of our paninis vs. the competitor s. 3. Preheat the panini press. 4. Use one of the operator s recipes to show how Rich s panini bread works with any filling. 5. Proceed with step 3e below. 3. If the account is already serving paninis from Rich s: a. Show the other panini varieties. b. Preheat the panini press. c. Use one of the operator s existing recipes or simply follow this order: bread, cheese, protein, veggies, cheese, bread. Stacking the cheese next to the bread binds the sandwich together. d. Point out how the panini bread is already packed with flavor and texture so you don t need as much filling (which are expensive) to create a satisfying eating experience. e. Spray the panini press. (ask the operator if this model needs it, some don t) 16
Simple Steps to a Successful Cutting f. Place the sandwich on the press and close/press down. Leave until exterior is golden in color and the fillings are warm/cheese is melted (approximately 3-4 minutes). g. Remove from the press and place on cutting board. h. Cut into halves or thirds, pointing out how the bread makes large serving portions. i. Visual observations: Point at the nice grill marks; these are due to the thickness of the slices. Point to the solidity of the bread; it doesn t tear up like others do. j. Tasting observations: Point to the nice crispy exterior, you can hear and feel the crunch! Point to the soft interior, easy to chew. k. Have Panini Breads Operator Brochure available. l. Throughout cutting, refer to uniqueness of Rich s Panini Breads: true artisan bread that is convenient and consistent from end to end. Four varieties to offer consumers. 17
Simple Steps to a Successful Cutting 4. If the account doesn t serve paninis today: a. Bring up the points from slide # 2; paninis are growing in popularity; they are perceived by consumers to be high quality and can command up to a 30 percent premium on the menu. Paninis are very flexible, they can be made into savory or sweet dishes and be served from breakfast to dinner, including desserts. b. Mention that panini presses are not necessary to make panini sandwiches and demonstrate how: Preheat a skillet with butter or oil to medium low. Prepare the sandwich following the steps in #3 above. Put the sandwich on the skillet and press a heavy pan on top to weigh it down. Cook until exterior is golden and crisp. (approximately 3 minutes per side). c. Follow other steps in #3 above. 18
Accelerated Cooking Solutions: Panini Italian Panini Loaf-sliced Category: Sandwich Solutions Product code: 84354 Oven Cook Settings Merrychef E4 Oven temp: 500 F Cook time: 55 seconds Stage 1: time 50 sec, air 100%, mic 100% Turbo Chef Tornado w/panini Stone Oven temp: 500 F IR temp: 700 F Cook time: 40 seconds Stage 1: Time 100%, air 70%, mic 100% Procedure Ingredients: 2 slices Rich s Italian Panini bread (84354), BBQ mayonnaise, ¼ cup of roasted pepper strips, 2 slices of provolone cheese, 5-oz. package of Double Rub Bar-B-Q Pork (09904). Utensils: oven peel, Panini rack if one is available Prep: 1. Butter one side of both slices of Italian Panini Bread. 2. Spread the Bar-B-Q mayo on the top side of the bread, put both slices of cheese on one slice, then add the pepper strips. 3. On the other slice, break up the Double-Rub Bar-B-Q Pork and place evenly over the bread. 4. Place the sandwich open faced in the oven, directly on the rack or stone. Push appropriate button and remove when timer sounds. 19
Bottom Line Paninis can be priced at a premium on the menu. Rich s Panini Bread Is a true Artisan bread, loaded with flavor and texture Is fully baked and pre-sliced easy to use Slices are extra wide flexible to offer as a full or half sandwich (combo) Loaf is consistent from end to end no waste NEW 6-pack case size to reduce footprint in freezer Now available in 4 varieties to meet every consumer s taste! 20