National launch: “Get Real! Now available in Chicken ”

29th March 2011

What’s New?•Steers is launching the Get real! Burgers now in chicken.

Why are we offering it?•The success of the Get Real! beef burgers and consumer demand for a chicken variant.

Why Chicken?•Chicken is an extremely popular meat with the mass market of South Africa. It is important we have a value offering for this market in chicken. What’s in it for you?•More accessibility /appeal to the mass market of South Africa•Resulting in increased sales and feet in-store.

What you need to do:•Look out for your POS , you will receive this with the menu material that will reflect the April price increase. (you’ll start receiving the POS material from the w/c 21 March.

•Ensure that you stock up on chicken fillets & Get Real buns.

•Download new menus from 28th March.

•Download the artwork for your till slip, if your system allows it.

•Look out for our TV ad, which will be running from 29th March - 8th May . Click Here for information about flighting times, if you’re interested.

•Become a fan of Steers on Facebook, and check out more info Click here to visit the Steers Facebook page.

•Train your staff by 28th March and get them to try a Get Real Chicken Burger It’s easier to sell it if you’ve tried it and liked it!

CHIC

KEN

CHIC

KEN

BEEF

BEEF

* As per all the chicken burgers on the Steers menu the Get Real Chicken Burgers have mayonnaise as the sauce on the burgers

* The Double Get Real! Burger has been discontinued from the range. This was a slow seller and we see an opportunity for up-sell to extra patty as a bigger opportunity.

NAME DESCRIPTION COST RSP Food Cost %

GP %

GET REAL! Chicken Burger 50g Chicken Pattie,50g seedless Bun, Mayo & Mayo sauce , Gherkins

R 3.97 R 9.95 45.49 54.51

GET REAL! Chicken Cheese Burger 50g Chicken Pattie,50g seedless Bun, Mayo & Mayo sauce , Gherkins, cheese

R 4.72 R 13.95 39.86 60.14

GET REAL! Chicken Cheese Burger & small Chips 50g Chicken Pattie,50g seedless Bun, Mayo & Mayo , Gherkins, cheese, small chips

R 7.48 R 21.95 38.85 61.15

EXTRA'S SINGLE 50g Chicken patty When up-selling an extra patty R 2.08 R 7.50 31.57 68.43

DURATRAN(Get Real panel ) this new range will be communicated on the Get real Panel.

TILL STAND(place in tillstandgrabs atcounter)

WOBBLER(To be placed on Get real duratran on bottom right hand side on the silver snapper frame)

TV COMMERCIALWe will be using the much loved “Gogo” TV ad again and changing the end to say now available in chicken.

TIMING : 29th March – 8th May 2011. ( 6 weeks)CHANNELS : SABC 2, SABC 3, Mnet, and ETV TARGET MARKET : LSM 5-7

Please visit Steers on-line to view the full flight list for what channels the TV Advert as been booked against. www.steeronline.co.za

Over 35 billboard sites around South Africa, targeting LSM 5-7, to communicate the launch of the GET REAL! Burgers NOW AVAILABLE IN CHICKEN the billboards will be up around the country from the 1st April

TARGETED TARGETED AREAS:AREAS:oSOWETOoJHB CBDoPTA CBDoCT CBDoKWA-MASHUoDBN SOUTHoUMTATAoMDANTSANE

A standard chicken breast is 90-110g , stores are required to half this breast when making a Get Real Chicken burger.50g Chicken breastGrill the 100g chicken breast as per the current grilling procedure. Cutting in halfCut in half on order after grilling, as shown.When cutting, please ensure you have 2x similar sized pieces. Do NOT cut as you would for a Hero chicken.WHY??The pieces will be too narrow and too long. If both pieces are not used, place the remaining half in the Bain Marie for later use.*Bain Marie holding time of 60 minutes to be strictly applied.

PORTIONING

SamplesSamplesIn order to get the “buy in” and In order to get the “buy in” and

commitment from your crew members, commitment from your crew members,

give your give your crew “tasterscrew “tasters”. It is ”. It is much much easier easier for crew members to sell suggest a for crew members to sell suggest a

product that they have tasted.product that they have tasted.

11 Is this a new Burger?This is the current Get Real! range which is now available to order in chicken.

22Can you order the Get Real! in a veggie patty?

No , the Get Real! is only available in a 50g Beef patty and now a 50g Chicken fillet.

44Can a customer order an extra chicken fillet? Yes , at a cost of an Extra Chicken Patty R7.50.

55Can a customer up-size their chips size from small to medium or large?

Yes the customers can up-size to a medium or large portion of chips at an additional cost as follows:Up-size to Medium: R 4.00 Up- Size to Large: R 9.00

66Can you order a beverage with this offer?

Yes, this will be an extra cost as per the normal cost of the beverage the customer orders.

77 Can you add extra cheese?

Yes, if a customer wants extra cheese on this Burger this will be charged as an extra slice of cheese as follows: Extra Cheese R4.50

IMPORTANT DATES IMPORTANT DATES MARKETING POINT OF SALE ARRIVALMARKETING POINT OF SALE ARRIVAL :: w/c 21w/c 21stst March MarchLAUNCH IN-STORE LAUNCH IN-STORE :: 2929thth March March TV ADVERT FLIGHTING STARTSTV ADVERT FLIGHTING STARTS :: 2929thth March March

Mimi:miselwa.sidzamba@steers.co.za