1. Resources Beyond

• The Menu

• Your Silent Salesperson

2. Beyond The Plate Solutions Would Your Restaurants like to see a $300,000 revenue improvement ?

3. The Right Menu

• Whats In It For You To Have The Right Menu?

• • Increase The Average Check

• • Increase Frequency of Visits

• • Increase Party Size

• • Attract new Patrons

• Achieve Higher Profits

4. WHEN WAS THE LAST TIME YOU UPDATED YOUR MENU ?

5. What Is The Cost of Not Updating Your Menu? Average Cost of 100 New On Demand Dine In Menus Is $1250 $ Volume Per Week Annual Food & Labor Inflation Annual Lost Profits $ 5,000.00 7.5% $ 19,500.00 $ 10,000.00 7.5% $ 39,000.00 $ 15,000.00 7.5% $ 58,500.00 $ 25,000.00 7.5% $ 97,500.00 $ 40,000.00 7.5% $ 156,000.00 $ 50,000.00 7.5% $ 195,000.00 * Food & Labor Inflation Rate as Identified by The National Restaurant Association

6. The Right Items

• Keep up to date on food trends

• • Work with US Foods to be on top of new items

• What are the chains doing Leverage their advertising dollars

• Limited time offerings / Profit Toppers

• Test new items via specials

Value meals / combo meals represent strong consumer values

7. Perception Value Pricing The absolute most the customer will pay for a menu item and still think they got a good deal for their money. What do you charge for a cup of coffee? $.90 $1.50 What does it cost you? $0.08 - $0.15 per cup Why can you charge so much for coffee? That is what customers expect to pay !

8. From: To: $3.25 $5.55 $6.75 $9.95 $3.29 $5.59 $6.79 $9.99 Does not sound like a lot of Money You do the Math! Potential for $16,000 in incremental revenue

9. Descriptions are Critical to the Selling Power of Menu items

• Steak & Shrimp Dinner - $10.95

• Hamburger & French Fries - $4.95

• Classic Meatloaf Dinner

• A pound portion of oven-baked meatloaf

• with a side of mashed potatoes all covered

• with beef gravy. Served with seasoned vegetables ,

• a dinner roll, and our delicious onion tangles . $7.49

10. NO dots NO $$$$$$$$$$$ NO bolding

11. Your Menu Your Path To New Profit Opportunities Marketing To The Three Doors

12. Marketing Your Menu For the average restaurant 75% of sales comes From a 10,000 home radius

13. Restaurant Industry

• June 13, 2007

Takeout Takes Off

14. Marketing Your Menu

• The Take Out Generation

• • Get your menu in front of prospects and potential new customers. Utilize a direct mail take out menu.

• • Typical American eats 81 meals per year in restaurants

• • But order 127 meals per year TO GO

15. Industry Trends

• To Go business is up 20% over the past two years

• 78% of households purchase at least 1 carryout meal per month

• Takeout business is expected to grow at an 8% rate per year over the next 5 years

• Examples

• • Outback 12% of sales

• • Cheesecake Factory 8% of sales first year

• • McDonalds 60% of all sales through drive up window

16. Take Out Menu Design Goals

• Promote

• • Catering business

• • Limited to offerings

• • Family meals to increase check average

• • Gift Certificates

• • Bounce back offers to create repeat sales

17. Where Do I Start

• Menu Options

• • Dine In Menus

• • Take Out Menus

• Custom Menus designed to your specifications

• Menu On Demand Options

• • Over 50 Menu Designs

• • Choose images from our online library of over 2000 images

• • http://usf.menusondemand.totalloyalty.com

18. Building Your Menu Menus On Demand http://usf.menusondemand.totalloyalty.com

19. Choose Your Category Menus On Demand

20. So.. What Does All This Mean To Your Customer?

21.

22. Free Menu / Marketing Analysis A Customized Approach for Your Restaurant These are the potential gains for a restaurant doing $15,000 per week . Potential Annual Revenue Impacts Revenue Center Potential Revenue Cost to Implement Net Revenue Gain New Dine In Menu $ 54,000.00 $ 1,250.00 $ 52,750.00 5 To 9 Pricing Adjustment $ 4,160.00 $ - $ 4,160.00 Server Training Program $ 46,722.00 $ 699.00 $ 46,023.00 Take Out Menu - Internal Marketing Use $ 14,400.00 $ 1,100.00 $ 13,300.00 Take Out Menu - Direct Mail Use $ 18,000.00 $ 1,500.00 $ 16,500.00 E-Mail Marketing $ 43,200.00 $ 1,048.00 $ 42,152.00 Online Ordering $ 36,000.00 $ 3,600.00 $ 32,400.00 Web Based Marketing Program $ 4,320.00 $ 75.00 $ 4,245.00 Revenue Impacts $ 220,802.00 $ 9,272.00 $ 211,530.00

23. Free Marketing Analysis Potential Annual Revenue Impacts Tyler's Taproom Revenue Center Potential Revenue Cost to Implement Net Revenue Gain New Dine In Menu $ 102,240.00 $ 937.50 $ 101,302.50 5 To 9 Pricing Adjustment $ 13,371.43 $ - $ 13,371.43 Server Training Program $ 146,901.86 $ 699.00 $ 146,202.86 Take Out Menu - Internal Marketing Use $ 40,896.00 $ 1,100.00 $ 39,796.00 Take Out Menu - Direct Mail Use $ 23,856.00 $ 1,500.00 $ 22,356.00 E-Mail Marketing $ 57,254.40 $ 1,048.00 $ 56,206.40 Online Ordering $ 102,240.00 $ 10,224.00 $ 92,016.00 Web Based Marketing Program $ 5,725.44 $ 75.00 $ 5,650.44 Revenue Impacts $ 492,485.13 $ 15,583.50 $ 476,901.63

24. Free Marketing Analysis Potential Annual Revenue Impacts Red Hot & Blue Revenue Center Potential Revenue Cost to Implement Net Revenue Gain New Dine In Menu $ 93,600.00 $ 937.50 $ 92,662.50 5 To 9 Pricing Adjustment $ - $ - $ - Server Training Program $ 127,254.35 $ 699.00 $ 126,555.35 Take Out Menu - Internal Marketing Use $ 49,920.00 $ 1,100.00 $ 48,820.00 Take Out Menu - Direct Mail Use $ 9,168.00 $ 1,500.00 $ 7,668.00 E-Mail Marketing $ 22,003.20 $ 1,048.00 $ 20,955.20 Online Ordering $ 62,400.00 $ 6,240.00 $ 56,160.00 Web Based Marketing Program $ 2,200.32 $ 75.00 $ 2,125.32 Revenue Impacts $ 366,545.87 $ 11,599.50 $ 354,946.37

25. Annual Marketing Plan A Systematic Approach Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Dine In Menu X X Server Training X X X Take Out / Catering Menu X X Take Out Menu Direct Mail Clipper Insert X X E-Mail Marketing X X X X X X X X X Online Ordering X X X Loyalty / Gift Card X X X CouponClipper. com Listing X X X X X X X X X

26. Annual Marketing Plan A Systematic Approach Package PLATINUM GOLD SILVER BRONZE Cost $5000 $4000 $3000 $2500 Elements 100 - On Demand Dine In Menus 8.5 x 11 5000 - 10 x 17 On Demand Take Out Menus 10,000 - DAL Postcard Mailing Where Available. Designed, Printed , Delivered Or 10,000 Center Page Menu Inserts in Clipper Magazine ABCDXO Server Training PROFESSIONAL System Consists of: Consists of: 1 - ABCDXO Training DVD PRO 2 - Management Work Book 250 - XO Custom Pads 150 - Custom Inserts 8 - Posters 6 - XO Secret Shopping On Demand in Six Months 100 - On Demand Dine In Menus 8.5 x 11 Or 10,000 - DAL Postcard Mailing Where Available. Designed, Printed , Delivered Or 10,000 Center Page Menu Inserts in Clipper Magazine 5000 - 10 x 17 On Demand Take Out Menus ABCDXO Server Training PROFESSIONAL System Consists of: 1 - ABCDXO Training DVD PRO 2 - Management Work Book 250 - XO Custom Pads 150 - Custom Inserts 8 - Posters 6 - XO Secret Shopping On Demand in Six Months 100 - On Demand Dine In Menus 8.5 x 11 5000 - 10 x 17 On Demand Take Out Menus ABCDXO Server Training NEW HIRE System Consists of: 1 - ABCDXO Training DVD PRO 1 - Management Work Book 125 - XO Custom Pads 60 - Custom Inserts 4 - XO Secret Shops On Demand in Six Months 100 - On Demand Dine In Menus 8.5 x 11 100 - May We Suggest Program 4 - Seasons Value Meal LTO Program ABCDXO Server Training NEW HIRE System Consists of: 1 - ABCDXO Training DVD PRO 1 - Management Work Book 125 - XO Custom Pads 60 - Custom Inserts 2 - XO Secret Shops On Demand in Six Months

27. What Can This Mean To You?

• Case Study - Detroit Division

• Personal Management Workshop Implementation Plan

• Target customers

• • CBR Customers

• • Sales Trending Down

• • Pipeline / Sales Blitz

• • Customers with difficulty paying bills

• • High Potential Prospects ( Conversion Targets)

• Results

• • 50 % to 60% of customer sign sales agreements (PVAs, etc)

• • 95% of the customers increase purchase levels with USF

• • 90% of Prospects (conversion targets) start buying form USF

28. How Do You Get Started

• Call us, Discuss your client needs, Fax us a menu

• Web Site https://usf.totalloyalty.com

• GOTO Meeting for your customers and sales teams

• Key Contacts

• • Sales

• • • Joe Welsh 888-289-1370

• • • Claire Finger 888-811-7544 x 4667

• • Client Solutions Coordinator

• • • Amy Deptula 888-811-7544 x 4538

• • • Fax # - 717-358-2588

29. And https:///usf.totalloyalty.com