Funded by the
Beef Checkoff
Jane Gibson
Executive Director
Foodservice Marketing
www.beeffoodservice.com
Funded by the
Beef Checkoff
“Foodservice” Definition
“Food prepared away from home…”
Establishments that prepare and serve
food, meals, snacks and beverages
on-premise or for take-out, delivery,
catered events
www.beeffoodservice.com
Funded by the
Beef Checkoff
Restaurants Are Labor-Intensive
Average sales per
full-time equivalent
employee
•
Eating-and-drinking places
•
Grocery stores
$233,000
•
Gasoline service stations
$485,000
•
Auto dealers
$707,000
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$59,000
Source: Bureau of Labor Statistics; National Restaurant Association
Funded by the
Beef Checkoff
Foodservice =
48% of the U.S. food dollar
- Source Technomic
U.S. Food Dollar
Foodservice
Retail
www.beeffoodservice.com
Funded by the
Beef Checkoff
Consumer Spending in Foodservice
1970–2009 (In Billion$)
$600
$500
$400
$300
$200
$100
$0
70
73
76
79
Source: National Restaurant Association
82
85
88
91
94
97
2000
'03
'06
'09
Funded by the
Beef Checkoff
Beef in Foodservice
$24.5-billion operator purchases
(wholesale)
7.9-billion pounds
www.beeffoodservice.com
Funded by the
Beef Checkoff
Targets: menu decision-makers in
all segments…
 “Commercial” Restaurants: meal destinations
 Limited Service Restaurants (LSR)
 Full Service Restaurants (FSR)
 Noncommercial / on-site foodservice







Lodging (hotel banquet catering, room service)
Retail Hosts (e.g. Nordstrom’s, Neiman-Marcus, Borders)
Recreation (ballparks, theme parks, country clubs, cruise ships...)
■ Military
Healthcare
■ Bars, taverns
Business & Industry
■ Cont. Care Retirement Centers
Colleges & Universities
■ Correction Facilities
Schools
Funded by the
Beef Checkoff
FY2010 Program Update
www.beeffoodservice.com
Funded by the
Beef Checkoff
FY2010 Promotions Update
NCBA Marketing Managers
Wendy Timmerman – Southwest Region
Allison Wenther – Eastern Region
Shelley Bradway – Midwest Region
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NATIONAL CATTLEMEN’S BEEF ASSOCIATION
2010 Channel Marketing Team (Retail, Foodservice & Veal)
Jane Gibson
Executive Director, Foodservice Marketing
NCBA Headquarters - Denver
303-850-3371 Office
jgibson@beef.org
Jim Henger
Executive Director, Channel Marketing
NCBA Headquarters - Denver
303-850-3379 Office
jhenger@beef.org
Dean Conklin
Executive Director, Veal Marketing
NCBA Headquarters - Denver
303-850-3387 Office
dconklin@beef.org
Trevor Amen
Manager, Channel Marketing
Northwest Region
303-850-3386 Office
tamen@beef.org
Allison Wenther
Manager, Channel Marketing
Eastern Region
717-449-9102 Cell
awenther@beef.org
Wendy Timmerman
Manager, Channel Marketing
Southwest Region
303-335-8611 Cell
wtimmerman@beef.org
Penny Nau
Director, Channel Promotions
NCBA Headquarters - Denver
303-850-TBD Office
TBD@beef.org
Cheryl Hendricks
Manager, Channel Marketing
Central Region
303-850-3372 Office
chendricks@beef.org
Shelley Bradway
Manager, Channel Marketing
Midwest Region
317-842-3106 Office
sbradway@beef.org
Steve Leigh
Director, Channel Marketing
NCBA Headquarters - Denver
303-850-3324 Office
sleigh@beef.org
FY2010 Promotions
Funded by the
Beef Checkoff
• Team began Foodservice calls in Jan.
• To-date: 3 national promotions
approved
• Execution in 2,137 restaurant units
• In 43 states
www.beeffoodservice.com
Funded by the
Beef Checkoff
FY2010 Update
Advertising, PR, Information
NCBA Executive Director, Foodservice Marketing
Jane Gibson
www.beeffoodservice.com
Funded by the
Beef Checkoff
“National Best of NAMA”
www.beeffoodservice.com
Funded by the
Beef Checkoff
www.beeffoodservice.com
Funded by the
Beef Checkoff
www.beeffoodservice.com
Funded by the
Beef Checkoff
www.beeffoodservice.com
Funded by the
Beef Checkoff
FY2011
Foodservice Environment
www.beeffoodservice.com
Funded by the
Beef Checkoff
www.beeffoodservice.com
Funded by the
Beef Checkoff
www.beeffoodservice.com
Funded by the
Beef Checkoff
www.beeffoodservice.com
Funded by the
Beef Checkoff
www.beeffoodservice.com
Funded by the
Beef Checkoff
NCBA
Foodservice Draft AR 2011
www.beeffoodservice.com
Funded by the
Beef Checkoff
Product Strategy Objective:
Enhance the value proposition of
beef in the marketplace
2011 Priorities Addressed:
#4 - Make Beef an Easy Choice
#5 - Demonstrate Beef’s Value
www.beeffoodservice.com
Funded by the
Beef Checkoff
NCBA
Authorization Request
$1,360,000
www.beeffoodservice.com
Funded by the
Beef Checkoff
1,000,000 Foodservice Locations
65% = independent 35% = chain
•
trendsetters
•
high volume
•
nimble
•
long R&D process
•
early adopters
•
mass marketers
www.beeffoodservice.com
Funded by the
Beef Checkoff
1,000,000 Foodservice Locations
Tactics 1A, 1B
Tactics 1C, 1D
REACH AND IMPACT ALL
Especially efficient in reaching
the 65% among whom are the
most influential, trendsetting
independents who first adopted
“value cuts” which currently sell
more than 173-million lbs/yr in
foodservice.
CONNECT AND PROMOTE
with decision makers of the 35%
that are multi-unit restaurant
chains and foodservice
management companies with
high-volume sales potential.
In addition 1A, 1B = visibility
and credibility among highvolume chains
www.beeffoodservice.com
Funded by the
Beef Checkoff
Tactic 1A
Foodservice Channel Communications,
Visibility and Image: $440,000
- Paid Media (advertising – print and digital)
- Earned Media (editorial)
www.beeffoodservice.com
Funded by the
Beef Checkoff
Tactic 1B
Menu Development and Information
Sharing: $570,000
 - recipes, photographs
 - brochures, fact sheets
 - website, e-newsletter
www.beeffoodservice.com
Insights into the Decision-Making
Process at Today’s Chains
Implications for the development
and retention of your business
An Exclusive NRN Benchmark Study
Produced in partnership with
Which Members Decide on Need:
Q. Which of the following members of your team decides whether or not there is a need to
implement new product development strategy (example: A pizza chain that adds sandwiches
as a new line)?
(Please identify who is on this executive strategy team)? (Check all that apply).
68%
Operations
60%
President/CEO
58%
Marketing
44%
R&D
15%
Resource outside company
11%
Purchasing
6%
CFO
2%
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
An Exclusive NRN Benchmark Study
Produced in partnership with
Final Say:
Q. At the end of a new product development project, who has the final say on whether or not
the product is introduced into restaurants?
(Check all that apply).
73%
President/CEO
53%
Operations
26%
Marketing
22%
Purchasing
17%
R&D
12%
CFO
11%
Resource outside company
3%
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
An Exclusive NRN Benchmark Study
Produced in partnership with
Funded by the
Beef Checkoff
Tactic 1C
Foodservice Channel Outreach:
$250,000
Connecting with channel influencers, decision-makers to
increase demand and build advocacy.
- - CEOs, COOs (MUFSO/NRN)
- - CMOs (Marketing Executives Group/NRA)
- - Corp. Executive Chefs (SOS BBQ, Flavor Summit/Food
Arts)
- - National Beef Backers
www.beeffoodservice.com
Funded by the
Beef Checkoff
Tactic 1D
Co-operative Promotions: $100,000
Promotional partnerships that increase
beef demand through incremental sales
and support breakthrough menu
introductions for a variety of products
considered high-priority by the industry
www.beeffoodservice.com
Funded by the
Beef Checkoff
Attachment A
Co-operative Promotions: +$150,000
The Attachment A requests an additional
$150,000 for foodservice co-operative
promotions.
www.beeffoodservice.com
NCBA FY2011 AR
Funded by the
Beef Checkoff
Communications: paid, earned… $440,000
Menu devel, info…………………..$570,000
Channel Outreach.……..……….. $250,000
Co-operative Promotions….……. $100,000
Total…..…$1,360,000
Attachment A: Promotions………..$150,000
www.beeffoodservice.com
Funded by the
Beef Checkoff
Implementation supports program execution and includes
operational and overhead expenses like…
- Salaries and benefits
- Benefits plan administration
- Human resources staff and training
- Accounting staff
- Facilities (office space, utilities)
- Equipment (computers, phones, copiers, printers)
- Equipment maintenance and support
- Computer software (Microsoft, Outlook, Timekeep, etc.)
- Insurance
- Taxes
- Shipping
- Bank fees
- Legal fees
- Audit fees
www.beeffoodservice.com