2009 Tyson Foods, Inc. All trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries Think you know me? What your customers want Andria Henry Barbara Jirka K12Marketing@Tyson.com
Overview Attract the elusive teen into your cafeteria with lunch options that create excitement. Increase ADP and revenue by capturing teen customers who leave campus to spend $5 for lunch. Learn how you can affordably offer quality, on trend foods teens want in an atmosphere that meets their needs to socialize.
The Elusive Teen
K-12 Segmentation KIDS- Ages 5-8 TWEENS- Ages 9-12 TEENS- Ages 13-18 Mindset Lives revolve around play Preferences Milder flavors Portable, dipable finger foods Unique shapes and colors Food that entertains Mindset Moved beyond child-like playfulness to more adult-like humor and interests Preferences Love spices and ethnic foods Also like standard favorites like burgers and tacos Love variety Mindset Discovering their way in the world through new adventures Preferences More sophisticated palate than kids and tweens Ethnic cuisines Healthier adultsized portions
Personal Care Kids Personal Care Tweens Personal Care Teens Personal Care 5
Kids Underwear Tweens Underwear Teens Underwear 6
Kids Cool Lunch Tweens Cool Lunch Teens Cool Lunch 7
Emotional Development Kids vs. Tweens vs. Teens You have to do it this way vs. Can t I do it another way? vs. I figured it out my way 8
Where are they going???
Teens love fast food Percentage of Teens that visit fast food/drive-in restaurants: 2003 94% 2005 96% 2007 92% Base for each year: 2,000+ teens aged 12-17 Source: Mintel/Simmons NCS In 2007 some 85% of adults reported eating fast food while 96% of children and 92% of teens reported visits which suggests that there are meal occasions where parents are bringing the kids, but not eating themselves. Source: Mintel Oxygen Reports: Quick Service Restaurants June 2008
McDonald s rules 1. McDonald s 2. Wendy s 3. Burger King 4. Subway 5. Taco Bell 6. KFC 7. Arby s 8. Sonic Drive-In 9. Jack in the Box 10.Dairy Queen Burgers top the list of most popular menu items at a QSR, but are slipping slightly as Chicken and Sandwiches become more popular. Source: Mintel Oxygen Reports: Quick Service Restaurants May 2007
Top QSR Segments Burger restaurants are increasingly diversifying their portfolios and adding the likes of chicken and breakfast gourmet coffee, snacks, and the double cheeseburger have kept the factions warring. The chicken segment has been facing strong competition as other segments add a wider array of chicken to their menus. While value menu items are scarce, this segment has a corner on the family meal market. The sandwich segment has a positioning as a healthier alternative to burgers. The magic number seems to be $5, and $5 specials are a cornerstone of promotional efforts. Positioning against the burger and chicken chains is foremost. Taco Bell is leading the segment to success with a wide range of trendy initiatives, while Del Taco is expanding rapidly. Value menus are evident across the segment. We see efforts to angle as an alternative to burger restaurants, and a healthier alternative. Source: Mintel Oxygen Reports
Why are they leaving???
We ve done our homework Assignment: Identify Needs of Kids, Tweens, Teens Lunchroom Tours Dine-along to capture attitudes & behaviors Just Kids, Inc In-School Kid Groups Collage to capture perceptions Cafeteria/ Food Service Interviews Interviews determine behaviors
Cafeteria Food?! No Way! What we heard Cafeteria food is NOT: Real Fresh Tasty Made my way The lines are too long! Lunch is primarily time with friends, and secondarily time to eat.
Lunch is My Time Students want to socialize with friends and celebrate their time Happy (Half) Hour Chillax Grab & Go Gab Customize Taste & Control Variety Brands Get Real Fresh Food & Environment
Our Research Created Kids/Teens Brands, Concepts & Marketing Tactics
Brand Optimization Study
Teen Validated Grill Brand Logos & Products Brand Optimization Study Teen On-line panel >600 teens Affinova Research Group
Teen Validated: On-line Brand Optimization Brand Optimization Research conducted by Affinova
Kids Brand Pilot Test Nationwide, Multi-Site Pilot Test Objective To revolutionize the kid in-school eating experience. Strategy Attract students who currently do not eat school lunch to drive participation. Tested Premium Products, Packaging, Signage & Promotions Tested branded colorful upscale packaging, large, colorful branded posters, discount coupons. Chicken Caesar salad sells out every day-the only thing different is the packaging
Promotions Coupons Letter to Parents, Principals Posters My Space Page Grab N Go Games Menu/Folder
Pilot Test Results Students will pay more for premium products. Visuals will attract students. 75% of the increase in sales is based on presentation.
What can you do???
School Cafeteria QSR? Nearly six in ten teenagers would rather eat at a restaurant than at home. Technomic 2008 To maintain customers (& revenue) it s important for schools to offer age appropriate menus to meet the needs and preferences of Kids, Tweens & Teens. Tweens & teens are more likely to choose a brand they know and trust over generic, non-branded products when making food decisions. Schools must offer value, convenience, fun and healthy food. Copy the trends popular restaurants are using to attract your students
Update Your Menu Students are willing to pay for upscale foods. Cover the costs of premium packaging and ingredients by increasing your prices. Offering basic as well as exciting or offbeat choices that ignite Imaginations is a recipe for consumer traffic. Kids Food. Culinary Trend Mapping Report.. v. 5 no. 3, 2008 Most restaurants give teens more options for when they are feeling adventurous or in the mood for something different. Expanding the menu encourages frequent returns because students have the option to get something new instead of the same old thing.
Surprise your students with food that says Fresh I want to know that it was made today, not last week. Customizable/Made in Front of You Fresh, Colorful, Upscale Ingredients Portable I can eat it fast while I talk to my friends. Grab & Go Packaging Up-foods Authentic I want real food, not cafeteria food. Ethnic Flavors- Italian, Mexican and Chinese Brands and Packaging Value It s worth an extra dollar or two to go off campus because I can t get that quality or quantity of food at school. Mix and Match components for variety and value Affordable Luxury Bigger Portions at a low cost
Fresh Quality, upscale, on-trend products at a premium price Prepared in front of you Branded, prepackaged items Tuscan Chicken Salad Lightly breaded, Italian chicken filet served hot and fresh with a cool and crisp Tuscan salad of chopped lettuce, diced vegetables, black olives, shredded Mozzarella cheese and a marinated tomato bruschetta topping accompanied by your choice of classic Italian dressings. Tyson Product: Tyson Italian Filets: 13117-928 Build: 1 ea. Italian Filet (cut in 4 slices) Salad Base: 5 oz. Chopped Lettuce Blend 2 oz. Additional Vegetable Components ½ - 1 oz. Black Olives 1 oz. Shredded Mozzarella Cheese 1 ½oz. Tomato Bruschetta Topping 1 ea. Individually Packed Italian Dressing
Grab & Go Applications that are hand-held, up foods easy to walk around the cafeteria with to talk to friends. Side-Car Dippin Chicken Sliders Savory breaded chicken and cheese sliders served with your choice of a new side-car dippin sauce: Pico Ranch Spicy Honey Mustard Zesty Salsa Tyson Product: Chicken Round-Ups Ring Shaped Nuggets: 3766-928 or 14904-328 Build: 1 ea. Mini Roll Crown ¼ - ½ slice American Cheese (white) 1 ea. Chicken Round-Ups Nugget 1 ea. Mini Roll Heel
Authentic Foods prepared with an authentic flavor and appearance, without the cafeteria prepared look and feel Low Rider Toasted Meatball Sub Savory, pizza stuffed meatballs, zesty marinara and lots of Mozzarella cheese all layered on a chop-top baguette and freshly toasted to order. Tyson Product: Tyson Mini Snackers Pizza Stuffed Meatball Bites: 12644-928 Build: 1 ea. Chop Top Baguette (4 in.) 3 ea. Pizza Stuffed Meatball Bites 1 oz. Marinara ½ oz. Shredded Mozzarella Cheese
Value High quality and/or bulk quantity at a low price Perceived value is greater or equal to price Too Hard To Handle Philly Burger Bacon and cheese spiked grill-burgers stacked and layered with savory shaved steak, grilled peppers and onions and melted cheese--served on a fresh bakery roll. Tyson Product: Tyson Bacon Cheeseburger: 12974-1255 Tyson Shaved Steak Beef: 15298-928 Build: 1 ea. Bakery Roll Crown 1 ea. American Cheese (white) ¾ oz. Grilled Peppers and Onions 1 1 ½ oz. Shaved Steak Beef 1 ea. Bacon Cheeseburger 1 ea. Bakery Roll Heel
What s Hot? Popular Trends Right Now Chicken and Burgers! Chicken and burgers are the favorite food items for teens to order in restaurants. Maturing Culinary Flavors! Mini! Mini! Mini! American, Italian, Mexican and Chinese are among teens favorite cuisines. Almost 50% of teens enjoy watching food and cooking shows on TV. Mini, smaller-sized portions are a popular trend. Common forms of the mini include mini corn dogs, mini chicken sandwiches, mini mozzarella sticks and mini burgers. For teens that are becoming more weight and dollar conscious mini options are a good choice because they spend less and eat less but get a bit of everything they want. Tyson Mini Burgers: 14903-328
Hidden Nutrition Kids want food that tastes good Schools are required to meet nutrition guidelines Hidden nutrition is a newer trend that encourages good nutrition without having to push it onto teens. Teens will eat something good for them, even if they generally won t, if they cannot tell it is there. Example: Blending cauliflower & vegetable puree into foods such as macaroni and cheese that teens love and that can easily cover the taste of the vegetable that they might not prefer to eat. Using this tactic may help get the support and of parents who are concerned about their teen s diet, but are not able to get their teen to eat healthy foods alone. Tyson Hot & Spicy Whole Grain Nuggets 15481-328 Parents would be more likely to encourage their teens to eat school food if they know it is made from legitimate good quality products. Restaurants are picking up on this trend, as shown by McDonald s new ad campaigns that emphasize the fact that their food is made from quality beef, chicken, and potatoes.
Perception is Everything! Our pilot test showed that 75% of the increase in sales was based on presentation. Creative Menu Names Upscale Packaging Branded elements and signage Creative Menu Names Exciting menu names are important in attracting teens as the name is typically all that is seen before purchase. Examples: Red Robin Chick-Chick-Chicken Fingers, Chili s Quesadilla Explosion Salad, Friendly s Double Dog Dare Upscale Packaging Increase the perception of quality with premium branded packaging. Interesting/attractive packaging attracts teens even if the meal itself does not. Thought provoking packaging, sometimes called edutainment because it educates and entertains, keeps consumers excited and entertained throughout their meal. Example: Starbuck s to-go coffee cups include educational messages. Popular teen icons also help attract attention. Branding to create a restaurant style environment
Tyson Branded Solutions Program For more information email BrandedSolutions@Tyson.com.
Grab Their Attention! Use visuals to attract students. Hang signage with product pictures in the cafeteria and halls. Serve food in packaging with windows. Serve samples to entice students. Offer Loyalty Programs for students. Teens could receive their own card that would allow them to accrue points for prizes each time they eat in the cafeteria. This not only provides value incentives but also establishes a brand relationship with teens. Rewards could include photo downloads of teen stars, more substantial prizes like free game downloads, movie rentals, even free t-shirts.
Tyson knows Kids, Tweens and Teens! Check Out Our New Attitude!