1. New Product Launch Presentation
August 2009

2. Introducing our NEW Posada Beef Enchilada, Red Chicken Jalapeno
Introducing our NEW Posada Beef Enchilada, Red Chicken Jalapeno Mini Taco’s and Butcher Boy Chicken Enchilada
Posada® Beef Enchilada #
Authentic Mexican dish loaded with Premium Shredded Beef, Mild Red Chili and wrapped in a Corn Tortilla. Add your own sauce to create a Signature Dish.
Red Chicken Jalapeno Mini Taco’s #
Ground Chicken and diced Jalapenos folded into a flavorful red stone ground tortilla.
Butcher Boy Chicken Enchilada #
Ideal product for our value conscience customers. Product is full of Chicken, Bell Peppers and Onions wrapped in a Corn Tortilla.

3. Mexican Category Facts
Enchilada dishes and servings have increased Year-Over-Year.
Given the prevalence of Mexican, Southwestern/Tex-Mex foods enchilada’s will continue to be a popular menu item.
Enchilada’s are being served in all dining segments from causal dining to quick service restaurants.
Operators are able to create a signature dish by adding their own sauce, cheese and spices to develop a mild to a spicy enchilada.
Products are microwavable for quick preparation
Made with premium chicken or seasoned beef
Enjoy the freshest ingredients and authentic spices in every bite

4. Posada Beef Enchilada FEATURES BENEFITS Item# #7171065
Pack 1/60 ct. Bulk
Piece Size 2.5oz
60 per case
Approx. Piece Cost $.63
FEATURES
Stuffed with Premium Shredded Beef
Mild Red Chili
Wrapped in a Corn Tortilla
BENEFITS
Traditional Mexican Dish
Fully cooked for ease of preparation
Made from scratch taste
Add your own sauce for a Signature Dish

5. Butcher Boy Chicken Enchilada
Item# #
Pack 1/90 ct. Bulk
Piece Size 1.75 oz.
90 per case
Approx. Piece Cost $.33
FEATURES
Chicken
Bell Pepper
Onion
Wrapped in Corn Tortilla
BENEFITS
Popular Mexican item
Fully cooked – no prep work or waste
Authentic taste
Add your own sauce for a Signature Dish

6. Red Chicken Jalapeno Mini Tacos
Item# #
Pack 4/4# Boxes
Piece Size .45 oz.
568 per case
Approx. Piece Cost $.13
FEATURES
Filled with Ground chicken
Distinctive blends of herbs and spices
Diced Jalapeno Peppers
Folded in a stone ground Red corn tortilla
BENEFITS
Zesty twist added to a bite-size taco
Fully cooked and easy to prepare
Multiple serving applications

7. Why Posada® Beef /Butcher Boy Chicken Enchilada’s and Red Chicken Jalapeno Mini Taco’s
Consumers are becoming more comfortable with spicier foods and find it offsets other flavors well
Increase meal offerings by adding zesty items to your menus
On-trend flavors and sizes
Great for sharing
Authentic taste with easy to prepare convenience

8. Where to Sell Posada®/Butcher Boy Enchilada’s and Red Chicken Jalapeno Mini Tacos
Mexican Entrees – Operator Segmentation
Full service restaurants are the largest user segments, followed by limited service restaurants.
Source: Technomic, Inc.

9. Butcher Boy Chicken Enchilada Red Mini Jalapeno Taco’s
How Profitable are Posada/Butcher Boy Enchilada’s and Red Mini Taco’s???
APPROXIMATE
OPERATOR COST
Butcher Boy Chicken Enchilada
Case Price
$24.00
After Distributor Markup (25%)
$30.00
Pieces Per Case 90
Price Per Piece
$0.33
Serving Per Portion 2
Price Per Portion
$0.66
Sauce/Beans/Rice
$1.00
Total Plate Cost
$1.66
Menu Price
$6.99
Contribution Per Plate
$5.33
Food Cost
23.70%
APPROXIMATE
OPERATOR COST
Red Mini Jalapeno Taco’s
Case Price
$57.00
After Distributor Markup (20%)
$68.40
Serving Per Case 51
Price Per Serving
$1.34
Serving Per Portion 11
Price Per Portion
Sauce/Garnish
$0.50
Total Plate Cost
$1.84
Menu Price
$6.99
Contribution Per Plate
$5.15
Food Cost
26.32%
APPROXIMATE
OPERATOR COST
Posada Beef Enchilada
Case Price
$30.00
After Distributor Markup (25%)
$37.50
Pieces Per Case 60
Price Per Piece
$0.63
Serving Per Portion 2
Price Per Portion
$1.26
Sauce/Beans/Rice
$1.00
Total Plate Cost
$2.26
Menu Price
$7.99
Contribution Per Plate
$5.73
Food Cost
28.30%

10. New Product Launch – Marketing Support
New Product Introductory Kits (marketing collateral & samples)
New Product Hot Sheet
Flash Media, Blasts
Operator BOGO Coupon Offer
Broker Sales Spiffs
New Product Presentation Template
Profitability Models
Custom Point of Sale – Table Tents, Buttons,
Posters, Danglers, Menus