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Oscar Mayer Hot Dogs
C-Store Overview/Training and 2016 Planning
January 15, 2016
Table of Contents
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• Hot Dogs & C-Stores
• Why OSCAR MAYER?
• Winning at the Grill
• LTO Promotions
• Retailer Support
• Portfolio Overview
• Questions?
• Appendix
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Despite an increasing array of food options, Hot
Dogs/Corn Dogs servings are steady
151,127 167,017
196,455 177,483 183,622 183,324
YE Jul'09 YE Jul'10 YE Jul'11 YE Jul'12 YE Jul'13 YE Jul'14
Hot Dog/Corn Dog Servings at C-Store (000)
Source: The NPD Group / CREST YE JULY
Hot Dogs are #2 in C-store Prepared Foods Sales
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Source: 2014 Technomic Convenience Stores Industry Data Digest
Shares by Category
Why Oscar Mayer?
“An American Tradition since 1883”
C-Stores can improve their food to better
compete with QSRs; convenience is not enough
34 32
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44 C-Stores Total QSR
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Customer Satisfaction: Food Attributes % Excellent
Source: CREST
Taste and Flavor of Food
Quality of Food Variety of Food Food was Fresh Convenience of Location
No longer a point of
difference
Source: The NPD Group / CREST / YE June ‘14
Oscar Mayer Links help improve perception of roller grill
Do not include in Crossmark Connect – This page can’t be left with retailers due to contract with NPD
Consumers already choose Oscar Mayer
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2/3 Share of Voice Biggest Advertising Spend
66% 56%
OSCAR MAYER is #1 in the cold case Source: Starcom, Q3 2014 - Share of Voice & Share of Spend
Source: Nielsen, 2010-2014, Total US Conv RETAIL
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Great Flavor: All natural hardwood smoked – NO liquid smoke
Firm Bite: OM use only carefully selected 100% USDA inspected cuts of fresh, never frozen meats – NO by-products
Great Taste: We have been using our special unique blend of spices since 1883 & have been innovating ever since to deliver flavor that keeps customers coming back
Attractive Eye Appeal: Natural appearance, NO artificial coloring used
Merchandising: Leverages Oscar Mayer’s brand equity & quality which alleviate concerns about mystery meat
Easy Clean-up: IQF prevents caramelization on grill
Hold Time: 4 hours on roller grill
30+ years experience on the roller grill delivers
consistent taste & performance you expect:
Why Oscar Mayer – Better Performance on the Grill
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Oscar Mayer Links are IQF "flash frozen individually"
This ensures that a hot dogs case is not a solid block of hot dogs, but rather, each link is loose in the case. This process makes the Oscar Mayer Hot Dogs easy to work with and maximizes grill performance. On the other hand, slow freeze can lead to interior ice crystals which may cause: • Caramelization on the roller grill
• Leading to poor appearance • More difficult clean up each day
• A softer, mushier bite • Gaps/pockets in the link
Winning at the Grill
with Oscar Mayer Hot Dogs
Selling to Retailers without Roller Grills
Attract Customers, Increase Sales & Reduce Labor Costs
Operator Need: Sales Prop:
• Patrons are looking for protein rich snacking options • Attract customers with delicious & portable links from the brand trusted
since 1883 by offering Oscar Mayer on the roller grill • With 30+ years of experience & IQF technology, OM links perform better,
require less time for clean up & deliver the taste your customers want • Plus OM helps the equipment & merchandise cost with the Grow your
Grill program
UnLimited Time Opportunities Exist Selling our Core Grill SKUs! Jumbo 5/1 Beef Frank
Item #391
Corn Dough Dog
Item #636
Jalapeno & Cheese
Item # 496 or 178
Or New Retailers
Selling to Retailers under contract with Competitor
Attract Customers, Increase Sales & Profitability
Operator Need: Sales Prop:
• Most contracts allow for competitive options if the supplier does not offer a similar product
• With one of the few USDA approved bakeries, OM enrobed links are unique cost saving alternatives that appeal to the busy on-the-go patron
• Portable and convenient • No need to supply buns or extra condiments • Better for you as baked vs. fried
Sell our Enrobed Grill SKUs!
Selling to Retailers currently not offering Breakfast
Attract Customers, Increase Sales & Profitability
Operator Need: Sales Prop:
• Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go
• Attract consumers currently skipping breakfast or eating at home • Steal back share of coffee servings from QSRs • Increase usage of existing roller grills at new day part • Attract customers looking for a sweet option with protein
Sell our Breakfast Grill SKUs!
Increase Sales with Current Retailers
by Leveraging our 2016 LTOs
Grow Breadth of Grill Portfolio with LTOs!
LTO: March 1 – December 31, 2016
Why Breakfast? • Heat up your breakfast sales with this innovative pancake wrapped sausage that
your customers can enjoy on the go
• Attract consumers currently skipping breakfast or eating at home
• Steal back share of coffee servings from QSRs
• Attract customers looking for a sweet option with protein
• Increase usage of existing roller grills at new day part
Sku Flavor Units/cs Cs Wt
00447000674400 Blueberry 20 links 3.3Lb
00447000685300 Maple 20 links 3.3Lb
Grow Breadth of Grill Portfolio with LTOs!
LTO: March 1 – Dec. 31, 2016 Why PIZZA?
• Italian sausage is the #1 sausage variety, appearing on over 20% of all menus and on 62% of all Pizza menus1
• Italian sausage often appears menued with other traditionally Italian ingredients, like marinara and mozzarella cheese, in dishes like pizza and sandwiches1
• Our Pizza Link already has the condiments inside!
• Great way to attract Millennials
SOURCE: 1) Datassential February 2015
Sku Units/Case Cs Wt
00447000871900 20 links 3.9LB
Grow Breadth of Grill Portfolio with LTOs!
LTO: Sept. 1 – Dec. 31,
2016
Why Pumpkin? • Celebrate the season with this quintessential holiday flavor
• Attract customers & be a destination for holiday fun & indulgence
• Great for those seeking a sweet morning treat or afternoon snack with protein
Sku Units/Case Cs Wt
00447000893700 20 links 3.3LB
2016 LTO Sales Support
FREE POS KIT:
LTO REBATE: • $2/case, up to $150/store for purchases of LTO links during promotional period 3/1 - 12/31/16
• Rebate redemptions need to be submitted by 1/31/17
• Product Samples for Maple & Blueberry are available from DOT
• Kits available from IMS in early Feb.
Product Sell Sheet Window Cling
Please notify Kraft
Heinz of all new
business
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Retailer Support
The Resources you need to win at the grill!
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• Customized Job Aid: • Highlighting successful roller grill execution
• P-O-Gs & Build to Charts: • By Size of Grill or day part
• Roller Grill Merchandising Program: • Leverage OM branding
• Grow Your Grill Program Retailer: • Best for mid tier chains not on contract • Can earn $450/store
• Grow Your Grill Program Distributor: • Customize with distributor codes • Leverage the distributors sales force
• OM Hot Dog Rebate: • Save up to $500 on full portfolio • LTO rebates
• Trade Show Kit: • Everything needed to showcase OM Hot Dogs
See appendix for examples of each
2016 Priorities by Business Unit
Foodservice BU
1. Focus on Roller grill LTO and Specialty Link items: • Pizza Dough Dog • Oscar Mayer Breakfast items • Win the holidays with Pumpkin Pancake Sausage
2. Leverage new Kraft Heinz Portfolio to drive OM roller grill and condiment authorizations
3. Capitalize on growth in C-Store Breakfast traffic to gain authorizations of Maple & Blueberry Pancake at retailers under competitor contracts
Oscar Mayer Hot Dog Portfolio
“An American Tradition since 1883”
Oscar Mayer Best Selling Specialty Hot Dogs
Classic Oscar Mayer wiener wrapped inside gourmet cornmeal breading: •No need for buns or condiments, so you save on costs •Better for you as baked vs. fried •Portable and convenient
Sku Units/Case Cs Wt
00447000063600 20 links 4.25LB
Oscar Mayer Corn Dough Dog:
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Oscar Mayer Jalapeño & Cheese:
A great-tasting link sure to kick taste buds into high gear: A Pork & Poultry link with Kraft Old English Cheddar Pasteurized Processed Cheese, crushed red peppers, diced Jalapeños and OM propriety spice mix blended exclusively for this flavor. Which is naturally hardwood smoked and enhanced with Mesquite Smoke Flavoring.
Sku Size Cs Wt
00447000049600 5/LB 6LB
00447000017800 5/LB 10LB
Oscar Mayer Cheezy Link:
A new twist on an All American Classic •Made with Beef, Poultry & Kraft Old English Cheddar •Flavored with onion & garlic •Compete with QSRs with a cheeseburger flavored link made to perform on the roller grill
Sku Size Length Cs Wt
00447000024600 5/LB 5.5IN 10LB
00447000043000 6/LB 5.5IN 6LB
Attract Consumers with variety
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Oscar Mayer Cheese Smokie: All about the smoke! With the longest run in the smokehouse & Kraft Old English Cheddar, this link is sure to please the BBQ Pitmaster
Sku Size Length Cs Wt
00447000050100 5/LB 6IN 6LB
Abundant spices, red peppers & paprika delivers flavor at less cost than the Jalapeno & Cheese
Oscar Mayer Brat & Cheese:
Oscar Mayer Smokie Link: 100% all natural hardwood smoke & our longest run time in the smokehouse make this OM pork & poultry link a winner
Sku Size Length Cs Wt
00447000066400 5/LB 6IN 6LB
Sku Size Length Cs Wt
00447000048300 5/LB 6IN 6LB
Attract Consumers with Variety
Oscar Mayer Hot and Spicy:
Sku Size Length Cs Wt
00447000049400 5/LB 6IN 6LB
Classic flavor with Kraft Old English Cheddar designed to perform on roller grill
Oscar Mayer Breakfast
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A classic breakfast link made with pork and seasoned for extra flavor
Oscar Mayer Breakfast Sausage:
Sku Size Length Cs Wt
00447000032800 8/LB 5.25IN 6LB
Oscar Mayer Pancake Sausages: Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go. • A Classic Oscar Mayer pork sausage wrapped in a Maple or Blueberry pancake
Sku Flavor Pack Cs Net Wt
00447000674400 Blueberry 20-2.6oz 3.3Lb
00447000685300 Maple 20-2.6oz 3.3Lb
• Attract consumers currently skipping breakfast or eating at home • Steal back share of coffee servings from QSRs • Increase usage of existing roller grills at new day part
Oscar Mayer Beef Franks & Wieners
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Strengthen your roller-grill sales with quality ingredients & the trusted Oscar Mayer brand • “An American Tradition since 1883” •Made from Quality fresh, never frozen, 100% USDA inspected beef •All natural hardwood smoked •OM signature propriety beef spice blend •No by-products, No MSG added •Available in a variety of sizes from quarter pounders to 10 links/lb.
Oscar Mayer Beef Franks: Sku Size Length Cs Wt
00447000010500 4/LB 6.5IN 10LB
00447000018300 8/LB 6IN 10LB
00447000019000 10/LB 6IN 10LB
00447000019300 5/LB 10.5IN 10LB
00447000038800 4/LB 8.25IN 10LB
00447000039100 5/LB 6IN 10LB
00447000039400 6/LB 6IN 10LB
The All American Oscar Mayer Hot Dog that is year-round favorite • Simple and classic that has a plump juicy taste • Less expensive than beef
Oscar Mayer Wieners: Sku Size Length Cs Wt
00447000016700 5/LB 6IN 10LB
00447000036100 8/LB 6IN 10LB
Made to Order items
Help your Retailer Differentiate themselves
Items below are Made to Order
sku Master Files Description Selling Description
447000639700 OM 4 - 1 CHES SMO SAUS 10# 4/lb 3 Cheese Smoikie
447000072400 OM 5/1 BRATWURST 6# 5/lb Brat
447000639600 OM 4 - 1 6.5" JAL & CHS 10# 4/lb Jalepeno & Cheese
447000782800 OM FS 6 LB HD PIZZA LINK 5/lb Pizza or Italian Style Link
447000736300 6# OM FS HD BAC CH 5/lb Bacon & Cheese
447000711600 4.25# OM INFERNO CORN DOUGH DOG 1 Inferno Dough Dog
447000678500 3.31# OM CINNAMON ENROBED LINKS 1 Apple Cinnamon Pancake Sausage
447000736500 OM 1/4.25LB BCN&CHSE CORN DOUGH DOG Bacon Dough Dog
Lead-time varies by sku and their ingredients. Min order is usually 4,000 cases. Optimal would be 13 weeks but at least 8 weeks lead-time is needed.
These items are not kept in stock but we are happy to make them!
Oscar Mayer Cheese Smokie:
Heat up your sales with this smokie option: 6397 has Cheddar, Mozz & American Processed cheeses in a smoked link 501 is a less expensive option with 1 cheese: Kraft Old English Cheddar in a smoked link
Sku Size Length Cs Wt
00447000639700 4/LB 6IN 10LB
Items below are Made to Order
Oscar Mayer Bratwurst:
Sku Size Length Cs Wt
00447000072400 5/LB 6IN 6LB
Classic Brat flavor, designed to perform on roller grill
Oscar Mayer Pizza Link:
Sku Size Length Cs Wt
00447000782800 5/LB 6IN 6LB
Items below are Made to Order
Oscar Mayer Bacon Dough Dog:
Sku Units/Case Cs Wt
00447000736300 20 links 4.25LB
Zest up your roller grill sales with this combination of a Hot & Spicy Dog wrapped in cheesy jalapeno corn dough • Abundant spices and flavor
Oscar Mayer Inferno Dough Dog:
Sku Units/Case Cs Wt
00447000711600 20 links 4.25LB
Combined our 2 best sellers Corn Doug Dog & Jal & Chs. to create…….
Oscar Mayer Bacon & Cheese Link:
Sku Size Length Cs Wt
00447000736300 5/LB 6IN 6LB
Our OM Bacon & Cheese link wrapped in a sweet dough with OM bacon pieces •No need for buns or condiments •Better for you as baked vs. fried •Portable and convenient
Everything is better with bacon! Especially in an OM Pork & Poultry link with Kraft Old English Cheddar that is naturally hardwood smoked
Questions & Answers
Appendix
Oscar Mayer is the innovative brand that consumers trust
Oscar Mayer enrobed dogs are cost saving alternatives
Hardwood Smoked SPECIALTY DOGS
ENROBED DOGS • No need to supply buns or extra condiments • Portable and convenient • Better for you as baked vs. fried • Enrobed items have the same hold times
(4 hours) as all other Oscar Mayer hot dogs
• Key emotional drivers like “Brand I know” and “Brand I trust” alleviate concerns about mystery meat products being served in your store1
• Oscar Mayer Hot Dogs have an 80% Awareness with C Store consumers1
• Oscar Mayer has 30+ years in the roller grill business creating innovative products that keep consumers coming back
• Oscar Mayer’s individually frozen links don’t caramelize and hold for 4 hours on the roller grill
• Merchandising is available to leverage Oscar Mayer’s brand equity and quality products which leads to increased sales and profits
1) C-Store Ready-To-Eat Hot Dog A&U March 2011
For more information, visit us at: www.kraftfoodservice.com/oscarmayerlinks
LTO CALENDAR Oscar Mayer Breakfast
Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go.
• Attract consumers currently skipping breakfast or eating at home
• Steal back share of coffee servings from QSRs
• Increase usage of existing roller grills at new day part
• Classic Oscar Mayer pork sausage wrapped in a Maple or Blueberry pancake
March 1 – Dec. 31, 2016
Sept. 1 – DEC 31, 2016
Merchandise & Promotions
How to order POS
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Best In Class - Operations
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Customized Job Aid - Highlights the Key Steps to a Successful Roller Grill Execution
P-O-Gs & Build To Charts By Size of Grill or Day Part
Available at Food Concepts website
http://www.foodconcepts.com/kraft
Best In Class – Merchandising & Promos
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Oscar Mayer brand means great tasting,
high quality hot dogs to your customers
Creating a consistent brand message in all stores builds customer awareness
Available at Food Concepts website
Grow Your Grill Program will continue in 2016
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Available at Food Concepts website & C-store teamsite - editable
Perfect for mid-tier operators
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Available at Food Concepts website
Trade Show Kit
42 Available at Food Concepts website
Trade Show Kit – How to order
43 Available at Food Concepts website
Step 1: • Email Andy Erdman at [email protected] requesting a trade show crate • Provide following info in this email:
• Shipping information, including whose attention the crate should be shipped to • Special Shipping Instructions • Any shipping labels that need to be applied to the crate • Received by date (include date range if applicable) - please allow a 2 week lead time
Step 2: • Andy will ship crate accordingly. • Included with the crate will be Crate Repackaging Instructions Step 3: • Fill out Trade Show Return Form to arrange for Trade Show crate to be picked up Step 4: • Our Agency Food Concepts, will receive crate, inspect it, and replace any damaged items • FCI will then store for future use
Developing a Successful Roller Grill Program
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Thank You
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