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Sara Lee Foodservice 

3500 Lacey Road

Downers Grove, IL 60515 

NewsFOR IMMEDIATE RELEASE

Ashley La Croix, Sara Lee Foodservice, +1.630.598.8732Jeremy Berrington, O’Malley Hansen Communications, +1.312.377.0630

SARA LEE FOODSERVICE INTRODUCES DESSERT MENUVISIONSM TO HELP

OPERATORS INCREASE DESSERT-DRIVEN PROFITS

Online optimization tool offers operators customized insights on products and profit potential to

help feed their bottom lines

Downers Grove, Ill. (March 2, 2011) – Sara Lee Foodservice, a leading supplier of bakery

solutions, today announced the release of its proprietary Dessert Menuvision toolbox, an

interactive online platform that provides operators with custom solutions to help enhance their

dessert offerings for increased sales and patron satisfaction.

“Operators are looking to industry leaders like Sara Lee Foodservice for insights into consumer

behavior,” said Jason Katzman, general manager, Sara Lee Foodservice bakery unit. “As the

category leader in desserts, we were in a great position to develop an effective tool to help

operators boost dessert performance by increasing sales, profits and traffic.”

The development of  Menuvision was a cross-functional effort across the areas of sales, marketing

and consumer and operator insights. Through extensive research, focus groups and data analysis

– including proprietary research studies developed with foodservice operators, full-service

restaurant waitstaff and consumers – the team identified several areas of opportunity for

operators to enhance dessert performance, including product assortment, dessert presentation andlimited time offerings (LTOs).

-more-

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Sara Lee Foodservice Introduces Dessert Menuvision to Help Operators Increase Dessert-

 Driven Profits - Page 2

One key component of the Menuvision toolbox is the Dessert Menu Optimizer, an online guide

to help operators determine the right dessert assortment for their restaurants. Developed in

collaboration with trusted industry partner Datassential, the Dessert Menu Optimizer uses

information provided by operators, such as their restaurant’s dessert sales and menu composition,

to calculate a menu’s “Appeal Level” – a ranking determined by the percentage of patrons likely

to find a dessert they will love on the menu. The metrics for Appeal Level ratings are based on a

survey of more than 2,000 consumers nationwide. After calculating a dessert menu’s Appeal

Level, the Dessert Menu Optimizer will then suggest options to raise the menu’s score by

shifting the mix of dessert offerings.

“Something as easy as adding a cheesecake or key lime pie can greatly enhance a menu’s Appeal

Level and, ultimately, the restaurant’s profits,” said Katzman. “The Dessert Menu Optimizer

uses a wealth of data to provide simple solutions for operators to ensure they are getting the most

out of their dessert menus.”

 Menuvision offers several other tools such as the Dessert Menu Layout/Design Guide which

outlines the principles of page layout, descriptive language and lighting for dessert photos as

well as the LTO Profit Guide, which helps operators update their menus with a rotation of 

seasonal favorites throughout the year to drive additional sales.

Other Menuvision features include:

•  Smaller Portions Guide

•  Waitstaff Training Guide

•  Dessert Merchandising Guide

•  Dessert Promotion Calendar Guide

•  Dessert Customizing Guide

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Sara Lee Foodservice Introduces Dessert Menuvision to Help Operators Increase Dessert-

 Driven Profits - Page 3

“ Menuvision represents our commitment to delivering insights-based strategies and tactics to the

foodservice operator,” said Mark DiDomenico, director, insights and strategic planning for Sara

Lee Foodservice. “With our extensive resources around consumer and operator research we have

created a platform to deliver category growth for the industry.”

About Sara Lee Corporation

Each and every day, Sara Lee (NYSE: SLE) delights millions of consumers and customers

around the world. The company has one of the world’s best-loved and leading portfolios with its

innovative and trusted food and beverage brands, including Ball Park, Douwe Egberts, Hillshire

Farm, Jimmy Dean, Sara Lee and Senseo. Collectively, our brands generate nearly $9 billion in

annual net sales from continuing operations. Sara Lee has approximately 20,000 employees in its

continuing operations worldwide. Please visit www.saralee.com for the latest news and in-depth

information about Sara Lee and its brands.

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