1 / 21

Checkoff Foodservice Marketing

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

eden
Download Presentation

Checkoff Foodservice Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Checkoff Foodservice Marketing Fiscal Year 2011

  2. 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

  3. 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

  4. 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.

  5. 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.

  6. 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.

  7. 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.

  8. Channel Marketing Supports Supermarket Retailers State Beef Councils Foodservice Operators Trade Media Wholesale Distributors CHANNEL MARKETING Other Checkoff Contractors Packers and Processors Industry Partners

  9. Foodservice Marketing - 2011 Account Map AK WA RAM ME VT MT ND NH MN Buca NY Smith & Wollensky OR WI Culver’s MA Bertuccci’s V Uno Chicago Grill V ID SD MI NJ Bugaboo WY PA ARAMARK CA 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 BJ’s Brewhouse V NE Whiskey Creek IA IL Cosi McDonald’s Morton’s Jimmy John’s Potbelly Wildfire Biaggi’s v OH Wendy’s Steak Escape Bravo DE IN Steak ‘n’ Shake US Foodservice NV DC The Palm SNA MD: Roy Rogers UT CO Red Robin Rock Bottom Quiznos Qdoba Good Times Boston Market WV VA Western Sizzlin’ KS Applebee’s Sullivan’s Fox & Hound Houlihan’s Lone Star Steakhouse Mr. Goodcents Texas Land & Cattle MO Hardee’s KY Texas Roadhouse NC Golden Corral OK Sonic TN Gordon Biersch Logan’s Roadhouse O’Charley’s Back Yard Burgers J. Alexander’s Ruby Tuesday Stoney River 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 AR Colton’s SC NM AZ AL MS GA Arby’s LA 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 HI

  10. Advertising: Print & Digital

  11. Public Relations: News Bureau More than 80 editorial features planned in 2011

  12. Recipe Collateral & eNewsletter

  13. Foodservice Info & Education Beef U on Sticky drive Updates to beeffoodservice.com 10 new excluive SBC recipes/photos

  14. Circle of Influence

  15. Event Marketing • 2nd Annual Food Arts/CIA FlavorsConference (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

  16. Beef Backer Awards • National press release issued • Congratulations Ad ran March 21, NRN • Call for Entries 2012 kicked off in April (digital campaign)

  17. 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

  18. 2010 Promotions Recap • 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) Texas Roadhouse “Great Steak of Texas” • 335 restaurants in 46 states • Program Elements including POS, wait- staff training and incentives • State Beef Council Extension Opportunities

  19. 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

  20. Sizzler In-Store Elements

  21. Sizzler Supports “I Heart Beef”

More Related