Selling Stuffed Chicken Entrées to the Noncommercial Foodservice Segment

Training Objective The Noncommercial segment of the Foodservice industry is defined as Beyond Restaurants (BR): foodservice in businesses and establishments where foodservice is an adjunct, support service rather than the primary purpose of the business. Beyond Restaurant foodservice is also known as onsite or noncommercial foodservice. Major sectors include schools, colleges, hospitals and other healthcare establishments, business and industry, lodging, recreation, military bases and corrections. Foodservice may be self-operated (directly supervised by the parent organization) or contracted to a foodservice management firm (FSM). This segment accounted for 34% of the overall Foodservice sales in 2012, with strong growth projected for 2013. Let this training guide help you be a part of this projected sales increase by providing you with facts about the many ways Stuffed Chicken Entrées can be a superlative fit in the Noncommercial Foodservice segment.

Selling Simplicity Ask these questions first: Who are the customers? Options include students, military troops, seniors, employees, business or hospital guests, income-subsidized, etc. What is the price point? A wide spread of food cost requirements exists even within a specific sub-segment. Do they work with % margins or $ contributions? The answer may affect their price points. How are they measured? Options include customer satisfaction, cost control, average daily participation, etc. What unique situations do these operators have? Doctors with discriminating tastes, nutritional requirements, cook and hold requirements, etc. 2

Stuffed Chicken Entrées are Ideal for the Noncommercial Segment Deliver customer satisfaction. Are always ready to go, with freezer to oven convenience. Maintain consistent food costs. Eliminate need for additional ingredients . Provide consistent cook and hold performance. Avoid menu fatigue with a wide range of flavor profiles. Overcome obstacles for operations with basic culinary skills. Meet any food budget with Good-Better-BEST price points. Minimize many food safety concerns. 2

A Price Point for All Needs* 4 oz. – Homestyle & Signature Supreme™ Premium Dark Meat Products 5 oz. – Homestyle & Signature Supreme Premium Seasoned Products 6 oz. – Signature Supreme Premium Breaded Products 7 oz. – Homestyle Products 8 oz. – Distinctions® Products 8 oz. and Carvers 6–7 oz. 4–5 oz. $ $$$ Cash Ops Catering Board Feeding Nursing Homes Employee Cafeteria Executive Dining Retirement Facilities * This is a generalization of price ranges; actual prices vary.

Resident/Patient/Troop Feeding Expand Your Focus Within Noncommercial Sub-segments Growth Targets Business & Industry Hospitals, Long-Term Care & Senior Living Military College & University Catering Employee Feeding Resident/Patient/Troop Feeding Cash Ops

Forecasted Growth Opportunities with Stuffed Chicken Entrées College & University = $14.9B Military = $13.8B

Business & Industry Large segment with solid growth and stable operators Operators must compete to keep people on-premise. The variety of flavors in this product line helps fight menu fatigue. Short notice Catering/Special Events usually means with no additional resources available. These value-added products are perfect when culinary talent in the kitchen is limited. The cook and hold properties of this product line are ideal for lunch service.

Healthcare: Hospitals Large per contact sales opportunity Most hospitals have multiple “operators” with distinct needs and budgets for multiple sales opportunities. Pricing and menu flexibility are perfect for the wide range of operations within a hospital. Typically the ratio of three employees per patient bed makes employee feeding a large opportunity. Attributes of this product line (easy to cook, great hold properties) are ideal for the hospital environment. Food is increasingly important in this competitive market.

Healthcare: Long-Term Care & Senior Living Strong growth potential with aging population Higher calorie and fat content provides a flavor profile that residents will eat to maintain weight and health. Seniors crave “comfort food.” Homestyle meat block is easy to cut and chew. “Gourmet” flavor profiles are great for special events, i.e. Senior Proms, visiting day, holidays, etc. Variety of formats offer serving sizes from 4 to 8 ounces.

Military Large per contact sales opportunity Eliminate many food safety concerns Freezer to oven preparation allows operators to respond to variable head counts. The cook and hold properties of this product line are ideal for lunch and dinner service. Soldiers are smart about eating, but still crave “comfort food.” Pricing meets Budgeted Daily Allowance (BDA) value, which is perfect for the wide range of operations within all military branches. Attributes of this product line (easy to cook, great hold properties) are ideal for varying environments.

College &University High value per contact Stable and growing sub-segment, providing long-term opportunities Multiple locations give greater opportunities. College students are smart about eating, but still crave “comfort food.” Self-ops are a large part of C&U, giving you visibility and introduction to the right contact points. Free Meal Program is an effective tool for this sub-segment.

Great Selling! ©2013 AdvancePierre Foods