1. June FP43 Dessert/Core Beverage Reconfiguration: Implementation Guide 4/8/10 1

2. FP43 Core Dessert & Beverage Menu Board Reconfiguration What Is Changing? You are being asked to update your Beverage and Dessert menu and hardware carriers in order to create more local promotional flexibility within sustaining category menus. This change provides increase promotional space in drive-thru to support the growing Dessert category during the 100 Days of Summer and beyond with McCafe Shakes. The National Recommendation is to switch menu placement of the Core Beverage Menu and Dessert Menu. The core Beverage Menu will now live in Column 1, under Happy Meal, and the Dessert Menu will live in bottom pocket of Column 2. These changes need to be implemented with the materials coming in the national June P.O.P. kit, in-store June 7 th for June 15 th display. If your market/restaurant is not getting the correct P.O.P., check and correct your restaurant profile with IMS at www.mcdpop.com 2

3. FP43 Dessert and Core Beverage Reconfiguration 3 Local Burger Line Promo Nat’l Trade Up Bkfst Platters FROM: FP43 May LayoutTO: FP43 June Layout For restaurants that have an alternative FP43 layout (3 or 4 column without flip or built-in C.O.D. Display), a junior Dessert Menu Carrier will be packed based on store profile, see appendix for layouts

4. 4 1.Install Translites into NEW Carriers 2.Install on Menu Board (Detailed Instruction Sheets will be posted with June McSource and packed in P.O.P. Kit) Local Burger Line Promo Nat’l Trade Up Bkfst Platters Insert in to Existing Pocket Col 2 Clip On Vertical Carrier This menu translites with built in carrier/riser replaces the previous separate clear-riser that lifted Desserts above Salads Col 2 Small McCafe Promo Translite Right Dessert Product/Promo Insert (Carrier holds up to 4 product inserts) Left Core Dessert Menu Translite Right Beverage Product/Promotion Insert Left Core Beverage Menu Translite

5. NEW Desserts Core Menu + Promotional Products New Column 2 Dessert Carrier gives more space to the Dessert Menu and provides more flexibility to support individual 4 th Flavor Desserts. Core Menu and Product Inserts will be sent to your restaurant based on the IMS profile (Additional inserts may be order through the 4 th Flavor Dessert program) Core Menu + Visual Example Core Menu + 4 th Flavor Visual Example 5 All Markets without 4 th flavor orders into IMS will receive Full “Snack Size McFlurry” Translite in June All markets with 4 th flavor orders into IMS will receive the ordered inserts for June 4 th flavor support

6. NEW Desserts Core Menu + Promotional Products (non Reese’s) Based on the market list submitted as No Reese’s after the Shrek program, the following represents the core Snack Size McFlurry inserts without the Reese’s flavor Core Menu + Visual Example Core Menu + 4 th Flavor Visual Example 6 All Markets without 4 th flavor orders into IMS will receive Full “Snack Size McFlurry” Translite in June All markets with 4 th flavor orders into IMS will receive the ordered inserts for June 4 th flavor support

7. Dessert Snipe Sheet Dessert snipe sheet with local options included in the June P.O.P. Kit, in-store June 7th

8. NEW Core Beverage Menu - Fountain New Column 1 modular carrier provides promotional space in the Beverage Menu Core menu and product visuals will be sent to your store based on your IMS profile A snipe sheet with additional beverage logos (including Dr Pepper) will be provided All Markets that have Dr. Pepper that have not ordered the new materials, since late last year will also be provided the new version of the MB2K menu strips with the updated flavor chip logos Core Menu + Product Insert ExampleLeft Core Fountain Menu Example Right Core Fountain Product Insert Example 8

9. NEW Core Beverage Menu - Bottled Markets Bottled Beverage Core Menu + Core Product Insert Example Left Core Fountain/Bottled Beverage Menu Example Right Bottled Beverage Core Product Insert Example 9 New Column 1 modular carrier provides promotional space in the Beverage Menu Core menu and product visuals will be sent to your store based on your IMS profile A snipe sheet with additional beverage logos will be provided Note: All Bottled Beverage markets have Dr. Pepper as core Fountain

10. Beverage Snipe Sheet Beverage snipe sheet with local options included in the June P.O.P. in-store June 7th

11. June FP43 Reconfiguration Packing List Element List: (based on IMS store profile) Drive Thru Beverage Category: Left Core Beverage Menu w/built in carrier-riser Right Core Product Insert Beverage Logo and Pricing Snipe Sheet Drive Thru Dessert Category: Col 2 1/4 th Promotional Translite: McCafe Frappe Col 2 Clip On Vertical Carrier Hardware (1) Left Core Dessert Menu Right Core Product Insert (s) Dessert Logo, Sizes and Pricing Snipe Sheet Estimated time to snipe and install 45 minutes Detailed Installation Instruction Sheet Program Timing: Kit arrives to stores: 6/7 Co-packed with June Burger Line (or Big Mac World Cup) & Breakfast Platter Trade-Up Translites Install Materials: 6/14 (end of day) Display Starts: 6/15 11

12. Appendix

13. FP43 Menu Board Layouts (Flip, Non Flip and Built In CODs) 13 Your Menu Board in May (remove translites) Your Menu Board in June A junior Dessert Menu carrier will be sent to stores with a limited Drive Thru Menu Board (3 or 4 without flip or COD) Local Burger Line Promo Nat’l Trade Up Bkfst Platters

14. 2010 4 th Flavor Dessert Online Order Form www.mcdpop.com www.mcdpop.com The 2010 National Merchandising Plan will continue to support all local markets with 4 th Flavor Dessert P.O.P. The plan and funding will provide the systemwide restaurants with FP43 Dessert Inserts and MB2K HPOP Inserts needed to support each markets’ 4 th Flavor Dessert calendars Importantly, we created a NEW online ordering process that eliminates the quarterly/monthly manual paper order form process. We have taken these advanced steps to deliver a streamlined approach that provides 4 th Flavor Dessert inserts automatically in the right monthly national P.O.P. Kit.

15. 2010 4 th Flavor Dessert Online Order Form www.mcdpop.com www.mcdpop.com Input your markets annual 4 th Flavor Dessert plan and the start date for each product Throughout the year, come back to this site, view what information has been entered, edit if necessary. Your markets submission will be utilized to generate IMS orders for the needed 4 th Flavor Dessert materials to be packed in the appropriately timed monthly P.O.P. Kits that they can count on receiving.

17. Instructions

18. 2010 4 th Flavor Dessert Online Order Form Step 1: Identify which dessert P.O.P. inserts your local co-op needs Step 2: Please enter the Co-op # and/or Store # Step 3: Please click the “check box” of the desired dessert menu item Step 4: Select Dessert Promotion Start Date from Calendar Step 5: Select In-Store Date (Dates of Nat’l POP Kits) Step 6: To create a Custom Order, please contact steve.thurston@ims-sww.com

19. Select Product In-Store Date Select Product Start Date Enter Co-op Number

20. Select Appropriate Nat’l P.O.P. Co-Pack