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Gourmet Ravioli Training. Pasta Category  Windsor Foods is the largest manufacturer of frozen filled pasta in the U.S. including the Roseli and Bernardi.

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Presentation on theme: "Gourmet Ravioli Training. Pasta Category  Windsor Foods is the largest manufacturer of frozen filled pasta in the U.S. including the Roseli and Bernardi."— Presentation transcript:

1 Gourmet Ravioli Training

2 Pasta Category  Windsor Foods is the largest manufacturer of frozen filled pasta in the U.S. including the Roseli and Bernardi brands.  Italian food continues to be a very popular ethnic food. People love it as a comfort food.  The gourmet pasta category has a projected 7% annual growth rate  Pasta is easy to use. Boil it, sauce it and serve it.  Pasta is a versatile menu item.  Pasta is profitable.

3 Brand/Supplie r Total Foodservice Street* National Account* $MM Share (%) $MM Share (%) $MM Share (%) Windsor $11553% $7155% $4451% Joseph’s Carla’s Rich’s Marzetti All Other** Total$217100% $130100% $87100% By far, Windsor is the leading supplier of frozen filled pasta with 53% total market share. In the all category, there are numerous regional players who participate in the category. Sub-Category CAGR Nominal * Ravioli-3.0%2.5% Tortellini Gourmet Ravioli Manicotti/Cannelloni Lasagna Sheets Stuffed Shells-5.00 Specialty Lasagna Products 08.0 The filled pasta category was negatively impacted by sharp declines in FSRs and lodging, the two segments where the significant volume is found. Recovery is expected, especially in gourmet ravioli, tortellini and specialty lasagna products Pasta Category

4 Gourmet Ravioli Advantages Gourmet Ravioli’s have the highest quality ingredients with large particulates for a homemade appearance and superior texture Eye-catching colors, shapes and designs, filled with unique combinations of exciting flavors – a great signature dish for any operator These upscale offerings provide a higher contribution margin to the bottom line vs. steak or seafood Products are made with Durum flour and whole egg which provides for longer hold times with an al dente texture

5 CUTTING SAMPLES Bernardi® Ravioli (Gourmet) 70783Sicilian Sausage Triangle Ravioli 73994Veal (Osso Bucco) Triangle Ravioli 74866Jumbo Square Striped Pasta w/Cheese Filling Ravioli 70788Jumbo Tuscan Roasted Vegetable Ravioli 74865Jumbo Square Confetti Pasta w/Roasted Veg Filling Ravioli 74875Jumbo Square Striped Butternut Squash Ravioli 74858Jumbo Square Crab Ravioli 73769Jumbo Square Lobster w/Striped Pasta Ravioli 74867Jumbo Square Lobster Ravioli 73993Lobster & Shrimp Spotted Agnolotti Ravioli Bernardi® GRAND-i-OLI'S™ (Super Jumbo Hexagon) Cheese Grand-i-Oli's™ 70785Florentine Supreme (w/ Blue Chs & Grilled onion) Grand-i-Oli's™ Bernardi SPECIALTY 77071Lasagna Sandwiches (with cheese)

6 Jumbo Striped Cheese Ravioli FEATURES  Generously filled with creamy blends of ricotta, mascarpone, Romano & parmesan cheeses  Eye-catching stripes in red and green in yellow wheat pasta  Pasta is made with enriched durum flour and whole egg BENEFITS  High quality with authentic Italian appeal  Ideal as a signature dish, Upscale offering for any menu  Ready to cook - saves time and labor  Sealed edges prevent premium cheeses from weeping or running on the plate  Pasta/filling ratio gives you more value for your money Pieces per serving: 4 Price per serving: $2.60 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $3.10 Menu Price: $9.99 Contribution per plate: $6.89 Food Cost: 31% Profit per case: $ Code #: Pack: 2/3# bags Piece Size: 1.25 oz. Pieces per case*: 77 Price per piece*: $0.65

7 Confetti Roasted Vegetable Ravioli FEATURES  Roasted vegetables including red, green and yellow peppers, mushrooms, béchamel, cheeses and other flavorings  Rectangular shaped pillow of cream colored wheat pasta with green and orange spots  Pasta is made with enriched durum flour and whole egg BENEFITS  Upscale premium ravioli with exceptional ingredients full of flavor  Convenient and easy to prepare, saving time and labor  Great vegetarian offering  Pasta/filling ratio gives you more value for your money Code #: Pack: 2/3# bags Piece Size: 1.25 oz. Pieces per case*: 77 Price per piece*: $0.70 Pieces per serving: 4 Price per serving: $2.80 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $3.30 Menu Price: $10.99 Contribution per plate: $7.69 Food Cost: 30% Profit per case: $208.81

8 Striped Butternut Squash Ravioli FEATURES  Roasted butternut squash blended with creamy cheeses  Bright colored striped pasta in popular rectangle shape  Pasta is made with enriched durum flour and whole egg BENEFITS  Upscale premium ravioli with exceptional ingredients full of flavor  Fine-dining quality with home-cooked appeal  Convenient and easy to prepare, saves time and labor  Pasta/filling ratio gives you more value for your money Code #:74875 Pack: 2/3# bags Piece Size: 1.20 oz. Pieces per case*: 80 Price per piece*: $0.92 Pieces per serving: 4 Price per serving: $3.68 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $4.18 Menu Price: $10.99 Contribution per plate: $6.81 Food Cost: 38% Profit per case: $136.20

9 Veal (Osso Bucco) Ravioli FEATURES  Filled with braised veal, whole peeled Italian tomatoes, white wine, mirepoix of vegetables and freshly grated parmesan cheese  Unique and triangular in shape with sealed, serrated edges  Triangular shaped pillow of cream colored wheat pasta streaked with brown, made with enriched durum flour and whole egg BENEFITS  A traditional Italian entrée in a unique presentation  Convenient and easy to prepare, saves time and labor  Pasta/filling ratio gives you more value for your money  Ideal as a signature dish, upscale offering for any menu Code #: Pack: 2/3# bags Piece Size: 0.89 oz. Pieces per case*: 108 Price per piece*: $0.62 Pieces per serving: 5 Price per serving: $3.10 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $3.60 Menu Price: $11.99 Contribution per plate: $8.39 Food Cost: 30.03% Profit per case: $181.22

10 Crab Ravioli FEATURES  Mixture of rock crab, cheeses and savory spices  Eye-catching yellow wheat pasta with red confetti design  Pasta is made with enriched durum flour and whole egg BENEFITS  Upscale premium ravioli with exceptional ingredients full of flavor  Convenient and easy to prepare, saves time and labor  Fine-dining quality with home-cooked appeal  Pasta/filling ratio gives you more value for your money Code #: Pack: 2/3# bags Piece Size: 1.23 oz. Pieces per case*: 78 Price per piece*: $0.96 Pieces per serving: 4 Price per serving: $3.84 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $4.34 Menu Price: $12.99 Contribution per plate: $8.65 Food Cost: 33.4% Profit per case: $164.35

11 Lobster Ravioli FEATURES  Chunks of lobster enrobed in ricotta cheese & savory spices  Eye-catching yellow wheat pasta with parsley speckles  Pasta is made with enriched durum flour and whole egg BENEFITS  Upscale premium ravioli with exceptional ingredients full of flavor  Convenient and easy to prepare, saves time and labor  Fine-dining quality with home-cooked appeal  Pasta/filling ratio gives you more value for your money Code #:74867 Pack: 2/3# bags Piece Size: 1.28 oz. Pieces per case*: 75 Price per piece*: $1.06 Pieces per serving: 4 Price per serving: $4.24 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $4.74 Menu Price: $14.99 Contribution per plate: $10.25 Food Cost: 31.6% Profit per case: $184.50

12 Striped Lobster Ravioli FEATURES  Chunks of lobster enrobed in ricotta cheese & savory spices  Eye-catching yellow wheat pasta with black stripes  Pasta is made with enriched durum flour and whole egg BENEFITS  Upscale premium ravioli with exceptional ingredients full of flavor  Convenient and easy to prepare, saves time and labor  Fine-dining quality with home-cooked appeal  Pasta/filling ratio gives you more value for your money Code #: Pack: 2/3# bags Piece Size: 1.20 oz. Pieces per case*: 80 Price per piece*: $1.10 Pieces per serving: 4 Price per serving: $4.32 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $4.82 Menu Price: $14.99 Contribution per plate: $10.17 Food Cost: 32.15% Profit per case: $203.40

13 Lobster & Rock Shrimp Agnolotti Ravioli FEATURES  Appealing half-moon shaped wheat pasta dotted with light-red spots  Filling is a blend of lobster claw and knuckle meat, rock shrimp, light cream, and sherry wine reduction, onions and other flavorings  Pasta is made with enriched durum flour and whole egg BENEFITS  Great alternate seafood center of plate option  Upscale premium ravioli with exceptional ingredients full of flavor  Convenient and easy to prepare, saves time and labor  Ideal as a signature dish on any menu  Pasta/filling ratio gives you more value for your money Code #: Pack: 2/3# bags Piece Size: 1.14 oz. Pieces per case*: 84 Price per piece*: $1.19 Pieces per serving: 4 Price per serving: $4.76 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $5.26 Menu Price: $14.99 Contribution per plate: $9.73 Food Cost: 35.09% Profit per case: $204.33

14 Five Cheese Grand-i-oli® Ravioli FEATURES  Large hexagon shaped pillow of creamy pale yellow wheat pasta  Pasta is made with enriched durum flour and whole egg  Filling is a delicious blend of ricotta, mozzarella, provolone, parmesan, and asiago cheeses in a creamy bechamel sauce BENEFITS  Largest stuffed pasta in the industry, perfect for a signature dish  Versatile for a unique appetizer option, for lunch or dinner, or ingredient with another entree  Great Profit potential Code #: Pack: 1-10# bulk Piece Size: 3.50 oz. Pieces per case*: 45 Price per piece*: $0.99 Pieces per serving: 2 Price per serving: $1.98 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $2.48 Menu Price: Contribution per plate: $7.51 Food Cost: 22.5% Profit per case: $165.22

15 Florentine Supreme Grand-i-oli® Ravioli FEATURES  Large hexagon shaped pillow of creamy pale yellow wheat pasta speckled with parsley  Pasta is made with enriched durum flour and whole egg  Filling is a delicious blend of ricotta, spinach, blue cheese, parmesan, mozzarella and seasonings in a creamy white sauce BENEFITS  Largest stuffed pasta in the industry, perfect for a signature dish  Versatile for a unique appetizer option, for lunch or dinner, or ingredient with another entree  Great Profit potential Code #: Pack: 1-10# bulk Piece Size: 3.50 oz. Pieces per case*: 45 Price per piece*: $0.99 Pieces per serving: 2 Price per serving: $1.98 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $2.48 Menu Price: Contribution per plate: $7.51 Food Cost: 22.5% Profit per case: $165.22

16 WHAT IS…….

17 TRAINING ….  What is FLAVORS OF ITALY™  Why – Research  How to Sell it  Where to Sell it  Promotional Support and Incentives

18  Pasta items that reflect their place of origin /True taste reflection of the region  Regional ethnic cuisine can be tailored to fit American menus  Mintel expects regional ethnic influences to emerge on the menu  Regional ethnic cuisine is 17 th overall trend and #1 ethnic cuisine and flavor trend (NRA “What’s hot in 2010” – Chef Survey)  The incidence of geographical claims has been on a steady increase since 2006 with it’s largest growth in 2009 Bernardi introduces: Mintel menu insights Feb 2010

19 WHAT - POSITIONING  Authentic line of “regionally inspired” gourmet pasta products that offers a distinctive culinary point of view and makes it easy for the operator to: 1.Offer genuine Italian culinary traditions with true flavors 2.Implement a Turnkey menu LTO program  Inspirations of Italian Regions – (Sicily, Tuscany, Naples)

20 - SUBBRANDING- – We have branded the line to put our signature on the “concept” and idea. This name will deliver an expectation of authentic, Italian regional inspiration. – SELL TIP #1:: When selling - Always lead with “Flavors of Italy” Portfolio This will ensure that the initial thought and throughout sell opportunity is of the PORTFOLIO of items, not just one or two items

21 MARKETING/SALES OPPORTUNITY  Solution based program for the operator to take the guess work out of menuing  Trademark the program so that it can become a recognized solution  Teaching opportunity about the dishes, wines and regions to appear to be the “Italian” expert on authenticity  Provide sauce, wine pairings with each option to further the solution and offer a value added benefit  Great opportunity to capitalize on our “secret weapon” of Italian authenticity in Sam – to further enhance our credibility on a deeper culinary level during application development and field support

22 22 Menu Examples with ‘Italian’ Geographical Claims  Linguini with Clams: Imported Italian linguine tossed with fresh clams and scallions, in your choice of garlic and oil, white wine cream or marinara sauce. (Carrabba’s Italian Grill)  Portobella Mushroom Ravioli: Rosemary ravioli filled with Portabella mushrooms, herbs and cheese, tossed with imported Italian tomatoes, fresh basil and garlic or garlic-Parmesan cream sauce. (California Pizza Kitchen)  Sicilian Spaghetti & Meat Balls: Top the Sicilian Spaghetti with a couple of plump meatballs and you have a taste sensation that can satisfy any hunger. (Cassano’s Pizza King)  Pappardelle Al Pesto: Ribbon pasta tossed with diced potatoes, roasted pine nuts and asparagus tips in a genovese pesto sauce. (Fiore Restaurant)  Pollo Greco: Charbroiled chicken breast tossed with cracked black pepper, pepperoncini's, black olives, red bell peppers and roma tomatoes. Tossed in a Mediterranean garlic wine sauce with penne pasta, garnished with feta cheese. (Bellini’s Ristorante and Grill)  Malloreddus al Ragu di Cinghiale: Traditional Sardinian tear drop pasta, served with wild boar ragu. (Arcodoro Pomodoro) Source: Menu Insights

23 THE PORTFOLIO

24 INITIAL PORTFOLIO  We decided to go with a varied approach so that the portfolio offered something for everyone and in the case that the operator decides to use as an LTO, the items are varied enough that his/her menu gives the customers a well rounded gourmet pasta experience. – SELL TIP #2: Continually push the LTO concept – – Great way to induce trial, attract new customers, excite current customers and create a sense of urgency to purchase with the Limited Menu time

25 PRODUCTS: NAPLES MARGHERITA PIZZA GIANT TORTELLONI – This pizza was started in Naples when Queen Margherita visited Naples and they created a pizza in her honor – our pasta honors this popular pizza variety TUSCAN ROASTED VEGETABLE RAVIOLI – simplicity is key to Tuscan cuisine – ours features nice simple blend of full roasted vegetables and cheeses, light spices SICILIAN SAUSAGE RAVIOLI– Sicilian cuisine is heavy meats among other things – our pasta utilizes a slightly spicy Italian sausage with Marinara and a blend of Italian cheeses and spices.

26 Naples Margherita Pizza Giant Tortelloni FEATURES  Mozzarella, Parmesan cheese, fresh peeled tomatoes, basil and oregano  Generously-stuffed oversize ring-shaped pasta with fresh basil flecks  Pasta is made with enriched durum flour and whole egg  Classic pizza transformed into a pasta BENEFITS  Popular flavor profile served a different way  Formed to allow sauce to penetrate and coat each piece  Unique exciting plate presentation for a signature dish at any operator  Convenient and easy to prepare saving time and labor Code #: Pack: 2/3# bags Piece Size: 0.94 oz. Pieces per case*: 109 Price per piece*: $0.52 Pieces per serving: 5 Price per serving: $2.60 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $3.10 Menu Price: $10.99 Contribution per plate: $7.89 Food Cost: 28.21% Profit per case: $172.00

27 Tuscan Roasted Vegetable Ravioli FEATURES  Roasted vegetables including red, green and yellow peppers, mushrooms, béchamel, cheeses and other flavorings  Rectangular shaped pillow of cream colored wheat pasta with green and orange spots  Pasta is made with enriched durum flour and whole egg BENEFITS  Upscale premium ravioli with exceptional ingredients full of flavor  Convenient and easy to prepare, saving time and labor  Great vegetarian offering  Pasta/filling ratio gives you more value for your money Code #: Pack: 2/3# bags Piece Size: 1.23 oz. Pieces per case*: 78 Price per piece*: $0.69 Pieces per serving: 4 Price per serving: $2.76 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $3.26 Menu Price: $10.99 Contribution per plate: $7.73 Food Cost: 29.66% Profit per case: $150.74

28 Sicilian Sausage Ravioli FEATURES  Triangular shaped pillow of cream colored wheat pasta with orange spots  Pasta is made with enriched durum flour and whole egg  Filling is a zesty blend of sausage, cheeses, tomato sauce, vegetables, and flavorings. BENEFITS  Unique plate presentation, ideal for a signature dish on any menu  Upscale premium ravioli with exceptional ingredients full of flavor  Convenient and easy to prepare, saves time and labor  Pasta/filling ratio gives you more value for your money Code #: Pack: 2/3# bags Piece Size: 0.80 oz. Pieces per case*: 120 Price per piece*: $0.51 Pieces per serving: 6 Price per serving: $3.06 Sides/Sauce/Garnish*: $0.50 Total Plate Cost: $3.56 Menu Price: $12.99 Contribution per plate: $9.43 Food Cost: 27.41% Profit per case: $188.60

29 PORTFOLIO SUMMARY Margherita Pizza VegetableSausage/ Peppers Region/WineNaplesTuscanySicily Pasta CarrierGiant TortelloniLarge Sq. RavioliTriangle Ravioli Unique Pasta feature Basil flecksGreen/Orange specksRed spots Featured ingredients Mozzarella, roasted and whole tomatoes, basil Caramelized onion, red/green/yellow bell peppers, Portobello/champigno n mushrooms Italian sausage, yellow and red bell peppers, caramelized onions Size each0.94 oz1.25 oz0.80 oz Cost each to operator $0.52 each$0.68 each$0.51 each SELL TIP #3: Show product in the following order: Giant Tort, Tuscan Veg, Sicilian Sausage

30 Italian is the 2 nd most popular cuisine type behind Traditional American in terms of total food items on a menu and when asked what kind of cuisine do you order most (Mintel menu insights 5/2009) Our goal is to marry conventional ingredients with contemporary touches Regional ethnic trends emerging- people love to feel that can explore the world through flavor Research has seen regional ethnic cuisine emerge through increasing use of geographical claims As restaurants look to diversify Italian menu items, they need to look at the regions of Italy closely to find regional specialties ( Mintel insights, 2/2010) Casual Dining Restaurants represent the bulk of regional menu claims with 36% share. WHY…summarized

31 Pricing and filled pasta on the menu When broken down by dining type, it is easy to see that filled/stuffed pastas command a higher price point on the menu, giving operators an opportunity to boost check averages. On average, filled/stuffed pastas cost an average of $1.74 more than non filled/stuffed pastas on the menu, irrespective of dining segment. * Mintel 2009

32 PRODUCTWGTCOST/PC Confetti Veg Ravioli1.25 oz.$0.70 NEW Tuscan Veg Ravioli1.25 oz$0.69 Striped Cheese Ravioli1.25 oz.$0.65 NEW Naples Marg.Pizza Giant Tort0.94 oz.$0.53 NEW Sicilian Sausage Triangle0.80 oz.$0.51 Reg Beef Tortelloni0.36 oz$0.10 Reg Cheese Tort0.16 oz.$0.04

33 THE "PLAN"…..

34 THE ‘PLAN’ The new line features authentically inspired pastas from the various regions in Italy, each known for its own distinctive wines, ingredients and flavors We will “educate” the operator/distributor on the regions and suggest pairings of wines and sauces This suggestion will provide a turnkey solution for the operator and we will be viewed as the “expert” in the category We will take the unique flavor profiles from each of the regions and create innovative, delicious, appetite-appealing pastas menu application suggestions from our own “Italian Chef Sam” Ultimately showing operators how they can add a variety of different sauces and wines to pair with, making the Bernardi FLAVORS OF ITALY come to life!

35 HOW:  How to Sell it  Compete against the larger National Chains– rotationally or periodically introduce these new featured items and promote internally to get customers in the door  Turnkey Solution – use our ideas and materials  Piecemeal Turnkey – use our products and pairing suggestions, your sauce –customize materials* Special menu symbol to denote inspiration

36 HOW:  Where to Sell it  Italian Casual Dining  American Casual Dining  Casual / Upscale Bars – late night menu, bar menu, appetizer  Regional Chains – present concept, make it their own  College and University – kiosks, themed days  Business and Industry – themed days – SELL TIP #5: These items are very versatile – can be used not just for entrees but for, cold salads, small plates, bar menus – great with wine happy hours!

37 SELL TIP SUMMARY  SELL TIP #1: When selling - Always lead with “Flavors of Italy” Portfolio This will ensure that the initial thought and throughout sell opportunity is of the PORTFOLIO of items, not just one or two items  SELL TIP #2: Continually push the LTO concept – – Great way to induce trial, attract new customers, excite current customers and create a sense of urgency to purchase with the Limited Menu time  SELL TIP #3: Show product in the following order: Giant Tort, Tuscan Veg, Sicilian Sausage  SELL TIP #4: These are very conservative at $9.99…point out that Gourmet pasta generally menus upwards of $13-$15 per plate  SELL TIP #5: These items are very versatile – can be used not just for entrees but for small plates, bar menus – great with wine happy hours

38 PROMOTIONAL SUPPORT I.BROCHURE II.BOGO III.MERCHANDISING IV.RECIPES V.Branded PACKAGING VI.NEW WEB PAGE: of Italy

39 PROMOTIONAL SUPPORT

40 Specialty Pasta

41 Cheese Lasagna Sandwiches FEATURES  Savory cheese filling layered between two sheets of wheat pasta  Pasta is made with enriched semolina  A three cheese filling of ricotta, mozzarella, and Romano  Filling is a savory blend of cheeses and spice BENEFITS  Versatile - Great for individual lasagna served with operators special sauce or unique signature recipes  Can be served plain with sauce or upscale with eggplant, salmon, or other protein  Ready to cook - saves time and labor Code #: Pack: 1/50 ct. bulk Piece Size: 3.50 oz. Pieces per case*: 50 Price per piece*: $0.72 Pieces per serving: 2 Price per serving: $1.44 Sides/Sauce/Garnish*: $1.00 Total Plate Cost: $2.44 Menu Price: $9.99 Contribution per plate: $7.55 Food Cost: 24.4% Profit per case: $188.75

42 Q2 ITALIAN PROMOTION Category:Italian Promotion Offer:2-Tier Sales Promotion Timeline:April-June 2012 Maximum:$2,500 Minimum:$0 Details:Tier 1-Achieve Gourmet Pasta or Total Pasta Goal (all brands) and receive an ipad Tier 2-Achieve your second goal either Gourmet Pasta Budget or Total Pasta Budget goal and receive $2,000 Total Promotion payout potential $2,500 per broker (i-pad plus $2k for achieving both goals)

43 Q2 ITALIAN PROMOTION CategoryBernardi, Posada & Fred's Offer: Buy One Get One Free Timeline: July 1, June 30, 2012 Maximum: $100 Minimum: Must purchase 2 cases minimum to qualify* Details: Only the products listed below qualify This promotion is valid for new customers only See the BOGO for more details SKU's: Italian Sausage w/Confetti Pasta Triangle Ravioli Chicken Nacho Bite Tuscan Style Roasted Veg w/Confetti Ravioli Spicy Steak & Cheese Mini Taco Naples Margherita Pizza Sytle Tortelloni Blazin' Fire Rings Chile Relleno


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