Embed Size (px)
Citation preview
A Message from Eric Frye
The Chicken Philly promotion has come to an end, and we increased sales in every zone in 2012 with an overall increase of 4% over 2011. As the clear leader in the Philly category, let’s build on this momentum into 2013! AdvancePierre is a solution-based provider for our customers. We offer the broadest variety of Philly products—more than all of our competitors—ranging from the most premium quality to value positioned items. We can offer solutions for all dayparts. Whether it’s a breakfast burrito, a Philly sandwich at lunch, nachos for a snack or a pizza for dinner, APF has the answer to increase our customers’ sales and profits. I hope you are as excited as I am about the opportunity to grow our Philly category sales in 2013 and beyond.
Great Selling!
2012 Chicken Philly Promotion ResultsSummary • Chicken Philly volume increased 122,370 pounds in 2012, an increase of 4% over 2011. • The Chicken Philly Buy 1 Get 1 (BOGO) Promotion started June 1, 2012, and ended December 31, 2012, having run seven out of the twelve months during fiscal 2012. • The 4% volume increase fell short of our goal of a 5% increase for the year. • The promotional period provided a lift when compared to the pre-promotional period (January through May). - During the pre-promotional period, Chicken Philly was only up 2% versus prior year. The great news is once the promotion started in June, Chicken Philly sales volume increased by 5% over 2011, more than doubling the growth rate. • The average monthly increase of 14,158 pounds during the promotional period was 204% over the 4,659 pound average monthly increase during the pre-promotional period.
January 17, 2013 • Volume 2 • Edition 3
AdvancePierreFoodserviceFOCUS
1 2 3 4 5 2011 197,393.06 288,003.88 373,185.56 301,967.88 237,905.63
2012 225,037.69 272,930.38 355,422.81 314,114.71 254,262.34
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Chicken Philly Sales, Lbs., P1-‐P5 Pre-‐Promo9on Period
P1-‐P5 Growth 2011 lbs. 1,398,456 2012 lbs. 1,421,767 Increase 2%
Results
P6-‐P12 Growth 2011 lbs. 1,967,066 2012 lbs. 2,066,520 Increase 5%
6 7 8 9 10 11 12 2011 318,462.25 224,725.38 280,676.81 344,507.06 248,728.13 259,659.31 290,307.00
2012 333,588.45 241,671.40 277,029.58 378,533.86 264,812.44 257,769.17 313,115.13
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Chicken Philly Sales, Lbs., P6-‐12 Promo9on Period
Results
P1-P5 Growth2011 lbs. 1,398,456
1,421,7672%
2012 lbs.Increase
P6-P12 Growth2011 lbs. 1,967,066
2,066,5205%
2012 lbs.Increase
New Box DimensionsLength 12.75000
9.75000
15.000009.00000
3.75000WidthHeight
TieHigh
Old Box DimensionsLength 12.37500
9.87500
15.000009.00000
4.62000WidthHeight
TieHigh
P1-P5 Growth2011 lbs. 1,398,456
1,421,7672%
2012 lbs.Increase
P6-P12 Growth2011 lbs. 1,967,066
2,066,5205%
2012 lbs.Increase
New Box DimensionsLength 12.75000
9.75000
15.000009.00000
3.75000WidthHeight
TieHigh
Old Box DimensionsLength 12.37500
9.87500
15.000009.00000
4.62000WidthHeight
TieHigh
Chicken Philly Sales, Lbs., P1–P5 Pre-Promotion Period Chicken Philly Sales, Lbs., P6–P12 Promotion Period
2012 Chicken Philly Promotion Results (continued) • The sales organization got behind the promotion and leveraged sales tools in the field. - A closer look by Zone versus prior year results shows the Midwest did an outstanding job, increasing sales 9%, followed by the Southeast 5%, Central 4%, West 3% and Northeast 1%.
Key TakeAways • We must continue to emphasize Chicken Philly as a lower cost option for our customers. - The cost of chicken is significantly less than beef. - APF Chicken Philly products require less labor and control portion costs better than random chicken breasts. • APF Chicken Philly products provide healthier alternatives in multiple menu applications (sandwiches, breakfast burritos, pizzas, quesadillas, nachos, wraps, salads, flatbreads, etc.)
Selling Tips to Keep Growing the Chicken Philly Category • Sell Chicken Philly at every sales call. • Understand your operator’s current situation. • Be a resource for solutions. - Expand your “comfort zone,” offering multiple menu suggestions. • Emphasize to your customers that versatility in conjunction with menu management will drive profitability. - REMEMBER: Chicken Philly is a hard-working ingredient that’s healthier and costs less than many other menu options. • The highest success rate came from simply targeting current APF Beef Philly Customers and showing them Chicken Philly.
Focus on Steak-EZE ® Chicken
Driving home the Simplicity, Profitability and Versatility of Steak-EZE Chicken is key to selling these products! These three attributes combine to create winning solutions for any menu. For operators already serving a Beef Philly Cheesesteak sandwich, it’s easy to expand the menu by adding a Chicken Philly Sandwich. It can be priced the same as a Philly Cheesesteak, generating more profit. And, the versatility of these products makes them ideal for a wide range of chicken sandwiches, salads and other entrées.
Keep the focus on Steak-EZE Chicken by continuing to use the category POS materials developed specifically for operator presentations and foodshows. All materials continue to be available for ordering and download via the Village Press web site.
Click the link to visit the APF Sales Support website www.apfsalessupport.com.
C 11,912W 15,793NE 23,598MW 24,982SE 31,983
11,912
15,793
23,598 24,982
31,983
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
C W NE MW SE
2012 Growth in Lbs. by Zone (P6-‐P12)
+4% +3% +1% +9% +5%
Zone 2011 2012C 316,734 328,646W 486,572 502,365NE 1,573,836 1,597,434MW 290,500 315,482SE 705,232 737,215
0 500,000 1,000,000 1,500,000
C W NE
MW SE
C W NE MW SE 2012 328,646 502,365 1,597,434 315,482 737,215
2011 316,734 486,572 1,573,836 290,500 705,232
2012 Total Lbs. Sold By Zone P1-‐P12
Sandwich Suggestions
Culinary Sandwich Booklet VP# 39675Steak-EZE Chicken POS VP#38379
The Leader in Philly Style Steaks®
Steak-EZE Chicken Philly Selling Deck PDF
Steak-EZE Chicken Sales Presentation Deck Power Point Presentation
The Leader in Philly Style Steaks® The Leader in Philly Style Steaks®
2012 Growth in Lbs. by Zone P6-P12 2012 Growth in Lbs. by Zone P1-P12
DFIN Notice
AdvancePierre Foods has made the decision to discontinue SYSCO Brand BLOCK & BARREL CLASSIC Spicy Chicken Breast Sandwich with Cheese (SUPC 3368636) due to low sales volume. As a replacement item, we suggest Pierre ™ Jumbo Spicy Chicken Sandwich (1071). If you have any questions or concerns regarding this decision, please contact Randi Perry, Sandwiches, Bakery, Stuffed Chicken Entrées and Johnsonville ® Product Manager, at 207-541-2833 or [email protected].
US Foods 2012 Year-End Power BuyThe year-end holiday Power Buy promotion of Patuxent Farms® Stuffed Chicken Cordon Royale (P-Code 362572, A-Code 5664347) was a tremendous success. We sold 38,471 cases (up 46%) year to date. As a result of the Power Buy, we picked up an incremental addition of 7,789 cases in two months to finish out the year with a 51% increase in dollar sales on this one item. The Power Buy also helped land competitive conversions and set us up to strive to be exclusive in this category in 2013. Great execution from demand planning all the way through to sales at the operator level!
US Foods ™ Slice Promotion Update
The US Foods Slice Promotion is proving to be a major growth opportunity for US Foods and AdvancePierre Foods! The Slice promotion offers APF guaranteed stocking of three new items at all US Foods Divisions and a feature profile in a national publication, created by US Foods for their top customers. • All US Foods Divisions placed purchase orders by 11/26/12, and products are to remain stocked for a minimum of 90 days. • The US Foods Slice Products Rebate has been extended through March 31, 2013. Any rebates dated December 31, 2012, received in Promotions will be honored six weeks past March 31, 2013, as well. The updated rebate along with the Slice Products POS is available for download on the STP and is available for ordering through Village Press. • Click here to view the Slice publication, designed and distributed by US Foods. AdvancePierre Foods is featured on page 5. This publication is distributed to all US Foods Divisions, and over 220,000 copies will be printed and distributed by US Foods Territory Managers to their top customers. What a great way to spread the word about our new products! • The three products placed in all the US Foods Divisions are ideal to offer to Contract Account customers. Reach out to the local US Foods Segment Managers to promote the products and create pull-through to drive incremental volume.
Better Burgers That Taste GreatWhat is the most important thing people want in a burger? It’s the flavor and burgers from AdvancePierre Foods taste great. As the leaders in Foodservice Fully Cooked Burgers, AdvancePierre understands what consumers like about burgers and apply that knowledge when creating burgers.
Features & BenefitsFreshly Made Taste and Juicy Bite• Perfectly seasoned• Grilled to perfection
Reduced Labor Costs• Seasoned and fully cooked, so you don’t have to• Easy to prepare• Multiple preparation options—heat in a conventional or convection oven, microwave or on a flat grill• Minimal cleanup required and minimal waste
Decreased Food Safety Concerns• Fully cooked to USDA HACCP requirements utilizing calibrated thermometers• Manufactured to reduce cross contamination• Manufactured maintaining label accuracy and food allergen controls
A-Code 4836961
Products fromAdvancePierre Foods
Better Burgers That Taste GreatWhat is the most important thing people want in a burger? It’s the flavor and burgers from AdvancePierre Foods taste great. As the leaders in Foodservice Fully Cooked Burgers, AdvancePierre understands what consumers like about burgers and apply that knowledge when creating burgers.
Features & BenefitsFreshly Made Taste and Juicy Bite• Perfectly seasoned• Grilled to perfection
Reduced Labor Costs• Seasoned and fully cooked, so you don’t have to• Easy to prepare• Multiple preparation options—heat in a conventional or convection oven, microwave or on a flat grill• Minimal cleanup required and minimal waste
Decreased Food Safety Concerns• Fully cooked to USDA HACCP requirements utilizing calibrated thermometers• Manufactured to reduce cross contamination• Manufactured maintaining label accuracy and food allergen controls
A-Code 4836961
Products fromAdvancePierre Foods
SAVE UP TO $50AdvancePierre Foods will rebate
$10 per case (up to 5 cases) betweenOctober 1 and December 31, 2012.
Click image to download POS VP# 39860
Click image to download POSVP# 34886
Click image to download The Slice Fall 2012
Click image to download Rebate VP# 39861
Editor’s NoteIn the last Issue of the FOCUS, we included a PowerPoint training presentation that covered the new Burger branding strategy. However, since then we have made a correction to the standard of identity statement for The PUB ® Steak Burger brand on slide 6. The standard of identity statement for Steak Burgers should read “Made from beef with no more than 30% fat, no added water, phosphates, binders or extenders.” The issue from last week did not clarify that phosphates were not present in steak burgers. We apologize for the oversight and thank you for your patience. If you downloaded the training deck from the previous issue of the FOCUS, please delete it and download the updated version, which is included in this issue and is currently available on the Sales Team Portal.
Click here to view the updated version
Box & Label ChangeDue to a production change AdvancePierre Foods is announcing an upcoming label and box change. The current label for item 21458-761 reads “Seasoned Beef Tips in Brown Sauce.” The new label will read “Seasoned Beef Cubes in Brown Sauce.” You can assure your customers they are receiving the same premium quality product they have come to know and trust. You will notice a slight improvement to the product; the sauce is creamier and holds better longer. The box dimensions will change, but the tie/high will not. The new boxes will be phased into production within the next three weeks.
If you have any questions about this change, please contact Jr. Graff, Product Manager, Philly Steak, Veal, Lamb, Co-Pack Products and Purées at 580.616.4496 or [email protected].
P1-P5 Growth2011 lbs. 1,398,456
1,421,7672%
2012 lbs.Increase
P6-P12 Growth2011 lbs. 1,967,066
2,066,5205%
2012 lbs.Increase
New Box DimensionsLength 12.75000
9.75000
15.000009.00000
3.75000WidthHeight
TieHigh
Old Box DimensionsLength 12.37500
9.87500
15.000009.00000
4.62000WidthHeight
TieHigh
