1. 1 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Mintel Foodservice: Menu Insights

2. 2 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Presentation Menu Menu Insights – Value – Methodology – Capabilities Points of Differentiation – Trend Spotting Other Foodservice Capabilities

3. 3 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Mintel Menu Insights: Your Recipe for Success Mintel Menu Insights redefines restaurant menu data to give you the information you need to revitalize your menu analysis the way you want it — and fast! With Mintel Menu Insights, you will gain the vital menu knowledge you need to support and drive your business towards success.

4. 4 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Mintel Menu Insights: Value Instant analysis – Mintel Menu Insights gives you the tools and knowledge to develop the foodservice intelligence you need for success Track trends and innovation – Pinpoint analysis on ingredients, flavors, preparations, claims and pricing to reveal trends Stay ahead of the competition – Analyze national and regional food and beverage menus updated on a quarterly basis to identify trends and opportunities within your marketplace Generate new marketing ideas and sales opportunities – Explore foodservice innovations with access to monthly expert reports and trend reviews driven by analysis derived from 580 US operators with over 2,600 restaurant menus Validate decisions – Get the up-to-date information you need for confident and successful concept and strategy developments

5. 5 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Mintel Menu Insights: Benefits Visual – Mintel Menu insights brings data to life with its instant charts and graphs that let you see and present the data easily Easy to use – With just a few clicks of the mouse you are on your way to presentable restaurant menu analysis Universal – Sales, marketing, R&D, product developments…no matter your role, you will gain knowledge from Mintel Menu Insights to better your work Customizable – Dashboards are customizable to your project needs Interactive – Dashboards and widgets were designed for you to explore the areas of the menu you are interested in and spot ideas outside your traditional scope Actionable – Mintel Menu Insights delivers presentation ready tables and charts that can be downloaded into PowerPoint with one click Insightful – With the addition of Mintel Menu Insight’s Monthly trend reports, mini-trends and integrated access to Mintel Oxygen Reports, you get a holistic view of the latest menu and restaurant foodservice trends

6. 6 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Mintel Menu Insights: Methodology Coverage – 580 Restaurant Operators with over 2,600 menus and 1.5 million menu items 355 Chain Restaurants – Selected by number of restaurant units – 5 restaurants are leading buffet operations 50 Regional Chains – 50 chains of the 350 chains are tracked in 4 key cities to monitor regional differences: Chicago, Atlanta, Los Angeles and New York List includes both top-tier national accounts located in the 4 regions 25 Beverage Operations – List includes both 15 top-tier national coffee houses and smoothie operations and independent Bar operations 10 Bar menus (2 from each city: Chicago, New York, Atlanta, Los Angeles and Miami) 200 Innovative Independent Restaurants – 150 Independent Restaurants Fast food to Fine dining, selected across the country by cuisine type and census region – 50 Independent Top Chef Restaurants Fine dining independent restaurants that are selected by innovation through a website called chef2chef.com, James Beard award winners and other measures of excellence and innovation

7. 7 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Mintel Menu Insights: Methodology Menu Collection – Field Associates Mintel’s primary source of menu collection is through the use of Mintel’s field associates – One per quarter Mintel's field associates visit restaurant menus to capture photos of inside and outside menu boards and/or obtain physical copies of the all restaurant menus available at the operation (breakfast, all day, dinner etc) The field associated is instructed to collect the menus from the same location each quarter to ensure price and menu item change accuracy Field associates are used for menu collection of all chain casual dining operations and regional operations to ensure complete beverage menu coverage and true regional trend respectively – Faxes Mintel will also obtain menus through direct faxes from the operation – Internet The internet is used in 3 ways 1.Independent menus are primarily obtained through the internet because of the level of detail provided and frequency of update 2.The internet is used to capture national LTO’s (limited time offers) and to compare menus obtained by Mintel field associates 3.Mintel will use the internet to update chain restaurant menus if it has been proven that the menu had prices and is regularly updated – Other Mintel Menu Insights production employees will phone the operation if vague information is written on the menu, for a list of fountain beverages and for pricing when needed Mintel Menu Insights also keeps track to new menu items added throughout the quarter by way of media announcements

8. 8 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Mintel Menu Insights: Breadth and Depth Analysis Points Food and Beverage Ingredient Filters Ingredients Flavor of ingredient Preparation of ingredient Geographical claims Marketing claims Nutritional claims Plate component Usage of ingredient Nutritional claims Brand of ingredient Restaurant Restaurant Classification Restaurant Segment Restaurant Name Restaurant Cuisine Type Specific Region Filters Menu city Food and Beverage Menu Item Filters Menu item name General menu claims Menu section Menu item dish Serving temperature Cuisine type Menu type (day part) Location on plate Size Menu item type Date All menu items New Changed Deleted Price change Quarter Restaurant Distribution Filters State Restaurant chain size Region (restaurant units only) Number of restaurant units Restaurant Beverage Only Filters Beverage flavor Beverage preparation Beverage type Alcoholic or non-alcoholic beverage output

9. 9 © 2009 Mintel International Group. All rights reserved. Confidential to Mintel. Mintel Menu Insights: Points of Differentiation Quarterly Updates Structured Data Website Functionality Foodservice Reports Proactive Account Management

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