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Glassware Matters…

Glassware Matters…. Casual Dining Signature Glassware. From Brewtus, to The Duke, to the Bloke, to Big Daddy – signature glassware offers a point of differentiation, brand reinforcement and trade up selling opportunities. Casual Dining Signature Glassware.

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Glassware Matters…

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  1. Glassware Matters…

  2. Casual Dining Signature Glassware From Brewtus, to The Duke, to the Bloke, to Big Daddy – signature glassware offers a point of differentiation, brand reinforcement and trade up selling opportunities.

  3. Casual Dining Signature Glassware

  4. BM Belgium White Branded Glassware Trends MC Margin Minder: 15 wk comparison - July 1 – Oct 13 vs. Mar 17 – Jun 30 • Observations: • On average, stores sold an additional ½ of a keg per month • Chain buyer confirmed that their beer category did grow dollar sales during the test • This average coincides with similar signature glassware tests with Peroni in 2011 • Insights: • Signature Glassware does drive incremental volume without the need to reduce the price of the draught beer

  5. Branded Glassware Margin Implications • Results and Observations: • Based on this test, stores would realize $186/mo or $2,232/yr in incremental GM$utilizing Blue Moon brandedglassware. • $991,008 incremental gross margincompany wide. (444 outlets) • This incremental margin can help off-set commodity and other restaurant related costs

  6. Multiple Concept – Peroni Branded Glassware Glassware increased velocity by 46 to 70 % during test window Brand C = 8 month test Brand M = 14Wk test Timing: 2011 and 2012

  7. Peroni Glassware Financial Impact Glassware increased velocity also delivers increased margins

  8. Branded or Signature Glassware Delivers: An enhanced and more memorable experience Allows for feature programming at full price and full margin Differentiates you from your competitive set Reinforces your brand positioning Drives higher quality cues, thus improving Guest Satisfaction Increased velocity and PPA; higher revenue and margin

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