Post on 17-Dec-2015
Funded by the Beef Checkoff
www.beeffoodservice.com
Jane Gibson
Executive DirectorFoodservice Marketing
Funded by the Beef Checkoff
www.beeffoodservice.com
“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
Funded by the Beef Checkoff
www.beeffoodservice.com
• Eating-and-drinking places $59,000
• Grocery stores $233,000
• Gasoline service stations $485,000
• Auto dealers $707,000
Restaurants Are Labor-Intensive
Average sales perfull-time equivalent
employee
Source: Bureau of Labor Statistics; National Restaurant Association
Funded by the Beef Checkoff
www.beeffoodservice.com
Foodservice = 48% of the U.S. food dollar
- Source Technomic
Funded by the Beef Checkoff
Consumer Spending in Foodservice1970–2009 (In Billion$)
$0
$100
$200
$300
$400
$500
$600
70 73 76 79 82 85 88 91 94 97 2000 '03 '06 '09
Source: National Restaurant Association
Funded by the Beef Checkoff
www.beeffoodservice.com
$24.5-billion operator purchases
(wholesale) 7.9-billion pounds
Beef in Foodservice
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...) Healthcare ■ Military Business & Industry ■ Bars, taverns Colleges & Universities ■ Cont. Care Retirement Centers Schools ■ Correction Facilities
Funded by the Beef Checkoff
www.beeffoodservice.com
FY2010 Program Update
Funded by the Beef Checkoff
www.beeffoodservice.com
FY2010 Promotions Update
NCBA Marketing Managers
Wendy Timmerman – Southwest RegionAllison Wenther – Eastern Region
Shelley Bradway – Midwest Region
NATIONAL CATTLEMEN’S BEEF ASSOCIATION2010 Channel Marketing Team (Retail, Foodservice & Veal)
Wendy TimmermanManager, Channel MarketingSouthwest Region 303-335-8611 Cellwtimmerman@beef.org
Allison WentherManager, Channel MarketingEastern Region 717-449-9102 Cell awenther@beef.org
Trevor AmenManager, Channel Marketing Northwest Region303-850-3386 Officetamen@beef.org
Shelley BradwayManager, Channel MarketingMidwest Region 317-842-3106 Office sbradway@beef.org
Steve LeighDirector, Channel Marketing NCBA Headquarters - Denver303-850-3324 Officesleigh@beef.org
Jim HengerExecutive Director, Channel Marketing NCBA Headquarters - Denver303-850-3379 Officejhenger@beef.org
Cheryl HendricksManager, Channel MarketingCentral Region303-850-3372 Officechendricks@beef.org
Jane GibsonExecutive Director, Foodservice Marketing NCBA Headquarters - Denver303-850-3371 Officejgibson@beef.org
Dean ConklinExecutive Director, Veal Marketing NCBA Headquarters - Denver303-850-3387 Officedconklin@beef.org
Penny NauDirector, Channel PromotionsNCBA Headquarters - Denver303-850-TBD OfficeTBD@beef.org
Funded by the Beef Checkoff
www.beeffoodservice.com
FY2010 Promotions
• Team began Foodservice calls in Jan.
• To-date: 3 national promotions approved
• Execution in 2,137 restaurant units
• In 43 states
Funded by the Beef Checkoff
www.beeffoodservice.com
FY2010 UpdateAdvertising, PR, Information
NCBA Executive Director, Foodservice Marketing
Jane Gibson
Funded by the Beef Checkoff
www.beeffoodservice.com
2011 Priorities Addressed:#4 - Make Beef an Easy Choice
#5 - Demonstrate Beef’s Value
Product Strategy Objective: Enhance the value proposition of
beef in the marketplace
Funded by the Beef Checkoff
www.beeffoodservice.com
1,000,000 Foodservice Locations
65% = independent
• trendsetters
• nimble
• early adopters
35% = chain
• high volume
• long R&D process
• mass marketers
Funded by the Beef Checkoff
www.beeffoodservice.com
1,000,000 Foodservice Locations
Tactics 1A, 1BREACH 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.
In addition 1A, 1B = visibility and credibility among high-volume chains
Tactics 1C, 1DCONNECT AND PROMOTE with decision makers of the 35% that are multi-unit restaurant chains and foodservice management companies with high-volume sales potential.
Funded by the Beef Checkoff
www.beeffoodservice.com
Tactic 1A
Foodservice Channel Communications, Visibility and Image: $440,000
- Paid Media (advertising – print and digital)
- Earned Media (editorial)
Funded by the Beef Checkoff
www.beeffoodservice.com
Tactic 1B
Menu Development and Information Sharing: $570,000
- recipes, photographs - brochures, fact sheets - website, e-newsletter
An Exclusive NRN Benchmark Study
Produced in partnership with
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
2%
6%
11%
15%
44%
58%
60%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other
CFO
Purchasing
Resource outside company
R&D
Marketing
President/CEO
Operations
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).
Which Members Decide on Need:
An Exclusive NRN Benchmark Study
Produced in partnership with
3%
11%
12%
17%
22%
26%
53%
73%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other
Resource outside company
CFO
R&D
Purchasing
Marketing
Operations
President/CEO
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).
Final Say:
Funded by the Beef Checkoff
www.beeffoodservice.com
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
Funded by the Beef Checkoff
www.beeffoodservice.com
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
Funded by the Beef Checkoff
www.beeffoodservice.com
Attachment A
Co-operative Promotions: +$150,000
The Attachment A requests an additional $150,000 for foodservice co-operative promotions.
Funded by the Beef Checkoff
www.beeffoodservice.com
NCBA FY2011 AR
Communications: paid, earned… $440,000Menu devel, info…………………..$570,000Channel Outreach.……..……….. $250,000Co-operative Promotions….……. $100,000
Total…..…$1,360,000
Attachment A: Promotions………..$150,000
Funded by the Beef Checkoff
www.beeffoodservice.com
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