Rich s Gluten-Free Sandwich Roll

Rich s Gluten-Free Sandwich Roll Training Guide May 2012

Gluten-Free Background What is gluten? Gluten is the protein in whole grains and traditional flours (wheat, rye, oats and barley). The gluten in flour gives kneaded dough its elasticity, allowing leavening and contributing chewiness to baked goods. Gluten is found in most baked goods, desserts, breads, pasta, pizza, snack foods and malt/barley-based beverages (various alcohols). Gluten is found in many sandwich components, including many processed meats and sauces used to top menu items. Who is the gluten-free consumer? Those who are on special diets for: Celiac Disease Wheat allergies or intolerances Autism (both gluten and casein free) Free-from diets

What is Celiac Disease? Celiac Disease What is it? An auto immune response to eating certain types of grain protein called gluten. The gluten, over time, damages or destroys the lining of the small intestine, making it difficult for nutrients to be absorbed into the bloodstream. Effects May result in chronic and life-threatening disorders such as severe malnutrition and an increase in risk for other diseases, including lymphoma and osteoporosis. Statistics 1 in 133 people (3 million Americans) have Celiac Disease. Of these, only 5 percent have been diagnosed*. Celiac Disease is one of the most under diagnosed hereditary autoimmune conditions in the US. It is as common a hereditary condition as high cholesterol**. Gluten sensitivity potentially affects more than 1 out of every 20 people. Treatment: Celiac Disease is a unique disorder given that the only medical treatment is a gluten-free diet. *National Foundation for Celiac Awareness ** Dr. Peter Green: Celiac Disease A Hidden Epidemic, 2006

Why Gluten-Free? Gluten-Free on the Menu Gluten-free products are a growing demand in FS 1. Menu Driver: Food allergies are strong drivers of consumer-buying behavior. Consumers with any type of gluten intolerance are limited in restaurant selection. 2. Gluten-Free Market: Packaged Facts forecasted gluten-free food sales would grow to $2.6 billion in retail sales by 2012. It recently increased these forecasts, stating that the market would reach $5.5 billion by 2015. 3. Menu Occurrences: The number of U.S. restaurants with gluten-free menus rose 41 percent in 2011. Penetration grew 140 percent over the past 4 years*. 4. Price Premium: Consumers on a gluten-free diet recognize that gluten-free products require manufacturing under very strict guidelines and are therefore more costly to product. As a result, operators are able to charge a premium. Subway charges a $1.00 upcharge from a 6 sub (25 percent more expensive than traditional roll). Red Robin charges a $0.59 upcharge for its gluten-free Bun (6 percent more expensive than a traditional roll). *Source: Datassential MenuTrends Direct Database, 2011 4

Rich s Gluten-Free Sandwich Roll Product Code: 09790 Product Description: Gluten-free Sandwich Roll, Sliced Individually Wrapped Pack Size: 48 rolls per case (individually wrapped) Dimension: 3 Diameter, 2.25 Height Unit Size: 3 oz. Shelf Life: 5 days ambient 7 days refrigerated 270 days frozen

Why Rich s Gluten-Free? Rich s has a dedicated gluten-free manufacturing area at the plant in Eagan, MN (French Meadow Bakery). The state-of-the art plant is USDA-Certified Organic, QAI-Certified Organic, Certified Gluten-Free by GFCO, and Certified Low Glycemic for Diabetics by the Glycemic Research Institute. The products and plant routinely tested by an independent lab (FAARP). Why this new Rich s GF sandwich roll? Pre-sliced for convenience. Wrapped and sealed individually to minimize exposure to gluten and mitigate risk of cross-contamination. 91 Percent of consumers thought that Rich s gluten-free roll was BETTER than any other gluten-free roll they have tried.* *Sensory Test in Dallas, TX with 74 consumers

Target & Key Message First Target: Operators who don t menu gluten-free Rolls today but have a focus on sandwiches. Typical segments they operate in: - Cafés/Sandwich Shops - Casual Dining -C&U -B&I Key Messages: Demand for gluten-free products is growing in FS. Migrating from a nice-tohave to a must-have menu item. 1 in 133 people (3 million Americans) have Celiac Disease*. Gluten sensitivity potentially affects more than 1 out of every 20 people. Only treatment for Celiac Disease is a gluten-free diet. Gluten-free menu occurrences increased 41 percent in 2011. Consumers want options/variety for their sandwiches. Gluten-free sandwiches can be priced at premium over regular sandwiches. The Gluten-Free Resource Education Awareness Training Program makes glutenfree accreditation and training easy for operators. By menuing Gluten-free options, operators will attract not only consumers on a Gluten-free diet but all of their friends and family dining out with them. *(National Foundation for Celiac Awareness) 7

Target & Key Message Second Target: Operators who already menu gluten-free Rolls but from a competitor. Key Messages: Rich s gluten-free Rolls are great tasting products with the added benefits of convenience and consistency. Rich s gluten-free rolls are baked in a dedicated gluten-free facility. All products are certified gluten-free and carry the recognizable glutenfree Certification Organization (GFCO) GF Symbol. Added benefits: Pre-sliced for added convenience. Each roll is individually wrapped to minimize exposure to gluten, adding convenience and mitigating risk of cross-contamination during handling. Udi s has a comparable gluten free roll (individually wrapped and pre-sliced). When cutting against this product, mention that in a recent sensory test 91 percent of consumers thought that Rich s gluten-free roll was better than any other gluten-free roll they have tried. 8

Competition Schar, Kinnikinnick and Udi s are the leading national competitors in the retail division for gluten-free bread and rolls. However, Schar and Kinnikinnick are not major players in foodservice. Aside from small, local DSD companies, Rich s largest competitor in foodservice is Udi s. Udi s has a 4 Classic Hamburger Bun that is individually wrapped. Udi s is Red Robin s supplier for the gluten-free roll on the West coast (Rich s is the East coast supplier). They have a different formula, resulting in a different taste/texture. Mfgr PC Description Case Count Individually Wrapped Price per Case (TL) Price per Ounce Price per Roll Rich s 09790 Gluten-free Sandwich Roll 48/3 oz. Yes $38.02 $0.26/oz. $0.79/roll Udi s Udi s Gluten-free Classic Hamburger Bun (FS)* Gluten-free Classic Hamburger Bun (Retail) 24/3.2 oz. Yes $19.44 $0.253/oz. $0.81/roll 4/3.0 oz. No $4.50 $0.38oz. $1.13/roll Kinnikinnick Gluten-free Soft Hamburger Buns (Retail) 4/2.5 oz. No $4.59 $0.46/oz. $1.15/roll Schar Gluten-free Classic White Roll (Retail) *RPC sales estimated $0.05 more expensive per roll 4/2.65 oz No $5.99 $0.57/oz. $1.50/roll 9

Gluten-Free Food Preparation Three Core Principles of Gluten-Free Food Preparation: 1. Prevention of food safety hazards vs. corrective actions after problem has occurred. 2. Prevention of food contamination must encompass all aspects of procurement, processing and delivery of gluten-free foods. 3. Preparer hygiene, and production and sanitation practices play a critical role in minimizing the contamination of gluten-free foods. Accreditation and Training Training is available and can help establish credibility in providing safe glutenfree foods. Work with foodservice establishments to provide high level of customer confidence and management strategy. Offers systematic approach to using gluten-free ingredients and preventing cross-contamination. Source: Certified Gluten-Free: Excellence in Training and Management (For Safe Gluten-Free Food Service Production)

Important Considerations Storage: Store gluten-free items in a separate area. Store ingredients in clearly marked, separate airtight containers. Cover and label items in a refrigerator or freezer legibly. Separate items in walk-in refrigerators to reduce chance of crosscontamination. Preparation Area: Use clean cutting board and prep area for gluten-free foods. Change gloves before preparing gluten-free items. Use separate utensils for gluten-free ingredients keep with ingredient. Consider a separate area for prepping gluten-free foods. Consider putting all gluten-containing items in one location or at the end of an assembly line. Due to legal restrictions, DO NOT develop specific BOH action plans for operators. Instead, provide guidelines above and connect them directly with industry experts.

Industry Program for Training: GREAT Kitchen Gluten-Free Resource Education Awareness Training Program NFCA Program Website: http://www.celiaccentral.org/education/great-food-service/great- Kitchens/234/ Online training takes approx. 1 to 1 ½ hours to complete. Upon completion, participant will receive: Manual for safe practices DVD (7-minute overview how to mitigate cross-contamination) CD-ROM with printable posters for operators kitchens (preparation protocols) Listing on NFCA website Listing in directory for completing the training (kind of like a GF Yellow Pages) Onsite training takes it to another level, as the trainer will walk through the establishment and point out problem areas and recommend ideal location for GF prep area, etc. To maximize the training, it is recommended for one or two lead people in an organization to go through the training and take what they learned to others in the organization. GREAT Foodservice has trained multi unit operators. Use RPC coupon code RiCH1205gF to receive 25 percent program cost. Contact: Beckee Moreland Director of GREAT Foodservice, National Foundation for Celiac Awareness 215-325-1306 Ext.105 beckee@celiaccentral.org

Industry Program for Training: GIG Gluten-Free Foodservice Accreditation GIG Program Website: http://www.gffoodservice.org/ Description: Designed to work with foodservice establishments that want to serve gluten-free consumers. The program utilizes training and management strategies to provide a high level of consumer confidence. Establishes best practices for gluten-free food production and service Why Accredit? Gluten-intolerant consumers fear dining out and want assurance that food establishments of all types understand not only the issues related to gluten-free food production but also meet those requirements that will keep them safe when dining away from home. The Gluten-Free Food Service Management and Training Accreditation provide consumers that assurance, from a well-respected organization with an established successful history in food industry programs. Contact: Gluten-Free Food Service Accreditation Program 31214-124 Ave SE Auburn, WA 98092-3667 Phone: 253-218-2956 Fax: 253-833-6675 E-mail: admin@gffoodservice.org

Accelerated Cooking Solutions: GF Sandwich Roll Gluten-Free Sandwich Roll Category: Sandwich Solutions Product code: 09790 Product Description: GF Sandwich Roll, presliced, IW (3 oz) Oven Cook Settings Merrychef E4 Oven temp: 500 F Cook time: 1:35 Minutes Stage 1: time 1:00, air 50%, mic 100% Stage 2: time 0:15, air 50%, mic 60% Stage 3: 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: 70 Seconds plus 20 seconds Stage 1: Time % 100, air 50%, mic 90% Remove Bar-B-Q pork execute separate toast setting for bun additional 20 seconds Stage 1: time 100%, fan 100% mic 15% Procedure Ingredients: 1 Fully sliced roll, 5 oz. Pulled Pork Bar-B-Q traditional (09750), 1/3 cup Chipotle Apple Sweet Pepper Slaw Utensils: Oven peel, solid Teflon basket Other: Parchment Paper (to protect GF roll from gluten crosscontamination Prep: 1. Place Bar-B-Q Pork on parchment paper in the basket and execute Pulled Pork Sandwich setting. 2. Butter inside of the bun and place in paper-lined basket when prompted by the E4. For the Turbo Chef remove the Bar-B-Q from the basket and toast the bun separately. 3. Remove the BBQ and bun from oven, place Bar-B-Q in the bun and top with the slaw. 14

Sales Objections It s too expensive! It s not about the cost of the product; it s about the potential menu price. Gluten-free sandwiches can be priced at a premium over regular sandwiches. The reason why the gluten-free roll is more expensive is because the ingredients and labor of this product are much higher compared to traditional sandwich rolls. This is also very typical of our competitors. Schar, a retail manufacturer, charges $5.99 for a pack of four sandwich rolls (2.65 ounces per roll). By menuing Gluten-free options, operations will attract not only consumers on a Gluten-free diet but all of their friends and family dining out with them. Gluten-free sandwiches take too long to make due to separate handling requirements. A gluten-free diet is a medical necessity for those suffering from Celiac Disease and other gluten intolerances. Demand for gluten-free options are increasing and gluten-free sandwich options can fetch a higher menu price. The operator is leaving money on the table by not offering them. 15

Sales Objections Why is training necessary? Gluten can be hidden in some surprising places, such as soy sauce, spice blends, soup bases and condiments. Toxic particles (flour dust, etc.) can hide in aprons, or countertops and may be airborne for up to two days. Gluten-free customers rely on knowledge and experience of operator staff as they make their dining decisions. They depend on the operator team to follow best-practice protocols that require proper training. Safe gluten-free food preparation is essential for a positive dining experience. It s too complicated. It doesn t have to be! NFCA has developed GREAT Kitchens, a proven online training program for foodservice businesses. Take advantage of a loyal and growing customer base by gaining awareness of gluten-free needs, bringing in proper supplies and using cross-contamination caution. Use RPC coupon code RiCH1205gF to receive 25 percent program cost. 16

Sales Objections How do I make my kitchen gluten-free? If a customer asks for recommendations on how to handle gluten free in back of the house operations, connect them with the industry experts and do not develop action plans for them. GREAT KITCHEN: Beckee Moreland, Director of GREAT Foodservice, National Foundation for Celiac Awareness (Slide 12) Gluten-Free Food Service Accreditation Program (Slide 13) Why does the roll seem dry and crumbly? A dry/crumbly texture is more common in gluten-free bread than gluten bread. Gluten helps to keep a roll s structure together, so when you remove the gluten, the product is typically dryer with a more crumbly texture. However, the Rich s formula for this roll is at par or above our competitors in this area. 17

Bottom Line Celiac Disease is a unique disorder given that the only medical treatment is a gluten-free diet. Gluten-free sandwiches can be priced at a premium on the menu. Rich s Gluten-free Sandwich Roll Is Certified Gluten-Free by GFCO Is fully baked and pre-sliced - easy to use Is individually wrapped to minimize exposure to gluten, adding convenience and mitigating risk of cross-contamination Has a better taste and texture than our competitors Connect operators with NFCA and the GREAT Kitchens program for an accredited and proven online foodservice training program. 18