funded by the beef checkoff jane gibson executive director foodservice marketing

Funded by the Beef Checkoff

www.beeffoodservice.com

Jane Gibson

Executive DirectorFoodservice Marketing

http://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




• 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




Foodservice = 48% of the U.S. food dollar

- Source Technomic



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



$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



FY2010 Program Update




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 [email protected]

Allison WentherManager, Channel MarketingEastern Region 717-449-9102 Cell [email protected]

Trevor AmenManager, Channel Marketing Northwest Region303-850-3386 [email protected]

Shelley BradwayManager, Channel MarketingMidwest Region 317-842-3106 Office [email protected]

Steve LeighDirector, Channel Marketing NCBA Headquarters - Denver303-850-3324 [email protected]

Jim HengerExecutive Director, Channel Marketing NCBA Headquarters - Denver303-850-3379 [email protected]

Cheryl HendricksManager, Channel MarketingCentral Region303-850-3372 [email protected]

Jane GibsonExecutive Director, Foodservice Marketing NCBA Headquarters - Denver303-850-3371 [email protected]

Dean ConklinExecutive Director, Veal Marketing NCBA Headquarters - Denver303-850-3387 [email protected]

Penny NauDirector, Channel PromotionsNCBA Headquarters - Denver303-850-TBD [email protected]

http://www.vealmadeeasy.com/default.aspx



FY2010 Promotions

• Team began Foodservice calls in Jan.

• To-date: 3 national promotions approved

• Execution in 2,137 restaurant units

• In 43 states



FY2010 UpdateAdvertising, PR, Information

NCBA Executive Director, Foodservice Marketing

Jane Gibson



“National Best of NAMA”



FY2011Foodservice Environment



NCBA

Foodservice Draft AR 2011



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



NCBAAuthorization Request

$1,360,000



1,000,000 Foodservice Locations

65% = independent

• trendsetters

• nimble

• early adopters

35% = chain

• high volume

• long R&D process

• mass marketers



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.



Tactic 1A

Foodservice Channel Communications, Visibility and Image: $440,000

- Paid Media (advertising – print and digital)

- Earned Media (editorial)



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



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:



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:



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



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



Attachment A

Co-operative Promotions: +$150,000

The Attachment A requests an additional $150,000 for foodservice co-operative promotions.



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



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

funded by the beef checkoff jane gibson executive director foodservice marketing

Documents

foodservice slide

beef checkoff targets

pounds beef

channel marketing team

foodservice calls

tbd office

fy2010 program update

foodservice definition