SCAN. JOIN. EAT.

SCANJOIN™ : THE LATEST INNOVATION IN LOYALTY MARKETING

BROWNBAG SOLUTIONS100 N Central Expwy, Ste 526 | Richardson, TX 75081

P: 1.877.910.BBAG (2224)F : 972.408.3418O: www.BrownBagCo.comE: info@brownbagco.com

All reviewers are made aware this proposal sent to them for evaluation shall not be duplicated, used, or disclosed in whole or in part for any other purpose without the written permission of BrownBag Solutions.

There is a comedian that jokes about people’s attachment to their cell phones. It is such a strong attachment, that if we were to leave for work without it – we would immediately turn back - even at the risk of being late.

During his comedy routine, the comedian tells a joke about his house catching fire. After smelling smoke, he runs to the street for safety…only to realize that he’d left his cell phone behind! Without a second thought, he runs back through the flames to ‘rescue’ his precious phone.

Afterwards, back outside (phone safely in hand) he sends a text message to his wife:

. . “ T H E H O U S E IS O N F IR E G E T O U T ”Send.

Okay, so why are we discussing a comedy routine about cell phones and a husband’s dubious affection for his wife?

Because, this connection of people to their cell phones, along with the use of the latest innovation in smartphone technology, are pivotal elements of the marketing strategy that we will employ to drive sales and increase loyalty to your Applebee’s locations.

(…and because that joke is funny).

www.brownbagco.com1.877.910.BBAG (2224)

QUESTION: WHERE IS YOUR CELL PHONE RIGHT NOW?

www.brownbagco.com1.877.910.BBAG (2224)

MEET TIM.

Tim loves Applebee’s. Tim is hungry…and, yes – BrownBag’s got your app for that!

Loyalty clubs are not new restaurant marketing – but the BrownBag approach to them is. Introducing SCANJOIN™ smartcodes!

Here’s how SCANJOIN™ works: Notice the smartcode in the example on the right?That is a special 2D barcode that can be read by your smartphone!

The most popular and widely-used phones (iPhone, Android, Blackberry, Palm, and more) have free apps that are able to scan and translate these types of codes.

Smartcodes can be printed on and read from any POP:window clings, server buttons, table cards, menu inserts, napkins, and more!

SCAN. JOIN. EAT.

www.brownbagco.com1.877.910.BBAG (2224)

SCAN. The customer starts the barcode scanner app on their phone, points the phone’s camera at the smartcode (which is printed on a menu insert, table card or other POP in the restaurant) … and an enrollment webpage loads immediately to the phone’s screen.

JOIN. From their phone, the customer completes the short, simple enrollment webpage and submits. Instantly, their information is transmitted and added to the club database.

Smartcodes are specific to each Applebee’s location, so we also capture the restaurant from where they enrolled.

EAT. Once we have your guest’s information in the club database, we can market to them by sending personalized offers to their phone.

Because SCANJOIN™ coupons are electronic – we save on print costs and cut down on coupon fraud. Also, because they are personalized coupons, we can track usage by club member and adjust our marketing approach accordingly.

SETUP:

BrownBag will create and program each restaurant’s unique smartcode and mobile enrollment webpage

BrownBag will design and build Email and SMS blast templates

Each location will be provided with a SCANJOIN™ Starter Kit that includes:oQty 1 Window Cling 20”x30”oQty 2 Door Clings 16”x20”oQty 50 Server ButtonsoQty 1000 Menu inserts 3.5”x8.5” (with instructions and/or optional manual enrollment form printed on reverse)oQty 1 Training & Instruction Guide

**Starter Kit items and quantities can be adjusted to suit your needs.

MONTHLY MARKETING:

Here’s what you get each month:

Data capture, processing and data maintenance of all SCANJOIN™ enrollments

Data Entry and data processing (for any enrollments completed manually)

5 monthly marketing blasts to your club members (using email and/or SMS)

Each month we will market to your members with Applebee’s news, specials, and ‘members only’ offers. You will receive weekly reporting regarding redemption rates and member usage.

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PROGRAM DETAILS: GETTING STARTED & MONTHLY MARKETING PLAN

Live smartcode. Try it!

www.brownbagco.com1.877.910.BBAG (2224)

BENEFITS OF SCANJOIN™ LOYALTY

MAXIMIZE YOUR ROIThe SCANJOIN™ cost is one low monthly fee per month (per restaurant). So, as the number of club members start in the 100s and grows into the thousands (and tens of thousands)…your cost each month will not increase!

As your database grows you get MORE marketing for the SAME low monthly price!

INSTANT MARKETINGGet immediate marketing help when and where you need it!

Paper coupons (like Valpak, MoneyMailer, etc), newspaper ads, and other printed offers can take weeks to execute with all the processes of design, approvals, printing, and delivery.

SCANJOIN™ coupons can be launched and in market within 72 hours or less.

With SCANJOIN™, you are able to react immediately when you need to boost sales. Choose to market systemwide or to only target specific locations needing help.

www.brownbagco.com1.877.910.BBAG (2224)

BENEFITS OF SCANJOIN™ LOYALTY

STOPS ‘COUPON FORGET’Although we know it happens, there’s really no way to gauge the effects of sales lost due to customers forgetting their coupons-- either before they expire or by not having it in their posession when they are near a restaurant.

Offers are sent to mobile phones…an item they are most likely to have with them. Also, reminders can be sent as coupons near their expiration date… so we help stop ‘coupon forget’!

DECREASES COUPON FRAUDSCANJOIN™ coupons virtually eliminate the fraud associated with printed coupons because they are electronically disabled after being redeemed.

www.brownbagco.com1.877.910.BBAG (2224)

BENEFITS OF SCANJOIN™ LOYALTY

STRATEGIC COUPONING For guests who visit frequently, it is not necessary to target them with generous coupon offers, because they are already loyal (and full-paying) patrons.

It is still a very good idea to reward their loyalty… but you can do so by offering lower expense items that keep your food costs in-line.

HELPS RETAIN CUSTOMERSStop sending coupons just for the sake of it. Instead, use coupons as a strategy to influence purchase habits and drive business!

When loyalty club members visit less frequently (or not at all) they could be spending their dollars somewhere else. These are potentially ‘lost users’.

Target lost users with BOGO’s and other aggressive offers to regain and retain their business!

PERSONALIZE YOUR MARKETING: DIRECT MAIL

BROWNBAG SOLUTIONS100 N Central Expwy, Ste 526 | Richardson, TX 75081

P: 1.877.910.BBAG (2224)F : 972.408.3418O: www.BrownBagCo.comE: info@brownbagco.com

All reviewers are made aware this proposal sent to them for evaluation shall not be duplicated, used, or disclosed in whole or in part for any other purpose without the written permission of BrownBag Solutions.

While we work to grow your loyalty club database, we must also focus on creating new Applebee’s customers at the same time. To do this, we will use Profiled Direct Mail – to customize who we target and we offer.

Profile options are nearly unlimited. For example: You could create customized mailings based geography, income level , age, demographics, and/or specific behaviors or lifestyles.

Suggestions for effective profiled mailings: •Seniors 65+ (Early Bird marketing)•Families with Children under 10 years old (Kids Eat Free)•New Movers •Business to Business (Business Lunch)•Healthy Lifestyle (Weight Watchers & 500 calorie entrees)

BrownBag has taken the initiative to run a market analysis around each of your Applesauce locations to help determine where your best marketing opportunities are. You can request to receive your free copy of this analysis by sending an email to info@brownbagco.com.

www.brownbagco.com1.877.910.BBAG (2224)

PROFILED DIRECT MAIL: Narrow your focus & increase your response

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20,507 ‘Healthy Lifestyle’ consumers within 5 miles of the Carrollton locale?

e have identified “healthy lifestyle” households within a 7 mile radius of each of your Applebee’s restaurants – and found over 2 million total! These consumers may not be aware that they can “Weigh Less and Pay Less” at Applebee’s. Target these households to promote your Weight Watchers® and 500 calorie entrées. 4,067 families with children live within 3 miles of the Frisco restaurant?Use Profiled Direct Mail to target these families and promote Kids Eat Free and drive business on your slow weekdays. During their visit, these guests can be invited to become loyalty club members using SCANJOIN™.

An average of 12,734 New Movers relocating each month around all of your locations? Let these new customers know where they can find great Applebee’s food with a New Mover mailing. New Movers are 5 times more likely to become a loyal guest if contacted within 90-120 days of their move!

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Request your free copy of a complete marketing analysis : info@brownbagco.com.

Consider using Mailable Magnets as your Profiled Direct Mail vehicle. No envelope required…just address and mail. Post office approved! Use them to promote Kids Eat Free, Carside ToGo, Weight Watcher Menu items--you choose! We customize to fit your needs.

Mailable magnets accomplish two things: •First, they stand out from all of the other direct mail competition by grabbing attention (and interest) at the mailbox.•Secondly, they take your marketing message from the mailbox and onto the refrigerator- where it could stay for months to promote your Applebee’s location(s). A GREAT SOLUTION for Carside ToGo!

Mailable magnet mailing pricing includes: Your Profiled Direct Mail list, Magnet Artwork Customization, Print, and postage. Mail more, Save more! The price per piece drops the more you mail.

www.brownbagco.com1.877.910.BBAG (2224)

MAILABLE MAGNETS: “ATTRACT” MORE ATTENTION TO YOUR MAILINGS!

888-555-1212 Hungry? Give us a call!

’ Pull up and we ll bring it right to . ’ your car We ve got a specia l

Cars ide ToGo parking space and a dedica ted server to se rve!you

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Free Appetizer With Your Entrée Orderxdlkjelkjeklkjlfljljslj xdlkjelkjeklkjlfljljslj xdlkjelkjeklkjlfljljsljdsfcdddf xdlkjelkjeklkjlfljljslj xdlkjelkjeklkjlfljljslj xdlkjelkjeklkjlfljljsljdfsdfddfs dseklkjlfljljslj

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10% Off Your Carside ToGo Orderxdlkjelkjeklkjlfljljslj xdlkjelkjeklkjlfljljslj xdlkjelkjeklkjlfljljsljdsfcdddf xdlkjelkjeklkjlfljljslj xdlkjelkjeklkjlfljljslj xdlkjelkjeklkjlfljljsljdfsdfddfs dseklkjlfljljslj

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Front (coupon side)

NO ENVELOPE

REQUIRED. Just address &

mail!

Magneticstr

ip

4 coupons give you multiple

sale opportunities from just

one mailing!

Here on the back of this area is the magnetic strip. After the coupons are detached, this business card sized section remains on the fridge (and in the home) with your marketing message!

Back (address side)

www.brownbagco.com1.877.910.BBAG (2224)

MAILABLE MAGNETS: “ATTRACT” MORE ATTENTION TO YOUR MAILINGS!

For every piece you mail, a personalized webpage is created for each recipient and the webpage address is personalized to incorporate the person’s first and last name.

The goal of this type of direct mail is to take the user from the mailbox to the internet, where we can capture more information about them for additional marketing in the future.

This postcard example is for a New Mover mailing, but this concept can be used for any type of Profiled Direct Mail.

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PERSONALIZED DIRECT MAIL USING PERSONAL WEBPAGES

Jessica Simmons – what are you hungry f o r?

www.brownbagco.com1.877.910.BBAG (2224)

PERSONAL WEBPAGE EXAMPLE

For a small fee per unit - Personal Webpages can programmed so that they can also be used as

PERSONAL ONLINE ORDERNG FORMS FOR CARSIDE TO GO!

These customers can visit their very own personal webpages whenever they wish and place Carside ToGo orders – and those orders are instantly faxed to the Applebee’s location selected!

www.brownbagco.com1.877.910.BBAG (2224)

PERSONALIZED ONLINE ORDERING FORMS: HOW IT WORKS

Innovative. Marketing Answers.Change the way you look at marketing.

“ YOU GET MORE OUT OF YOUR BROWNBAG THAN YOU PUT IN!”

BROWNBAG SOLUTIONS100 N Central Expwy, Ste 526 | Richardson, TX 75081

P: 1.877.910.BBAG (2224)F : 972.408.3418O: www.BrownBagCo.comE: info@brownbagco.com

All reviewers are made aware this proposal sent to them for evaluation shall not be duplicated, used, or disclosed in whole or in part for any other purpose without the written permission of BrownBag Solutions.