August 2009

New Product Launch Presentation

Introducing our NEW Posada Beef Enchilada, Red Chicken Jalapeno

Mini Taco’s and Butcher Boy Chicken Enchilada

Posada® Beef Enchilada #7171065

Authentic Mexican dish loaded with Premium Shredded Beef, Mild Red Chili and wrapped in a Corn Tortilla. Add your own sauce to create a Signature Dish.

Red Chicken Jalapeno Mini Taco’s #0251265

Ground Chicken and diced Jalapenos folded into a flavorful red stone ground tortilla.

Butcher Boy Chicken Enchilada #0830201

Ideal product for our value conscience customers. Product is full of Chicken, Bell Peppers and Onions wrapped in a Corn Tortilla.

Mexican Category Facts Enchilada dishes and servings have increased Year-Over-Year. Given the prevalence of Mexican, Southwestern/Tex-Mex foods

enchilada’s will continue to be a popular menu item. Enchilada’s are being served in all dining segments from causal

dining to quick service restaurants. Operators are able to create a signature dish by adding their own

sauce, cheese and spices to develop a mild to a spicy enchilada. Products are microwavable for quick preparation Made with premium chicken or seasoned beef Enjoy the freshest ingredients and authentic spices in every bite

Posada Beef Enchilada

FEATURES• Stuffed with Premium Shredded Beef• Mild Red Chili• Wrapped in a Corn Tortilla

BENEFITS• Traditional Mexican Dish• Fully cooked for ease of preparation• Made from scratch taste• Add your own sauce for a Signature Dish

Item# #7171065Pack 1/60 ct. BulkPiece Size 2.5oz60 per caseApprox. Piece Cost $.63

Butcher Boy Chicken Enchilada

FEATURES• Chicken• Bell Pepper• Onion• Wrapped in Corn Tortilla

BENEFITS• Popular Mexican item • Fully cooked – no prep work or waste• Authentic taste• Add your own sauce for a Signature Dish

Item# #0830201Pack 1/90 ct. BulkPiece Size 1.75 oz.90 per caseApprox. Piece Cost $.33

Red Chicken Jalapeno Mini Tacos

FEATURES• Filled with Ground chicken• Distinctive blends of herbs and spices• Diced Jalapeno Peppers• Folded in a stone ground Red corn tortilla

BENEFITS• Zesty twist added to a bite-size taco• Fully cooked and easy to prepare• Multiple serving applications

Item# #0251265Pack 4/4# BoxesPiece Size .45 oz.568 per caseApprox. Piece Cost $.13

Why Posada® Beef /Butcher Boy Chicken Enchilada’s and Red Chicken

Jalapeno Mini Taco’s

• Consumers are becoming more comfortable with spicier foods and find it offsets other flavors well

• Increase meal offerings by adding zesty items to your menus

• On-trend flavors and sizes

• Great for sharing

• Authentic taste with easy to prepare convenience

Where to Sell Posada®/Butcher Boy Enchilada’s and Red Chicken Jalapeno

Mini Tacos

100%$346Total

1757All Other

41143C-Stores

12Supermarkets

312College/University

1137Primary/Secondary Schools

26Healthcare

723Lodging

723Business & Industry

518Limited Service Restaurants

7%$24Full Service Restaurants

Share (%)*$MMSegment

100%$346Total

1757All Other

41143C-Stores

12Supermarkets

312College/University

1137Primary/Secondary Schools

26Healthcare

723Lodging

723Business & Industry

518Limited Service Restaurants

7%$24Full Service Restaurants

Share (%)*$MMSegment

Mexican Entrees – Operator Segmentation Full service restaurants are the largest user segments, followed by limited service restaurants.

Source: Technomic, Inc.

APPROXIMATE OPERATOR COST

Posada Beef Enchilada

Case Price $30.00

After Distributor Markup (25%) $37.50

Pieces Per Case 60

Price Per Piece $0.63

Serving Per Portion 2

Price Per Portion $1.26

Sauce/Beans/Rice $1.00

Total Plate Cost $2.26

Menu Price $7.99

Total Plate Cost $2.26

Contribution Per Plate $5.73

Food Cost 28.30%

APPROXIMATE OPERATOR COST

Red Mini Jalapeno Taco’s

Case Price $57.00

After Distributor Markup (20%) $68.40

Serving Per Case 51

Price Per Serving $1.34

Serving Per Portion 11

Price Per Portion $1.34

Sauce/Garnish $0.50

Total Plate Cost $1.84

Menu Price $6.99

Total Plate Cost $1.84

Contribution Per Plate $5.15

Food Cost 26.32%

APPROXIMATE OPERATOR COST

Butcher Boy Chicken Enchilada

Case Price $24.00

After Distributor Markup (25%) $30.00

Pieces Per Case 90

Price Per Piece $0.33

Serving Per Portion 2

Price Per Portion $0.66

Sauce/Beans/Rice $1.00

Total Plate Cost $1.66

Menu Price $6.99

Total Plate Cost $1.66

Contribution Per Plate $5.33

Food Cost 23.70%

How Profitable are Posada/Butcher Boy Enchilada’s and Red Mini Taco’s???

New Product Launch – Marketing Support

New Product Introductory Kits (marketing collateral & samples) New Product Hot Sheet Flash Media, Email Blasts Operator BOGO Coupon Offer Broker Sales Spiffs New Product Presentation Template Profitability Models Custom Point of Sale – Table Tents, Buttons, Posters, Danglers, Menus