Famous Dave’s “Pit-mastering BBQ” Diana Purcel CFO

Share my career path as well as some lessons learned along the way Highlight the Famous Dave’s brand Encourage you to consider the restaurant industry as a viable career option Today, I plan to….

Grew up in Golden Valley, MN Robbinsdale Armstrong High School – class of 1984 Tulane University – BSM; concentration in accounting – class of 1988 Lives in Corcoran, MN …..Mother of 3: Brandon18 Laurel16 Blake 14 Diana Who?

Lesson #1 Understand what you bring ‘to the table’ “Sought and Brought” Theory

Biography in steps... Arthur Andersen & Co., (Supervisory Senior) Dayton Hudson Corporation (Target), (Senior Analyst) Sought: Large public company experience Exposure to senior leadership Brought: Banking experience Technical accounting expertise Ability to work in teams Strong work ethic

Lesson #2 Volunteer for the assignments or projects that no one else wants

Biography in steps... Dayton Hudson Corporation (Target), (Senior Analyst) Damark Corporation, (Dir of Reptg and Div Controller of Corp Planning and Reptg) Sought: Supervisory experience Responsibility for own cost center Brought: Public Company experience Large company retail experience Confidence in working with senior management and exposure CPA

Lesson #3 Find your ‘line’

Biography in steps... Damark Corporation, (Director of Reporting and Divisional Controller of Corporate Planning and Reporting) Paper Warehouse, Inc., (Controller/ CFO) Sought: Title Member of senior management Brought: Supervisory experience Retail experience An understanding of ‘my line’ CPA

Lesson #4 It takes years to build a reputation and seconds to lose it

Biography in steps... Paper Warehouse, Inc., (Controller/ CFO) Famous Dave’s of America, Inc., 2003-present (CFO) Sought: Operational exposure Board of directors interaction Investor relations experience Brought: CFO title Franchising experience Bankruptcy experience CPA

Lesson #5 Energy is everything… Find your passion!

Introduction Fortunately…Unfortunately

Famous Dave’s of America, Inc. Headquartered in Minnetonka, MN Develop, own, operate and franchise barbeque restaurants First restaurant opened in June 1994 NASDAQ: DAVE – went public in 1996

Famous Dave’s …at a glance early 2003 Entrepreneurially –run Counter Service Restaurants Board: Friends and family Franchisees: Former associates, single concept owners Management team to TAKE a company public Late 2003-today Professionally –run Full-Service Restaurants Board: Functional expertise Franchisees: Professional, multi concept owners Management team to RUN a public company

Famous Dave’s …at a glance Roseville, MN June 1996 Belaire, MD August 2010

Unfortunately

When I stepped in… No credibility in the financial community No confidence by franchise system Franchise system out-performing company restaurants 12.2 million shares outstanding, marginal cash Company-owned comparable sales decrease (3.0%) Accumulated deficit ($9,942,000) Net loss ($2,898,000) Diluted net loss per share ($0.25)

Fortunately

Financial Turnaround New executive team and founder steps out to take position with Bush administration Ceased corporate growth & developed real estate strategy Established Culture of Discipline & Invested in People and Systems Divestitures, impairments and closures Stock Repurchase Programs Commitment to being a public company Commitment to being a franchisor Commitment to sound corporate governance

Unfortunately

2008 at a glance December 2007 CEO leaves for personal reasons Stock decreases from $22.77 July ‘07 to $2.70 Dec ‘08 Activist investor files 13d Board member steps in as interim CEO Board heavily involved in day to day management vs oversight Franchisees concerned about personal investments New CEO starts April leaves September 2008 September 11, 2008 current President/CEO assumes leadership position……

The “Great Recession” 4Q 2008…. economy in shambles Foreclosures Unemployment Collapse of financial institutions Bail out of banks Loss of value in the stock market Consumer confidence at all-time low

Fortunately

Never waste a crisis…. Courageous Decisions Cleansed ourselves of the past Brought Dave Anderson back as the ‘face’ of the organization Took impairment charges on restaurants and/or closed underperforming locations and markets Defaulted certain franchise partners Reduction in force New executive team Narrowed the focus Strategic plan was a 6-12 month timeframe

Where is Famous Dave’s today and where are we going?

180 Restaurants in 37 states Company Restaurants Franchise Restaurants

Total restaurants 52 company-owned and 128 franchise- operated 2010 System-wide sales $471.6 million Franchise-operated Company-owned

Business Model Restaurant Sales* Dine-In: 69% To-Go /Catering: 31% * Fiscal 2010 ** Retail** CAGR: 16%

Dave’s Distinctions Scratch Cooking – Fresh every day, unlike competitor’s pre-prepared foods Smoked Meats – Slow cooked for up to 8 hours; no parboiling or baking 5 Regional Sauces – Tout our expertise in regional BBQ variations Product Innovation – Frequently updated menu; wide room for creativity Authentic Founder –Dave Anderson; gives us legitimacy Franchise model – Leveraging growth with experienced franchise candidates Off-premise Revenue Levers –“To Go” and catering sales compliment in-house dining Value –High quality food, distinctive atmosphere, superior service, competitive prices BBQ Expertise –25 years in BBQ R&D and methodology Rib Team –Traveling billboard

Award Winning & Segment Defining Just some of the Awards recently won…. Judge Memphis Rib Fest Best BBQ Daily Herald Reader’s Choice Chicago, IL 1 st Place – Ribs, Pork, Brisket Smokin’ on the Strip Barbecue Cook Off Branson, MO Best BBQ Best of Long Island Westbury, NY People’s Choice Best BBQ Safeway National Capital Barbecue Battle Best BBQ Reader’s Choice Minneapolis City Pages 1 st place – St. Louis- Style Spare Ribs Ultimate Rib Fest of SW Florida JP’s Bar-B-Que Over 500 Awards

External Brand = Internal Brand Brand Promise: Authentic, Genuine, Legendary Pit BBQ

Guest Experience “Like having good friends over for a backyard BBQ”

Guest Satisfaction

Comparable Sales = Company- Owned = Franchise- Operated

Revenue (in millions) * 53 weeks

Diluted Earnings Per Share * 53 weeks

NASDAQ: DAVE Strong board and executive team Real Founder – Real story Solid balance sheet and access to capital RAVING fans

Lesson #6 Be responsible for your own career

The Restaurant Industry A Great Career Opportunity Nearly ½ of all adults have worked in the restaurant industry at some point in their lives 80% of restaurant owners’ first job was an entry level position 88% of restaurant employees said restaurants often provide the opportunity to start at the bottom and move up to management Source: NRA

The Restaurant Industry – small businesses with a large impact Restaurant industry sales are projected to total $604 billion in 2011 = 4% of U.S. GDP The overall economic impact of the restaurant industry is expected to exceed $1.7 trillion in 2011 The restaurant industry is projected to employ 12.8 million jobs over the next decade, with employment reaching 14.1 million by 2021 Source: NRA

Lesson #7 Never stop investing in yourself or in your education – be a life learner

Lesson #8 No one can ever take your education away from you

Lesson #9 “Thank you” and “I’m sorry” are two of the most important words yet are the most infrequently used

Lesson #10 Start building your network now; be purposeful; make it a priority; and pay it forward

Thank Que….Que & A?