Glassware Matters… 1. Casual Dining Signature Glassware From Brewtus, to The Duke, to the Bloke, to Big Daddy – signature glassware offers a point of.

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Presentation transcript:

Glassware Matters… 1

Casual Dining Signature Glassware From Brewtus, to The Duke, to the Bloke, to Big Daddy – signature glassware offers a point of differentiation, brand reinforcement and trade up selling opportunities.

Casual Dining Signature Glassware

BM Belgium White Branded Glassware Trends Observations: On average, stores sold an additional ½ of a keg per month Chain buyer confirmed that their beer category did grow dollar sales during the test This average coincides with similar signature glassware tests with Peroni in 2011 Insights: Signature Glassware does drive incremental volume without the need to reduce the price of the draught beer MC Margin Minder: 15 wk comparison - July 1 – Oct 13 vs. Mar 17 – Jun 30

Branded Glassware Margin Implications # of ounces per keg1,984 ounces Incremental.5 Keg/mo (per velocity results from test) 992 ounces Incremental 16oz draughts (992oz / 16oz draughts) 62 servings $3 Profit per Glass (75% margin on $4 retail) $2,232/yr profit/store Results and Observations: Based on this test, stores would realize $186/mo or $2,232/yr in incremental GM$ utilizing Blue Moon branded glassware. $991,008 incremental gross margin company wide. (444 outlets) This incremental margin can help off-set commodity and other restaurant related costs

Multiple Concept – Peroni Branded Glassware 6 Glassware increased velocity by 46 to 70 % during test window Brand C = 8 month test Brand M = 14Wk test Timing: 2011 and 2012

Peroni Glassware Financial Impact 7 Glassware increased velocity also delivers increased margins

Branded or Signature Glassware Delivers: 8 1)An enhanced and more memorable experience 2)Allows for feature programming at full price and full margin 3)Differentiates you from your competitive set 4)Reinforces your brand positioning 5)Drives higher quality cues, thus improving Guest Satisfaction 6)Increased velocity and PPA; higher revenue and margin