1. Wake up Doubletree Breakfast Competitive Analysis

2. PURPOSE: To determine the best price index for breakfast that analyzes the competitive set, to determine price points that will lead to increased capture rates and guest satisfaction while determining the optimum balance of revenue generation and profit margin. 2 Wake up Doubletree Breakfast © 2010 Hilton Worldwide Confidential & Proprietary

3. OVERVIEW STEP ONE: COMPETETIVE SET COMP ANALYSIS: Refer to the instruction sheet for the COMP SET. The COMP SET will illustrate the position of your property's pricing vs. all probable options. The review can be done in terms of: all options or it may be refined to a choice of one of two categories: comp set hotels full service restaurants Your property's pricing is benchmarked to medians, averages and percentage higher or lower in relation to the average. Use the COMP SET analysis to consider what price the buffet, a la carte and side items may be set at to increase capture rates. Often the a la carte full breakfast (eggs/breakfast meat/toast/potato) serves as a good benchmark for pricing. Also, a guest will “trade up” from a full breakfast to a buffet option if there is perceived value on the additional expense. Therefore the buffet option should provide a tempting alternative based on the perception of enhanced selection for a nominal price difference. 3 © 2010 Hilton Worldwide Confidential & Proprietary

4. COMP SET 1)Begin by entering items that are sold for breakfast. Put the buffet first, followed by other breakfast entrée items in the entrée section. 2)Enter sides and beverages in the section below the entrees section. 3)Put your property or restaurant name in the box under “YOUR PROPERTY” 4)Enter the names of all of your probable competitors in the boxes to the right of where you entered the name of your restaurant. There are twenty entry spots although you will probably not use that many. 5)Above the name of each competitor is a pull down box. Choose the appropriate category from either COMP SET HOTEL, FULL SERVICE REST., QUICK SERVICE REST. 6)Enter the prices of each item that is appropriate for each competitor. 7)Use the pull down box under ‘ENTER TYPE OF COMPETITION METRIC” to choose from either ALL, COMP SET HOTEL, FULL SERVICE REST., QUICK SERVICE REST. 8)The MEDIAN, AVERAGE, VARIANCE FROM AVERAGE, and % (in relation to average) are displayed for the competitive set. 9)This information is critical in understanding market competitiveness and possible price points. 4 © 2010 Hilton Worldwide Confidential & Proprietary

5. COMP SET 5 © 2010 Hilton Worldwide Confidential & Proprietary