Perimeter Round Table DeCA Overview Tim Brown VP, Business Solutions Empower IT, Inc.

Perimeter Round Perimeter Round TableTable

DeCA Overview

Tim BrownVP, Business SolutionsEmpower IT, Inc.

Perimeter Overview• Total Perimeter category dollars +5.4% 2011 vs 2010• Perishable categories outpacing total Edible categories• DeCA Perishable growth slightly ahead of retail, but Chill/Frozen

outperforming

Department Dollar Sales(millions)

Dollar % Chg vs. YAGO

Retail Dollar % Chg vs.

YAGO

TOTAL DeCA 5,669.9 2.8%

Total Edible (1) 4,408.6 4.2% 3.7%

Chill 768.8 7.6% 0.1%

Frozen 510.8 1.6% 0.0%

Total Perishable (2) 1,113.1 5.7% 5.1%

Produce 481.9 4.4% 4.4%

Meat 443.3 7.6% 5.4%

Deli 140.9 6.0% 6.9%

Bakery 47.0 .9% 4.3%

Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11

Perimeter - 2 Year Sales Trends by Period

Perishables sales increased 2011 vs. 2010 in each period


Bakery, Deli, Meat, Produce

8.6 8.7 7.2 6.3 8.5 8.0 6.9

$0

$20

$40

$60

$80

$100

$120

2010 Total Perishable 2011 Total Perishable

Perimeter - 2 Year Sales Trends by Period

Total Perimeter sales also increased each period 2011 vs. 2010.

Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11 – June number represents average of scan periods 6 & 7.Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11

Total Perimeter (Perishable+Fzn+Chill)

5.8 5.7 6.4 5.77.9 7.4

8.0

$0

$50

$100

$150

$200

$250

2010 2011

Perimeter contribution to Edible dollar sales has continued to increase


% of Total Edible Dollars

46.3% 45.7%

53.7% 54.3%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011

Non-Perimeter Perimeter

+ .6 pts vs YAGO

*Estimated % of Total Edible $ in Retail: 53.2%

Perimeter increases have been greatest in…


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11

Bakery Deli Meat Produce Frozen Chill

201031.5%18.1%

201132.1%18.5%

% Chill% Meat

+.7+.4

Perimeter sales highest in December, but peak periods vary by department


-

50

100

150

200

Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11

Mill

ions

Bakery Deli Meat Produce Frozen Chill

Perimeter sales highest in December, but peak periods vary by department


16.8

26.8

36.8

46.8

Jan-

11

Feb-

11

Mar

-11

Apr

-11

May

-11

Jun-

11

Jul-1

1

Aug

-11

Sep-

11

Oct

-11

Nov

-11

Dec

-11

Mill

ions

Meat

17.222.227.232.237.242.2

Jan-

11

Feb-

11

Mar

-11

Apr

-11

May

-11

Jun-

11

Jul-1

1

Aug

-11

Sep-

11

Oct

-11

Nov

-11

Dec

-11

Mill

ions

Produce

16.521.526.531.536.541.5

Jan-

11

Feb-

11

Mar

-11

Apr

-11

May

-11

Jun-

11

Jul-1

1

Aug

-11

Sep-

11

Oct

-11

Nov

-11

Dec

-11

Mill

ions

Frozen

27.2

47.2

67.2Ja

n-11

Feb-

11

Mar

-11

Apr

-11

May

-11

Jun-

11

Jul-1

1

Aug

-11

Sep-

11

Oct

-11

Nov

-11

Dec

-11

Mill

ions

Chill

5.1

7.1

9.1

11.1

Jan-

11

Feb-

11

Mar

-11

Apr

-11

May

-11

Jun-

11

Jul-1

1

Aug

-11

Sep-

11

Oct

-11

Nov

-11

Dec

-11

Mill

ions

Deli

1.9

2.9

3.9

4.9

Jan-

11

Feb-

11

Mar

-11

Apr

-11

May

-11

Jun-

11

Jul-1

1

Aug

-11

Sep-

11

Oct

-11

Nov

-11

Dec

-11

Mill

ions

Bakery

Peak: Dec

Peak: Mar, July

Peak: Mar, J-A, Dec

Peak: Feb, Dec

Peak: July, Dec

Peak: Dec

Perimeter Top 25 Categories by Dollar Sales(91% of Total Perimeter)


All but 4 have increased dollar sales vs. year ago.

Rank Category $ Volume$ % Chg YAGO

% of Perishables

Avg Number Items

Carried

1 PRODUCE 481,902,747 4.4 20.1 n/a

2 FRESH MEAT 443,306,131 7.6 18.5 n/a

3 MILK PRODUCTS 146,489,010 8.2 6.1 117.0

4 DELI 140,863,940 6.0 5.9 n/a

5 CHEESE 126,187,827 7.3 5.3 205.7

6 FROZEN DINNERS 79,558,629 (1.5) 3.3 387.9

7 COLD CUTS 78,548,313 2.3 3.3 189.4

8 BREAKFAST MEATS 58,240,658 15.7 2.4 73.1

9 FROZEN FISH/SHRIMP/SEAFOOD 54,954,776 6.4 2.3 119.7

10 YOGURT 52,782,792 8.1 2.2 140.0

11 BAKERY 47,025,117 0.9 2.0 n/a

12 FROZEN PIZZA 42,710,736 0.2 1.8 94.9

13 BUTTER/MARGARINE 42,226,770 11.8 1.8 69.9

14 JUICE/DRINKS - CHILLED 40,989,131 1.8 1.7 77.4

15 EGGS 39,478,848 10.5 1.7 12.2

16 FROZEN VEGETABLES 36,892,837 1.9 1.5 168.0

17 DINNER SAUSAGE 33,541,559 9.4 1.4 61.8

18 ICE CREAM 33,044,183 5.8 1.4 191.8

19 FROZEN BREAKFAST 32,428,913 12.4 1.4 118.8

20 FROZEN RAW CHICKEN 31,224,222 (3.9) 1.3 18.9

21 FROZEN PREPARED CHICKEN 30,286,494 (3.3) 1.3 55.7

22 FROZEN MEAT 27,688,941 1.8 1.2 67.6

23 FROZEN FAST FOOD/SNACKS 26,037,009 (2.4) 1.1 92.0

24 FRANKFURTERS 23,247,662 5.8 1.0 41.0

25 FROZEN NOVELTIES 22,533,323 1.6 0.9 119.6

Importance of Perimeter Categories to Edible $ Sales

Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11

EDIBLE CATEGORIES

All Categories(millions)

Top 25 (millions)

% of Sales # of Cats +5% $ vs YAGO

Non-Perimeter $2,016.0 $ 1,008.8 50.0% 2

Perimeter $1,279.6 $ 799.1 62.4% 7

$36,892,837$39,478,848

$40,989,131$42,226,770$42,710,736

$52,782,792$54,954,776

$58,240,658$78,548,313$79,558,629

$126,187,827$146,489,010

$36,409,867$40,207,463

$42,420,028$45,206,381

$52,612,451$72,419,972

$91,261,205$93,024,430

$102,756,728$105,291,619$106,131,336

$109,609,066$111,480,319

FROZEN VEGETABLESEGGS

JUICE/DRINKS - CHILLEDBUTTER/MARGARINE

FROZEN PIZZAYOGURT

FROZEN FISH/SHRIMP/SEAFOODBREAKFAST MEATS

COLD CUTSFROZEN DINNERS

CHEESEMILK PRODUCTS

RICECOOKING/SALAD/OLIVE OIL

WATERNUTRITIONAL SNACKS

SOUPJUICE/DRINKS - SHELF STABLE

TOTAL COFFEECONFECTIONERY

BREADRTE CEREAL

SALTY SNACKSBISCUITS

CARBONATED BEVERAGES

PerimeterNon-Perimeter

> +5% Growth vs YAGO

Top Perimeter Categories Price Comparison2011 vs. 2010

Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11

Average Category Price

Based on 52 week total dollar and package sales. Actual items carried in each channel may vary by size and by year. Promotional activity will also effect average price comparisons.

DeCA RetailCategory 2011 2010 Change % Change 2011 % ChgMILK PRODUCTS $2.45 $2.26 0.19 8.4% $2.94 11.0%FROZEN DINNERS $2.06 $2.04 0.02 1.0% $2.59 3.6%COLD CUTS $2.05 $1.95 0.10 5.1% $3.00 5.0%BREAKFAST MEATS $2.61 $2.36 0.25 10.6% $3.73 8.8%FROZEN FISH/SHRIMP/SEAFOOD $5.70 $5.30 0.40 7.5% $6.80 4.2%YOGURT $1.04 $0.92 0.12 13.0% $1.17 12.4%FROZEN PIZZA $2.70 $2.66 0.04 1.5% $3.16 4.7%JUICE/DRINKS - CHILLED $2.45 $2.44 0.01 0.4% $2.85 3.7%EGGS $1.80 $1.65 0.15 9.1% $2.18 9.3%DINNER SAUSAGE $2.52 $2.33 0.19 8.2% $3.69 5.4%ICE CREAM $2.76 $2.59 0.17 6.6% $3.58 9.9%FROZEN BREAKFAST $2.02 $1.89 0.13 6.9% $2.89 5.8%FROZEN MEAT $3.90 $3.51 0.39 11.1% $4.29 5.5%FROZEN FAST FOOD/SNACKS $2.63 $2.58 0.05 1.9% $3.60 3.1%FRANKFURTERS $1.75 $1.71 0.04 2.3% $2.48 5.6%

Top 25 Stores - Perimeter Index to ConUS

CLASS

Mai

nDair

yFr

ozen

Lunc

hmea

t

Tot $

Ran

k

Perim

eter

Rank TOTAL $

(millions)Perimeter $

(millions) % Perimeter

Perimeter Index to ConUS

CONUS (INC AK/HI) $4,042.5 $2,055.5 50.8%

HI-PEARL HARBOR, HI(WHW) 4 4 4 4 3 2 $65.8 $41.2 62.6% 123.1

NE-NEWPORT NETC, RI(NFE) 2 2 2 2 112 101 $13.3 $8.1 61.0% 120.0HI-HICKAM AFB, HI(WHU) 4 4 4 4 43 28 $35.4 $21.3 60.3% 118.6NW-BREMERTON, WA(WGN) 2 1 1 1 111 102 $13.3 $8.0 60.1% 118.2AK-KODIAK, AK(WJ1) 1 1 1 1 162 158 $3.5 $2.1 59.5% 117.0NE-SARATOGA SPRINGS (SCOTIA), NY(NE5) 1 1 1 1 158 152 $4.3 $2.5 59.4% 116.8SO-MERIDIAN NAS, MS(SKH) 1 1 1 2 153 147 $4.9 $2.9 59.4% 116.8NE-PATUXENT RIVER NAS, MD(NAB) 2 2 2 2 89 76 $18.5 $10.9 58.7% 115.5CN-PORTSMOUTH NSY, VA(CBK) 2 2 2 2 94 82 $17.2 $10.1 58.6% 115.2SO-PARRIS ISLAND MCRD, SC(SKP) 2 2 1 2 126 110 $11.6 $6.8 58.6% 115.2MW-CORPUS CHRISTI NAS, TX(MCY) 1 1 2 1 140 138 $7.5 $4.4 58.4% 114.9SO-WHITING FIELD NAS, FL(SJS) 1 1 1 1 151 146 $5.1 $3.0 58.3% 114.6SO-MAYPORT NS, FL(SJ5) 3 4 4 4 76 68 $21.7 $12.7 58.2% 114.5NE-DAHLGREN NSWC, VA(NFK) 1 1 1 1 167 162 $2.9 $1.7 58.0% 114.2SO-NEW ORLEANS NSA, LA(SJQ) 2 3 2 3 135 129 $9.2 $5.3 58.0% 114.1NW-BANGOR NSB, WA(WGM) 2 4 3 4 71 62 $23.8 $13.8 58.0% 114.0

SO-JACKSONVILLE NAS, FL(SJL) 5 5 5 5 19 10 $47.5 $27.5 57.8% 113.7

HI-KANEOHE BAY, HI(WHV) 3 3 3 3 54 43 $30.7 $17.5 57.1% 112.3MW-LAUGHLIN AFB, TX(MC7) 1 1 1 1 166 163 $2.9 $1.7 56.9% 111.9SO-ALBANY MCLB, GA(SJU) 1 1 1 1 155 150 $4.5 $2.6 56.9% 111.8SO-MOODY AFB, GA(SJ7) 2 2 3 2 122 108 $12.4 $7.0 56.7% 111.5NE-FORT DETRICK, MD(NFN) 1 1 2 1 131 128 $9.9 $5.6 56.6% 111.4

HI-SCHOFIELD BARRACKS, HI(WHX) 4 4 4 4 8 5 $54.7 $30.6 55.9% 110.0

NW-WHIDBEY ISLAND, WA(WGU) 3 3 3 3 67 56 $25.5 $14.3 55.9% 110.0SO-KINGS BAY NSB, GA(SJ4) 2 2 2 2 118 107 $12.9 $7.1 55.3% 108.8

• 4 Stores generate 10% more from Perimeter sales than ConUS average• Of the Top 25 stores by Perimeter Index, 18 are class 1 or 2 stores


Perimeter Round Table DeCA Overview Tim Brown VP, Business Solutions Empower IT, Inc.

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