Checkoff Foodservice
Marketing
Fiscal Year 2011
Foodservice Goals
Execute the priorities set forth in the Long Range Plan by
building consumer demand across all U.S. restaurant segments
Serve as the definitive beef resource to Industry Stakeholders:
i.e. Operators, Distributors, State Beef Councils, Packers &
Channel Media
Enhance the value proposition of beef :
via an integrated marketing campaign that positions beef as a
great American classic and canvas for contemporary menu applications
Increase beef’s penetration across more of the menu by
emphasizing beef’s versatility and flexibility
2
Foodservice Goals, Cont’d…
Maintain a strong and growing demand for beef by
positioning it to capitalize on the economic rebound
Educate operators on beef’s value and contribution to their
business by building relationships with targeted decision
makers and showcasing a broad portfolio of beef and steak
options
Stretch Checkoff dollar investments by leveraging
partnerships on advertising and promotions that provide
added value
3
Guiding Principles
We will honor the confidentiality of all proprietary
information.
We will not quote or use information obtained from a
foodservice operator or promotional partner without their
prior consent.
We will support demand for all beef, regardless of brand,
breed or type, and will not promote one in a manner that
denigrates another.
We will work with other food companies and/or products
that have a synergistic and positive impact on beef sales
and demand.
4
Guiding Principles, Cont’d…
We will work with other industry partners and food
companies to leverage the value of the Beef Checkoff
investment.
We will pursue partners that want to build beef demand
by participating and investing in Beef Checkoff funded
promotions and programs.
We will work to enhance and promote beef’s image in
order to make retain beef’s position as the protein of
choice with consumers.
5
Do’s & Don’ts
DO take an active part in the discussions and share your
experience and knowledge.
DO NOT divulge information that would be considered
proprietary or confidential.
DO present the challenges, opportunities and solutions
to the issues that are brought forth from the group
based on your own expertise.
6
Do’s & Don’ts, Cont’d…
DO NOT discuss your company's marketing plans,
pricing strategies, advertising campaigns or anything
that may jeopardize the competitive position and future
success of your company.
DO understand that anything presented, discussed or
learned from these meetings may be shared at some
point in the public domain.
DO NOT withhold your thoughts. We value your point of
view.
7
Channel Marketing Supports
Supermarket
Retailers
Trade
Media
Other
Checkoff
Contractors
State Beef
Councils
CHANNEL
MARKETING
Industry
Partners
Foodservice
Operators
Wholesale
Distributors
Packers and
Processors
8
Foodservice Marketing - 2011
Account Map
AK
WA
ME
RAM
MT
VT
ND
NH
MN
Buca
OR
NY
Smith &
Wollensky
WI
Culver’s
ID
SD
MI
WY
CA
NE
Whiskey
Creek
NV
CKE (Hardee’s, Carl’s Jr)
Cheesecake Factory/Grand Lux
ESPN Zone
Fatburger
In-N-Out Burger
Jack in the Box
Johnny Rockets
Sizzler
DineEquity (see Applebee’s, KS)
Taco Bell
Il Fornaio
AZ
BJ’s Brewhouse V
HI
PA
ARAMARK
UT
CO
Red Robin
Rock Bottom
Quiznos
Qdoba
Good Times
Boston Market
NM
KS
Applebee’s
Sullivan’s
Fox & Hound
Houlihan’s
Lone Star Steakhouse
Mr. Goodcents
Texas Land & Cattle
OK
Sonic
Brinker (Chili’s, Macaroni
Grill, Maggiano’s V
On The Border)
Saltgrass
Carinos Italian Grill
Carlson (TGIF)
Texas de Brazil
TX
Whataburger
Fogo de Chao
Jason’s Deli
Metro Media (Bennigan’s,
Steak & Ale)
Cheddar’s
Dave & Busters
SYSCO
IA
IL
Cosi
McDonald’s
Morton’s
Jimmy
MO
John’s
Hardee’s Potbelly
Wildfire
Biaggi’s v
AR
Colton’s
MS
LA
OH
Wendy’s
IN
Steak ‘n’ Steak
Escape
Shake
Bravo
US
Foodservice
MA
V
Bertuccci’s
Uno Chicago Grill V
NJ
Bugaboo
DC
WV
KY
Texas
Roadhouse
TN
Gordon Biersch
Logan’s Roadhouse
O’Charley’s
BackAL
Yard Burgers
J. Alexander’s GA
Ruby Tuesday Arby’s
Stoney River
VA
Western
Sizzlin’
DE The Palm
SNA
MD: Roy
Rogers
NC
Golden
Corral
SC
FL
Burger King
DARDEN
(Capital Grille,
LongHorn, Olive
Garden V, Red
Lobster)
OSI (Outback,
Fleming’s V,
Carrabas V)
Checkers
Firehouse Subs
Rally’s
Firehouse Subs
Disney/Epcot
Universal
HardRock
Ruth’s Chris
Shula’s 9
Advertising: Print & Digital
10
Public Relations: News Bureau
• More than 80 editorial features planned in 2011
11
Recipe Collateral & eNewsletter
12
Foodservice Info & Education
• Beef U on Sticky drive
• Updates to beeffoodservice.com
• 10 new excluive SBC recipes/photos
13
Circle of Influence
14
Event Marketing
2nd Annual Food Arts/CIA Flavors
Conference (April)
St Helena, CA
MEG: IFMA Marketing Executive Conference
(May)
Chicago, IL
Food Arts SOS BBQ (May)
Chicago, IL
Nation’s Restaurant News - MUFSO (October)
Dallas, TX
15
Beef Backer Awards
National press release issued
Congratulations Ad
ran March 21, NRN
Call for Entries 2012
kicked off in April
(digital campaign)
16
2010 Beef Backer Winners
Chain of the Year
Bonanza Steakhouse/
Ponderosa Steakhouse –
Homestyle Dining LLC, Texas
Independent of the Year
Red, The Steakhouse, Florida
Innovator of the Year
The Hitching Post I & II, California
17
2010 Promotions Recap
Texas Roadhouse “Great Steak of Texas”
• 335 restaurants in 46 states
• Program Elements including POS, waitstaff training and incentives
• State Beef Council Extension Opportunities
Western Sizzlin’ “I Heart Beef”
• 125 restaurants in 17 states
• Program Elements including POS, radio & TV
• State Beef Council Extension Opportunities
Jack-in-the-Box “Grilled Pastrami”
• 1,698 total restaurants participating
• Program Elements including POS and TV
• Coupons distributed by mail, newspaper and
in-store ($1 Off and BOGO)
18
Fresh Cut Tri-Tip Promotion
Jan 3 – Feb 27, 2011
Promotion executed in 10 states
Broadcast media in select markets
Heavy on-line exposure through Facebook,
Twitter and customer loyalty program
Extension of the “I Heart Beef” campaign
19
Sizzler In-Store Elements
20
Sizzler Supports “I Heart Beef”
21