National launch: “Get Real! Now available in Chicken ” 29 th March 2011

What’s New? Steers is launching the Get real! Burgers now in chicken. Why are we offering it? The success of the Get Real! beef burgers and consumer demand for a chicken variant. Why Chicken? Chicken is an extremely popular meat with the mass market of South Africa. It is important we have a value offering for this market in chicken. What’s in it for you? More accessibility /appeal to the mass market of South Africa Resulting in increased sales and feet in-store. What you need to do: Look out for your POS, you will receive this with the menu material that will reflect the April price increase. (you’ll start receiving the POS material from the w/c 21 March. Ensure that you stock up on chicken fillets & Get Real buns. Download new menus from 28 th March. Download the artwork for your till slip, if your system allows it. Look out for our TV ad, which will be running from 29 th March - 8 th May. Click Here for information about flighting times, if you’re interested.. Click Here Become a fan of Steers on Facebook, and check out more info Click here to visit the Steers Facebook page.Click here Train your staff by 28 th March and get them to try a Get Real Chicken Burger It’s easier to sell it if you’ve tried it and liked it!

CHICKEN BEEF * As per all the chicken burgers on the Steers menu the Get Real Chicken Burgers have mayonnaise as the sauce on the burgers * The Double Get Real! Burger has been discontinued from the range. This was a slow seller and we see an opportunity for up-sell to extra patty as a bigger opportunity.

NAMEDESCRIPTIONCOSTRSP Food Cost % GP % GET REAL! Chicken Burger 50g Chicken Pattie,50g seedless Bun, Mayo & Mayo sauce, Gherkins R 3.97R GET REAL! Chicken Cheese Burger 50g Chicken Pattie,50g seedless Bun, Mayo & Mayo sauce, Gherkins, cheese R 4.72R GET REAL! Chicken Cheese Burger & small Chips50g Chicken Pattie,50g seedless Bun, Mayo & Mayo, Gherkins, cheese, small chips R 7.48R EXTRA'S SINGLE 50g Chicken pattyWhen up-selling an extra pattyR 2.08R DURATRAN (Get Real panel ) this new range will be communicated on the Get real Panel. TILL STAND (place in tillstand grabs at counter) WOBBLER (To be placed on Get real duratran on bottom right hand side on the silver snapper frame)

TV COMMERCIAL We will be using the much loved “Gogo” TV ad again and changing the end to say now available in chicken. TIMING: 29 th March – 8 th May ( 6 weeks) CHANNELS: SABC 2, SABC 3, Mnet, and ETV TARGET MARKET: LSM 5-7 Please visit Steers on-line to view the full flight list for what channels the TV Advert as been booked against. Over 35 billboard sites around South Africa, targeting LSM 5-7, to communicate the launch of the GET REAL! Burgers NOW AVAILABLE IN CHICKEN the billboards will be up around the country from the 1 st April TARGETED AREAS: o SOWETO o JHB CBD o PTA CBD o CT CBD o KWA-MASHU o DBN SOUTH o UMTATA o MDANTSANE

A standard chicken breast is g, stores are required to half this breast when making a Get Real Chicken burger. 50g Chicken breast Grill the 100g chicken breast as per the current grilling procedure. Cutting in half Cut in half on order after grilling, as shown. When cutting, please ensure you have 2x similar sized pieces. Do NOT cut as you would for a Hero chicken. WHY?? The pieces will be too narrow and too long. If both pieces are not used, place the remaining half in the Bain Marie for later use. *Bain Marie holding time of 60 minutes to be strictly applied. PORTIONING Samples In order to get the “buy in” and commitment from your crew members, give your crew “tasters ”. It is much easier for crew members to sell suggest a product that they have tasted.

1 Is this a new Burger? This is the current Get Real! range which is now available to order in chicken.2 Can you order the Get Real! in a veggie patty? No, the Get Real! is only available in a 50g Beef patty and now a 50g Chicken fillet. 4 Can a customer order an extra chicken fillet?Yes, at a cost of an Extra Chicken Patty R Can a customer up-size their chips size from small to medium or large? Yes the customers can up-size to a medium or large portion of chips at an additional cost as follows: Up-size to Medium: R 4.00 Up- Size to Large: R Can you order a beverage with this offer? Yes, this will be an extra cost as per the normal cost of the beverage the customer orders. 7 Can you add extra cheese? Yes, if a customer wants extra cheese on this Burger this will be charged as an extra slice of cheese as follows: Extra Cheese R4.50 IMPORTANT DATES MARKETING POINT OF SALE ARRIVAL:w/c 21 st March LAUNCH IN-STORE :29 th March TV ADVERT FLIGHTING STARTS:29 th March

Mimi: