Key Message Copy Platform - dwstraw.com · CoreLife Eatery was created to help connect busy people with healthy meal choices. The CoreLife concept is based on the notion that most

Key Message Copy Platform

Prepared byDouglas Straw

Version 1.0

Contents

1 Introduction & Purpose 3

2 Description, Mission & Vision 4

3 Origins: History & Rationale 5

4 Values & Philosophy 7

5 What’s on the Menu: Food Items & Benefi ts 8

6 Headlines, Tag Lines, Benefi t Statements & Other Marketing Messages 27

7 Testimonials, Endorsements & Other Social Proof 30

8 Epilogue: Moving Forward 37

9 Contact 38

1 Introduction and Purpose

The purpose of this Key Message Copy Platform is to consolidate all information pertaining to CoreLife Eatery into a central document, to be accessed and utilized by anyone within or operating on behalf of CoreLife, to ensure that all communication is accurate, consistent and pre-approved throughout and across all marketing and communication channels.

3

“Sales of entrees served in bowls are up signifi cantly over the past fi ve years. Chefs like how they mix fl avors, while diners view them as healthy (no bread, lots of veggies) and pretty (hello, Instagram).”

– TIME Magazine, April 4, 2016

2 Description

CoreLife Eatery is a high energy, active lifestyle healthy restaurant committed to bringing clean, healthy and great tasting food to communities nationwide. It is a convenient fast-casual concept designed to take the work out of eating healthy and to connect people through the performance enhancing benefi ts of eating well. CoreLife currently operates four locations, in Syracuse, NY, Rochester, NY, Greece, NY and Strongsville, OH.

The name CoreLife was chosen to demonstrate commitment to promoting and enhancing overall health and wellness in the communities served. It conveys the role the restaurant plays in total wellness, beginning with what goes into one’s body, but it doesn’t end there. CoreLife Eatery was created to help connect busy people with healthy meal choices.

The CoreLife concept is based on the notion that most people want to eat better, but lack the time, knowledge or resources to do it. CoreLife Eatery strives to make it easier by offering a variety of fresh, natural and when possible local ingredients that can be custom-combined quickly and deliciously for the customer.

Mission and Vision

CoreLife believes that to create and maintain differentiation between their brand and competitors they must commit to executing the following at the highest level:

Food Quality: The key mission to deliver high quality, clean foods made from scratch daily. Their stand is to always maintain our scratch-made authenticity.

Store Design: CoreLife eateries are places where guests feel special. They create spaces that celebrate the power of eating well and how it allows for customers to be their best self. CoreLife will always strive to build special spaces.

Education & Training: Creating foods from scratch is not the easy way out; winging it is not an option. CoreLife believes a focus on continuous learning is the key to execution. Their goal is to run top-notch operations everyday, everywhere; this can only be accomplished through a deep commitment to training and continuous improvement everyday.

Being Social: “CoreLife: Greens, Grains & Bone Broth” is a movement. It’s a movement about guests taking a stand for themselves and their health. It’s a movement to bring healthy clean food to more and more people everyday. CoreLife connects to its audience primarily through social channels. They strive to inform, connect with, listen to and learn from their customers everyday.

4

3 Origins: History and Rationale

If necessity is the mother of invention, then one only needs to take a cursory look at America’s health statistics to see that big changes are required if we are to improve the health of our nation.

• The number of American adults that are overweight or obese is on the rise. Estimates range from 35.7% (Center for Disease Control) to 68.5% (Food Research & Action Center). That means that somewhere between one third and two thirds of all adults are affected by being overweight – as many as 80 million people. Regardless of the actual number, it is cause for concern.

• The picture is not much better for children. Estimates for overweight or obese children range from 17% to 31%. Whether kids learn their eating habits from their parents, or are fending for themselves, many are not making sound dietary choices.

• Fast food has been cited as a contributing factor in obesity in our country. One study estimates that one third of children in the U.S. between the ages of 4 and 19 eat fast food every day.

• Obesity costs society an estimated $117 billion per year in direct and indirect costs, exceeding the health care costs associated with smoking or problem drinking, and accounts for 6-12% of national health care expenditures in the United States.

• An obese person in America incurs an average of $1,429 more per year in medical expenses than the rest of the population, contributing to $147 billion in additional medical expenses each year.

• Obesity contributes to approximately 100,000 to 400,000 deaths per year in America. Many of these deaths are considered preventable.

• According to the Peter G. Peterman Foundation, U.S. per capita health care spending is more than twice the average of other developed nations.

• Despite spending more per capita on health care than nearly any developed nation (over $9,000 per year), America ranks 39th in longevity with an average of 79 years. By contrast, Japan ranks fi rst in longevity at 84 years, while spending less than half as much per capita on health care than the U.S. (less than $4,000 per year). It’s interesting to note that Japan eats a mostly plant-based diet and considerably less meat than Americans.

5

An Alternative

The founders of CoreLife Eatery saw these trends in America, and knew the time was right to do something about it. Drawing from years of collective experience and success with brands such as Au Bon Pain, Saint Louis Bread Company, Panera Bread and Moe’s Southwest Grill, the partners at CoreLife set out to create a unique alternative in the food service industry.

In today’s fast-paced society, eating out is a way of life for many. There is dizzying array of restaurant options in every major city in America. In fact, there are more than 945,000 restaurant locations worldwide. According to the Statistic Brain Research Institute, more than 50 percent of Americans eat out at a restaurant one or more times per week. Nearly 20 percent eat out 2 to 3 times or more each week. The average American purchases 194 meals per year at a restaurant. Over 50 million people eat at a restaurant each day in America, and more than 130 million are food-service patrons in some way. People are eating out.

While there are choices for every taste and hankering, healthy menu options are few and far between. Serving sizes are large, and customers typically have little or no idea what is in their meal. The number of calories, amount of fat, sodium or sugar in food is usually concealed from customers, if known at all. Overeating is common and almost unavoidable.

Fortunately, alongside the alarming health statistics presented above, there is a growing number of Americans that are very concerned with what they eat, seeing the direct correlation between their dietary choices and how they look, feel and perform in their daily lives. These are the people CoreLife Eatery was created for.

CoreLife Eatery started as a simple question—why is it so diffi cult to fi nd healthy clean foods that taste great and are accessible everyday?

That question launched a journey to create a concept that is rooted in clean healthy foods, scratch made daily to deliver the freshest taste. Along that journey it was found that most food sold in today’s “quick service” concepts are easy on the wallet but highly processed, which strips the food of its natural nutrition and taste.

Processed foods might be great for creating long shelf lives and low costs but they are poor at providing fresh taste and positive nutrition. CoreLife makes its dressings, broths and beverages from scratch everyday, driving a unique taste that guests love while doing something good for themselves.

The mission has been to create great tasting, healthy meals by using simple, labor-intensive cooking techniques and practices. CoreLife starts with highest quality unprocessed, clean ingredients, delivered everyday, to create the menu.

From opening day CoreLife’s approach to serving great tasting, healthy foods has resonated with its guests. The positive customer response has been overwhelming and has driven sales and name recognition beyond expectations.

The powerful response from customers has led to expanding the CoreLife Eatery concept from a single unit to more and more communities throughout the United States.

6

4 Values & Philosophy

Consumers today are looking for more than just great products and services. They are looking at the values behind a company – what the company stands for, how employees are treated, and the sourcing of materials and ingredients matter more today than ever before.

CoreLife Eatery has established four basic principles that guide not only how the company is run behind the scenes, but are also what they strive to convey to customers through every aspect of their business. These values are instilled in employees (who are referred to as players), and they are refl ected in the events that CoreLife sponsors and promotes.

The CoreLife Core Values:

Always moving forward.

Life is a journey of small steps toward your goals. Stay focused and don’t let challenges defeat you. This is an opportunity to learn, grow and evolve. Every day is a chance for improvement and embracing this fact is the recipe of champions. Keep your eye on the prize because you never know who is watching. Your aspiration towards success has the capacity to inspire those around you. Build your momentum, keep that momentum and then ride that wave.

Not a spectator.

Get up off the bench and get out on the court! Life is meant to be lived and not just observed from the sidelines. You have a choice every single day to live the life you want. Don’t be afraid to take risks or try something new; when you choose to engage with your life you will be amazed at how everything and everyone conspires to work with you rather than against you. Start today – get in the game and play to win.

Law of the farm.

Nothing good comes easy. Get up early, work hard and work late. Shortcuts don’t work on the farm or in life. Pay attention to details, plan your work and work your plan, and do the job right the fi rst time. The seeds you plant today are the rewards you reap tomorrow. Think of your thoughts as seeds – you can plant fl owers or you can plant weeds.

What you give comes back.

What goes around comes around. Always be mindful of your thoughts, words and actions. Simple acts like a smile, a kind word and going the extra mile all create a positive shift in you and the world. The world isn’t a scary place when you expect the best from people. Lead by example and do the right thing simply because it’s the right thing to do. A positive action always negates a negative action. We make a living by what we get and we make life by what we give. Be a person you can be proud of.

7

5 What’s on the Menu: Food Items & Benefi ts

CoreLife Eatery has assembled a menu comprised of ingredients with one consistent theme: everything is good for you. The items are prepared fresh daily, in amounts as close as possible to what will be served that day, so there is little waste. If something is running low, more will be made. The tag line of “greens, grains and bone broth” offers a hint of what to expect at CoreLife Eatery.

There are three types of bowls at CoreLife Eateries:

Green Bowls – green bowls start with a choice of six or more dark, leafy greens and other popular lettuces including Kale, Arugula, Mesclun Mix, Romaine and Baby Spinach.

Grain Bowls – grain bowls start with a choice of an ancient grain blend of Tri-Color Quinoa & Faro, Thai Rice Noodles or our Brown/Wild Rice Blend.

Bone Broth Bowls – bone broth bowls start with either of the bases above, plus your choice of vegetables and premiums and then we add your choice of Beef, Chicken or Vegetarian bone broths to create a hot steamy bowl.

For all bowls, after choosing their base the guest can customize their bowl with over 25 fresh ingredients and an assortment of “premiums” such as antibiotic-free grilled chicken, grass-fed fl ank steak, organic roasted tofu, house-made falafel or fresh baked parmesan crisps.

CoreLife utilizes an open kitchen design for many of its key menu items. Bone broths are slow simmered in stainless steel tilt kettles all day long in front of our guests. Steak and chicken are fi re-grilled throughout the day, on the front line, for the freshest quality and great restaurant “theater”.

CoreLife uses the highest quality, clean ingredients it can source in its menu choices, and is committed to serving foods without artifi cial ingredients, colors, fl avors or preservatives.

CoreLife specializes in scratch-made dressings, house made slow-simmered bone broth, vegetable broth and soups, and a variety of fresh squeezed beverages and cold-brewed iced teas and coffee.

An expansive fresh beverage bar brightly displays a variety of self-serve cold beverages. Guests can choose from cold brewed iced teas and iced coffee and a seasonal selection of freshly squeezed lemonades including beet lemonade, blueberry basil lemonade, cranberry cayenne lemonade and a child-friendly fruit punch.

Every day the kitchen team at each CoreLife prepares from scratch dressings, bone broths, vegetable broth, soups, hummus, falafel, fresh squeezed lemonades, cold brew iced teas and coffee. In addition to this they also prepare rice and grain blends, rice noodles and marinate all proteins for grilling throughout the day.

8

Here’s a closer look at some of the key food items.

GREENS

An array of nutritious greens serve as the foundation for CoreLife’s green bowls. Greens are fl avorful, fi lling and loaded with phytonutrients and fi ber. Each of these fi ve greens has a unique taste, texture and nutritional profi le.

Kale

Kale is a leaf cabbage with green or purple leaves, which do not form a head as in headed cabbages. Kale is closer to wild cabbage than most domesticated forms. The most common type of kale is curly kale or Scots kale. Kale has been called “the new beef”, “the queen of greens” and “a nutritional powerhouse.” It is one of the most nutrient-dense foods on the planet.

Benefi ts of kale:

• Kale is low in calorie, high in fi ber and has no fat.One cup of kale has only 36 calories, 5 grams of fi ber and 0 grams of fat. It is great for aiding in digestion and elimination with its high fi ber content. It’s also fi lled with so many nutrients, vitamins, folate and magnesium as well as those listed below.

• High in iron.Per calorie, kale has more iron than beef. Iron is essential for good health, like the formation of hemoglobin and enzymes, transporting oxygen to various parts of the body, cell growth, proper liver function and more.

• High in Vitamin K.Eating a diet high in Vitamin K can help protect against various cancers. It is also necessary for a wide variety of bodily functions including normal bone health and blood clotting. Increased levels of vitamin K can also help people suffering from Alzheimer’s disease.

• Filled with powerful antioxidants.Antioxidants, such as carotenoids and fl avonoids help protect against many cancers.

• Great anti-infl ammatory food.One cup of kale is fi lled with 10% of the RDA of omega-3 fatty acids, which help combat arthritis, asthma and autoimmune disorders.

• Excellent for cardiovascular support.Eating kale can help lower cholesterol levels, especially when steamed.

• High in Vitamin A.Vitamin A is benefi cial for your vision, your skin as well as helping to prevent lung and oral cavity cancers.

9

• High in Vitamin C.Vitamin C is very helpful for your immune system, your metabolism and your hydration.

• High in calcium.Kale has more calcium than milk per calorie, which aids in preventing bone loss and osteoporosis, and for maintaining a healthy metabolism. Vitamin C is also helpful to maintain cartilage and joint fl exibility

• Great detox food.Kale is fi lled with fi ber and sulfur, both great for detoxifying your body and keeping your liver strong and healthy. New research has shown that the ITCs (isothiocyanates) made from kale’s glucosinolates can help regulate detox at a genetic level.

• Rich in fl avonoids.Over 45 different fl avonoids have been identifi ed in kale. With kaempferol and quercetin leading the list, kale’s fl avonoids combine both antioxidant and anti-infl ammatory benefi ts to give kale a leading dietary role in avoidance of chronic infl ammation and oxidative stress.

Romaine Lettuce

Romaine lettuce is a highly nutritious leafy green that has a mild fl avor that mixes well with other foods. It grows in a tall head of sturdy leaves with fi rm ribs down the center. It is more tolerant of heat than most lettuces. In some places it is known as cos lettuce, either from the Greek island of Cos (where it may have been introduced), or it could come from the Arabic word for lettuce, khus. It reached the West via Rome, where it came to be called “Romaine” lettuce.

Benefi ts of romaine lettuce:

• Anti-oxidantsThe vitamin C and beta-carotene content provides many heart health benefi ts of romaine lettuce, including preventing the oxidation of cholesterol, which can reduce risk of stroke and heart attack. The folic acid found in romaine lettuce helps keep blood vessels healthy and clear, which also reduces the risk of heart attacks and stroke.

• PotassiumThe potassium helps lower high blood pressure, which can contribute to heart disease. Fiber also contributes to the heart health benefi ts of romaine lettuce, by removing bile salts, which requires cholesterol, thereby lowering high cholesterol as well. Another health benefi t of romaine lettuce provided by potassium is improved muscle strength. When combined with regular physical activity a healthy dose of potassium can help boost muscle building.

• Fat burningRomaine lettuce can help stimulate fat burning due to its fi ber content, which requires your body to work harder to digest it and helps satisfy your appetite to prevent overeating. But because romaine is a low calorie, zero fat food it can stimulate weight loss by helping you burn more calories than you eat.

10

• It’s loaded with protein. In fact, romaine lettuce is 17% protein with 7.7 grams per head. It is also contains all 9 essential amino acids, 9% RDA of some and up to 26% RDA of others.

• Great source of calcium. One head of romaine has 206 milligrams (mg) of calcium (about 21% RDA).

• It has the Omega-3s. One head of romaine lettuce contains 44% RDA of Omega-3 essential fats.

• Potent source of vitamin A. One head of romaine contains 182% RDA of vitamin A (as beta-carotene) while a large carrot contains only 40%.

• Lots of iron. One head of romaine contains 6mg of iron, making it a signifi cant source of iron in the diets of vegetarians and vegans.

• Rich in B-vitamins. Thiamine (B1) – 38% RDA, Ribofl avin (B2) – 32% RDA, Niacin (B3) – 12% RDA, Pantothenic Acid (B5) – 18%, Pyridoxine (B6) – 36 %,Folate (B9) – 213%.

• Hydration. One head of romaine provides 16% of your daily water needs with about 20 ounces of water per head.

• Excellent source of vitamin K. Like most leafy greens, romaine is rich in vitamin K with 535% RDA in one head.

• Low levels of oxalic acid. For those who have problems with calcium oxalate kidney stones, romaine lettuce is a good choice for leafy greens since it is very low in this anti-nutrient.

• It’s mineral-rich. Despite the lighter color of romaine lettuce, this leafy green is rich in minerals. One head contains copper (33% RDA), magnesium (22% RDA), manganese (42% RDA), phosphorus (27% RDA), potassium (33%), selenium (5% RDA) and zinc (13% RDA).

11

Baby Spinach

Low in calories and high in vitamins and minerals, spinach is one of the most nutrient-dense foods in existence. One cup of the leafy green vegetable contains far more than your daily requirements of vitamin K and vitamin A, almost all the manganese and folate your body needs, and nearly 40 percent of your magnesium requirement. It is a great source of more than 20 different measurable nutrients, including dietary fi ber, calcium and protein. And yet, 1 cup has only 40 calories. Spinach is an excellent choice for high nutrition without high calories.

Benefi ts of baby spinach:

• Vitamins and mineralsThis leafy green is an excellent source of vitamin K, vitamin A, magnesium, folate, manganese, iron, calcium, vitamin C, vitamin B2, potassium, and vitamin B6. It’s a very good source of protein, phosphorus, vitamin E, zinc, dietary fi ber and copper. Plus, it’s a good source of selenium, niacin, and omega-3 fatty acids.

• Loaded with fl avonoids Flavonoids which act as antioxidants, protecting the body from free radicals. Researchers have discovered at least 13 different fl avonoid compounds that act as anti-cancer substances. The various nutrients offer much in the way of disease protection.

• Heart-healthy food. It’s an outstanding source of vitamins C and A which are antioxidants that help reduce free radical amounts in the body. The antioxidants work to keep cholesterol from oxidizing. In addition, folate is good for a healthy cardiovascular system, as well as magnesium, a mineral that helps to lower high blood pressure.

• Gastrointestinal health The beta-carotene and vitamin C work to protect the cells of the body’s colon from the harmful effects of free radicals. Also, DNA damage and mutations in colon cells may be prevented by the folate contained in baby spinach.

• Anti-infl ammatorySome conditions that are identifi ed as infl ammatory, such as arthritis, osteoporosis, migraine headaches, and asthma, may be helped because of the anti-infl ammatory properties of some of the nutrients found in spinach.

• Protects brain functionStudies have shown that consumption of green leafy vegetables such as spinach may slow the age-related decline in brain function.

• Good for visionSpinach contains lutein, a carotenoid that is protective against eye diseases such as age-related cataracts and macular degeneration. There is some indication that lutien might be absorbed better if eaten with a little fat.

12

• Rich in iron.The mineral iron is particularly important for women and growing children and adolescents. In comparison to red meat, spinach provides a lot less calories, is fat and cholesterol free, and an excellent source of iron. Iron is a component of hemoglobin, which carries oxygen to all body cells, so it’s vital for good energy.

Arugula

Arugula is a low calorie, nutrient-dense vegetable from the Brassicaceae family that includes mustard greens, radishes, caulifl ower and kale. Arugula is sometimes called “garden rocket,” a term derived from its scientifi c name Eruca sativa. Arugula is a great alternative to iceberg lettuce because it offers a much greater nutrient-density with the same low calories.

Health benefi ts of arugula:

• Cancer preventionArugula is a cruciferous vegetable. Cruciferous vegetables are associated with reduced risk of cancer in many studies. Arugula is rich with valuable antioxidants, considered essential in preventing free radical activity in the body. Studies show that vitamin A and fl avonoid compounds in arugula may help protect the body from skin cancer, lung cancer and oral cancer. Arugula is also a rich source of phytochemicals like sulforaphane, which has excellent chemoprotective effects and helps to fi ght carcinogens.

Being a member of Brassica family, arugula leaves are rich sources of certain phytochemicals such as indoles, thiocyanates, sulforaphane, and iso-thiocyanates. Together, these compounds have been found to counter carcinogenic effects of estrogen and may offer protection against prostate, breast, cervical, colon, ovarian cancers by virtue of their cancer-cell growth inhibition, cytotoxic effects on cancer cells.

• High in antioxidants.Arugula is loaded with the natural antioxidants vitamin C, vitamin K and vitamin A. In addition to fi ghting free radical activity, these vitamins offer great immune system support. Arugula has a high ORAC value (oxygen radical absorbance capacity, a measure of anti-oxidant strength).

• Helps control blood pressure.Arugula contains signifi cant amounts of the three specifi c minerals that help control your blood pressure – calcium, magnesium and potassium. All three play an important role in helping your blood vessels to relax, thereby promoting healthy blood pressure levels.

• Promotes cardiovascular health.The nutrients found in arugula that help normalize and control blood pressure levels make arugula a heart-healthy food, since high blood pressure can increase your risk of having a heart attack or stroke. Arugula is also a good source of folate, providing about 10 percent of the nutrient’s recommended daily value based on a 2,000-calorie diet. Folate, which is the natural form of folic acid, is most often cited for the important role it plays in fetal development, as pregnant women who are defi cient in this important B vitamin are at a higher risk of giving birth to babies with birth

13

defects. Folate also plays an essential role in amino acid metabolism. A lack of folate can elevate homocysteine levels, and having too much of this amino acid circulating in the blood can increase the risk of heart disease.

• High in vitamin C.Vitamin C is a well known as a powerful antioxidant that helps prevent cancer, boosts the immune system and fi ghts the common cold.

• High in vitamin A.Vitamin A is a powerful antioxidant, boosts immunity and is great for the eyes, skin, bones and teeth.

• High in vitamin K.Three cups of arugula provide over 100% of your daily vitamin K needs. Vitamin K promotes bone health and brain function while acting as an anti-infl ammatory and antioxidant.

• Protects eye health.Arugula is a good source of carotenoids, the fat-soluable pigments that help prevent macular degeneration. The vitamin C in arugula may help in the prevention of cataracts.

• Mineral Rich.Arugula is also a good source of calcium, iron, potassium, manganese and phosphorous, all essential minerals that offer their own unique health benefi ts.

• Low in oxalate.Oxalates inhibit mineral absorption in the body and can contribute to the formation of kidney stones. Arugula contains relatively low levels of oxalate, making it a healthier alternative for people seeking foods high in calcium and other essential minerals.

• Good for bone health.Low levels of oxalates combined with a great variety of vitamins and minerals found in arugula make it great for bone health. One study of Vitamin K found that daily consumption of the vitamin led to decreased risk of bone fractures. Calcium, potassium, magnesium, manganese and vitamin C are all considered good contributors to positive bone health.

Mesclun

Mesclun is a salad mix of assorted small, young salad green leaves, which originated in Provence, France. The word comes from the Provencal French mesclom, which is derived from misculare, a Latin word meaning “to mix.” As the name implies, the primary characteristic of mesclun is that it includes a diverse mixture of greens. Because the greens are young, they tend to be very tender and highly fl avorful.

In the U.S. a mesclun mix is comprised of baby leaves of lettuces and other greens, and often herbs, in a wide range of leaf shapes, colors, textures, and tastes. Depending on the season, a mix might contain anywhere from a dozen to three dozen different types and varieties of baby greens.

14

Sometimes mesclun is referred to as a Spring Mix. The traditional mix includes chervil, arugula, leafy lettuces and endive. Mixes may also include greens such as mustards, cresses and parsley as well as wild greens and all kinds of lettuce. The fl avors in this colorful mix range from bitter to sweet to tangy and combine both crunchy and silky textures.

Mesclun is high in many nutrients, because it’s a lettuce blend containing the best of several varieties.

GRAINS

Grains are the complex carbohydrates at the heart of CoreLife’s grain bowls. They provide not only taste and texture, but also powerful energy for physical and mental activity. Whole grains are considered an important part of a balanced, healthy diet.

Wild/Brown Rice Blend

CoreLife’s wild and brown rice blend combines the benefi ts of multiple grains to give great fl avor, texture and nutrition to our bowls.

Wild Rice

Wild rice is related to the staple rice consumed in Asia and Africa, however the kernels actually come from semiaquatic grasses that also produce edible grains. Three of the four known species are native to North America, and the fourth is native to China.

Wild rice grows in the shallows of lakes and rivers. The seeds germinate in the mud under water, and the stalks eventually grow to rise above the surface. Wild rice was traditionally harvested in these wetlands from a canoe, using sticks to thresh the grains into the boat. Now cultivation is more commonly done in paddy fi elds.

Wild rice provides signifi cant amounts of B vitamins, minerals, dietary fi ber, protein and complex carbohydrates. Wild rice possesses a high protein quality profi le, with all the essential amino acids, and it contains no gluten. There are 6.5 grams of protein and 35 grams of carbohydrates in one cup of cooked wild rice.

Wild rice has 30 times more antioxidant activity than white rice, and it contains three grams of fi ber per serving. It also contains benefi cial amounts of heart-healthy linolenic acid. It also packs more potassium and B vitamins than other whole grains like wheat.

15

Brown Rice

Brown rice is natural and unrefi ned. It still contains the side hull and bran that gets stripped away from white rice. These hulls and brans give natural wholeness to the grains and are rich in proteins, fi ber, vitamins and minerals. Brown rice has a low glycemic rating, which helps reduce insulin spikes for those affected by diabetes or people trying to lose weight. Brown rice is a delicious staple for vegetarian and vegan diets, and carnivores love it too.

Benefi ts of brown rice:

• Rich in selenium.Brown rice is rich in selenium, which reduces the risk for developing common illnesses such as cancer, heart disease and arthritis.

• High in manganese. One cup of brown rice provides 80% of our daily manganese requirements. Manganese helps the body synthesize fats. Manganese also benefi ts the nervous and reproductive systems.

• Rich in naturally-occurring oils. Naturally occurring oils are benefi cial for the body as these healthful fats help normalize cholesterol levels.

• Promotes Weight Loss The fi ber content of brown rice helps optimize bowel function and it makes digestion more effi cient. Brown rice is a helpful addition to the daily diet for those seeking bowel regularity. Further, brown rice also contributes to the sense of fullness even with smaller meal portions.

• Whole grain goodness.Brown rice is considered a whole grain since it hasn’t lost its “wholeness” through the refi nement process. Wholes grains are proven to reduce the buildup of arterial plaque and reduce the risk of heart disease and high cholesterol.

• Rich in anti-oxidants. Brown rice contains the signifi cant amounts of anti-oxidants usually associated with foods like blueberries, strawberries and other fruits and vegetables.

• High in fi ber. Brown rice is naturally high in fi ber, which helps prevent colon cancer. These fi bers attach to substances that cause cancer as well as to toxins in the body, thus eliminating them and keeping them from attaching to the colon wall.

• A slow-release sugar. Brown rice helps stabilize blood sugar levels; therefore, it’s an excellent food choice for those suffering from diabetes. Studies show that those who consume one half cup of brown rice daily reduce their risks of developing diabetes by 60%. On the other hand, those who consume white rice regularly increase their chances of developing diabetes one hundred-fold.

16

• Great for babies and young children.Brown rice is the perfect baby’s fi rst food due to the dense natural nutrition and fi ber it contains. This is a much better choice than refi ned white rice products as growing babies and toddlers require nutrient rich diets to help maintain their rapid growth cycles.

• Combats candida yeast infections. Brown rice is the perfect adjunct for candida yeast infection treatments since high glycemic and otherwise sugary/starchy foods are usually prohibited during candida treatment protocols. The natural digestibility of brown rice along with the high fi ber content can help sensitive digestive systems heal from an overgrowth of candida organisms.

Quinoa and Farro Blend

CoreLife’s quinoa and farro blend combines the best of these two time-honored grains to provide a healthy, tasty base for the grain bowls. They pack a lot of protein, complex carbohydrates and fi ber to leave you full and satisfi ed for hours.

Quinoa

While quinoa might be a new food to many, it’s actually been around for millennia. Quinoa originated in the Andean region of Bolivia, Chile, Columbia, Ecuador and Peru, and was domesticated for human consumption roughly 3,000 to 4,000 years ago, although evidence suggests that it’s been eaten (at least by animals) for 5,000 to 7,000 years. So it has certainly withstood the test of time.

The Incas held the crop to be sacred, and the Inca emperor would traditionally sow the fi rst seeds of the season using golden implements. They called quinoa “chisaya mama,” which means “mother of all grains.”

Its popularity has increased dramatically over the years, along with its price. In 1970 a kilogram of quinoa would cost about .08 cents, and now that same kilogram is fetching over $3 on the world market. The Food and Agriculture Organization of the United Nations declared 2013 as the International Year of Quinoa.

Quinoa is a grain crop grown for its edible seeds, however it is technically regarded as a pseudocereal, since it’s not part of the true grass family. It is one of the healthiest and most nutritious foods on the planet.

Health benefi ts of quinoa:

• It’s one of the most protein-rich foods you can eat. It is a complete protein and contains all nine essential amino acids. One cup of quinoa packs eight grams of protein, 39 grams of carbohydrates, fi ve grams of dietary fi ber, four grams of fat, and no sugar or gluten.

• Quinoa is a great source of ribofl avin (B2), iron, magnesium, manganese and lysine.

17

• It’s alkaline-forming, meaning it promotes an alkaline state in the body rather than an acidic one, which is preferable for overall health.

• It is a complex carbohydrate with a low glycemic index, making it great for controlling blood sugar and for weight management.

• Quinoa contains signifi cant amounts of two key fl avonoids – quercetin and kaempferol. These fl avonoids have been shown to have anti-infl ammatory, anti-viral, anti-cancer and anti-depressant effects. Quinoa has even more quercetin than high-quercetin foods like cranberries.

• Quinoa’s high fi ber content can help lower blood sugar and cholesterol levels, increase the sense of fullness and help with weight loss.

• Quinoa can improve metabolic health, resulting in lower blood sugar and triglyceride levels.

• Quinoa is high in antioxidants, which neutralize free radicals and help slow aging and prevent many diseases.

• Quinoa is gluten-free, cholesterol-free and kosher, making it a great grain choice for anyone.

Farro

Farro is one of the oldest cultivated grains in the world, making it the opposite of trendy. It was popular in the Middle East during biblical times, because it grows well in almost any soil condition and is resistant to fungus. Ancient Egyptians consumed farro as long as 6,000 years ago. As modern wheat varieties were developed, Farro lost some of its popularity due to being a lower yielding crop. In recent years, faro has surged again in popularity, particularly throughout Europe (especially Italy) and at high-end restaurants, not to mention CoreLife Eatery.

Farro was a mainstay of the daily diet in ancient Rome. Some consider farro the original ancestor of all other wheat species—“the mother of all wheat.” In ancient Rome, farro was a staple food that provided the main source of nourishment for the Roman armies, and it was used as a form of currency. Today this heirloom grain is still highly valued in Italy, where it has been grown for centuries by Tuscan farmers and is utilized in many traditional dishes.

According to the New York Times, “farro looks and tastes somewhat like a lighter brown rice. It has a complex, nutty taste with undertones of oats and barley, but it’s lacking the heaviness of many whole-wheat grains ... farro tastes more elegant than earnest.”

Farro contains some gluten, but as an ancient grain, it has not been subject to the endless hybridization and modifi cation that modern wheat has undergone, hence many wheat-sensitive people fi nd it easier to digest. The gluten molecules in Farro are simply weaker, making it well tolerated in digestion.

Farrow is a whole grain that is a great source for protein, complex carbohydrates and dietary fi ber. Just one half cup of Farrow packs six grams of protein, 34 grams of carbs, fi ve grams of fi ber,

18

and just 170 calories. It contains 60 mg of magnesium, along with signifi cant amounts of other vitamins, minerals, antioxidants, phytonutrients, lignans and betaine. When combined with choline, betaine has been shown to prevent and reduce stress-induced infl ammation. Farro also contains cyanogenic glucosides, a type of carb that may boost the immune system.

Farro has been a popular grain among some of the longest-living people in the world for a reason – it’s loaded with health benefi ts.

Health benefi ts of Farro:

• high in fi ber• improves immunity and heart health• good source of protein• high in B vitamins• good source of antioxidants• provides iron, magnesium and zinc (the high magnesium content may help relieve menstrual cramps)

Quote: “Farro Is fairly new to American cooks (including me!), but Italians have been eating it for more than 2,000 years. I love the hearty nuttiness that the healthful whole grain adds to everything from salad to soups – and it makes me feel great, too!”– Seamus Mullen, Chef at New York City’s Tertulia and Author of Hero Food

Rice Noodles

Rice noodles are the second most popular rice product in Asia, right behind rice itself. They have a mild fl avor that blends well with other vegetables and toppings, and a smooth, silky texture that provides what foodies call “mouth feel.” Rice noodles do not contain gluten, which makes them an excellent choice for people with celiac disease, gluten sensitivities, or anyone avoiding wheat products.

Unlike regular pasta made from wheat products that contains eggs (and are usually enriched with added vitamins and minerals), rice noodles are made from just rice fl our and water, or rice that’s soaked, ground into paste, rolled and cut into noodles. Also, rice noodles have greater density than traditional semolina pastas, so you get more presence with less volume.

Rice noodles boost your intake of a few essential nutrients, and you can increase the nutritional value of your meal by pairing them with healthful ingredients. Rice noodles have 96 calories in a half-cup serving, and contain just under one gram of protein, about 22 grams of carbohydrates, nearly one gram of fi ber and very little fat. The noodles contain measurable (though not large) amounts of protein, fi ber, zinc, iron, manganese and selenium. For those watching their sodium intake, rice noodles contain just 20 milligrams per serving, compared with 790 milligrams in traditional pasta.

CoreLife’s rice noodles are cooked to perfection throughout the day and rinsed in cold water prior to serving. More delicate in texture and fl avor than wheat-based noodles, rice noodles are a low-fat, low-sodium gluten-free food.

19

Bone Broth

One of the most distinctive items on the CoreLife menu is bone broth, made from beef and chicken bones. Many customers come in for it daily. It can be consumed by the cup, or served over one of the green or grain bowls.

While bone broth might seem like a trendy health craze, it’s actually been around since the earliest days of civilization. Primitive cultures would grind the bones of animals and mix with water to produce a mineral-rich paste that could be consumed. As cooking methods advanced, bone broth would be used as the basis for soups, sauces, gravies and stews.

In cultures that did not consume dairy products, bone broth supplied essential amounts of calcium, magnesium, potassium and other trace minerals, in the proper proportions. In Asian countries, bone broth was traditionally consumed at every meal. Fish broth has been a staple in Japan for generations.

It turns out that our grandmothers instinctively knew the health benefi ts contained in bone broths, and they didn’t want to waste any part of the chicken, turkey or roast that served as last night’s dinner.

Preparing bone broth at home can be a time-consuming and labor-intensive process. Fortunately, CoreLife Eatery has it down to a science, so all you have to do is order and enjoy. The beef broth is slow simmered for 8-12 hours, and the chicken broth is cooked even longer to ensure that every last nutrient is extracted. Apple cider vinegar is added to help leach the nutrients from the bones. Just the right seasonings and amounts are added to make every drop of broth a healthy taste sensation.

Bone broth has been called “nature’s multivitamin.” It’s packed with over 19 easy-to-absorb, essential and non-essential amino acids (the building blocks of proteins); collagen/gelatin, which helps form connective tissue; nutrients that support digestive functions, immunity and brain health. It literally boosts every part of your body, from your gut to your brain, from your muscles to your ligaments. It’s also relatively low in calories, yet very high in minerals and other chemical compounds that many people lack. Bone broth makes a great addition to everyone’s diet.

Six key nutritional compounds found in bone broth:

1 GlycosaminoglycansGlycosaminoglycans (GAG) have the primary role of maintaining and supporting collagen and elastin that take up the spaces between bones and various fi bers. GAGs are supportive for digestive health since they help restore the intestinal lining, which is why a defi ciency in these nutrients has been linked to digestive challenges.

2 GlucosamineThere are two main types of naturally occurring glucosamine: hydrochloride and sulfate. Both help keep up the integrity of cartilage, which is the rubbery substance within joints that acts like a natural cushion. Studies show that glucosamine can become depleted as we get older, so supplements are often used to support joint health. An easy and relatively inexpensive way to obtain glucosamine naturally is from drinking more bone broth, which helps support cartilage health, acting as an alternative to pricey glucosamine supplements.

20

3 Hyaluronic AcidHyaluronic acid is found throughout connective, epithelial (skin) and neural tissues, and contributes to cell proliferation, differentiation and mitigation, allowing our cells to perform various functions throughout the body as needed. It offers support for multiple skin types and promotes healthy aging, cell rejuvenation and skin fi rmness.

4 Chondroitin SulfateChondroitin sulfate is a benefi cial glycosaminoglycan found in the cartilage within the joints of all animals. It’s often used to support joint health and comfort, especially in combination with glucosamine. Studies have found that chondroitin supports healthy infl ammation response as well as cardiovascular health, bone health, skin health and healthy cholesterol levels.

5 Minerals and ElectrolytesBone broth provides essential minerals, including electrolytes, all provided in an easy-to-absorb form. Electrolytes found within bone broth include calcium, magnesium and potassium (along with many other minerals, such as phosphorus), which are important for supporting healthy circulation, bone density, nerve-signaling functions, heart health and digestive health. When added sodium levels are kept low, bone broth contains an ideal balance of sodium and potassium to support cellular health and effi ciency.

6 CollagenCollagen is the main structural protein found within the human body that helps form connective tissue and “seals” the protective lining of the gastrointestinal tract. It’s also the gel-like, smooth structure that covers and holds our bones together, allowing us to glide and move freely. Irritation within the gut impairs normal digestive functions and causes permeability, allowing particles to pass into the bloodstream, known as leaky gut. Bone broth is a rich source of gelatin, that protects and seals the mucosal lining of the GI tract, which improves nutrient absorption and also helps keep particles from leaching out where they don’t belong. As a complex protein, collagen contains 19 amino acids, with a mix of both non-essential and essential types. Many of the amino acids found within collagen must be obtained from our diets since our bodies cannot produce them on their own.

Key Amino Acids found in Collagen:

ProlineProline is the chief component of collagen, and is essential for building integrity for healthy skin, hair and nails. It is essential for building the gut lining and facilitating digestive function, yet most people are lacking this amino acid in their diets because they don’t consume organ meats or bone broth on a regular basis. Proline is needed for tissue repair within the joints and arteries, and it helps support healthy blood pressure levels. As a key component of collagen found within joints, proline buffers our bodies from the effects of vibration or shock and helps us hold on to valuable cartilage as we get older. Proline also supports healthy cardiovascular function.

21

GlutamineGlutamine supports the body in the maintenance of healthy muscle tissue during and after exercise, and helps with muscular fatigue. Research shows that glutamine supports digestive health, healthy immune system response and energy levels. It also provides fuel to our cells and supports a healthy intestinal lining. It supports synthesis of glutathione, one of the body’s most powerful and important antioxidants.

GlycineApproximately one-third of the protein found in collagen is glycine. One of glycine’s most important roles is helping to form muscle tissue by converting glucose into usable energy that feeds muscle cells. This amino acid is found in large quantities in muscles, skin and various tissues. Research shows that glycine has important roles in digestion and central nervous system function. Glycine also promotes detoxifi cation and cleansing.

ArginineArginine breaks down into nitric oxide within the body, which is an important compound for arterial and cardiovascular health. Nitric oxide allows for better vasodilation, which is the widening of arteries and relaxation of muscle cells and blood vessels that promotes better circulation. Arginine also helps the body make more protein from other amino acids, which is important for repairing muscle tissue, normal wound healing, preventing tissue wasting, boosting the metabolism, and aiding in proper growth and development.

Other Benefi ts of Bone Broth:

• It heals and prevents a leaky gut. Leaky gut (or hyperpermeability) is when the intestinal lining becomes too permeable due to lifestyle factors like poor diet and stress, allowing undigested food particles to pass through the gut lining directly into the bloodstream. This causes the immune system to attack the very foods you eat, resulting in food sensitivities. The gelatin in bone broth protects and heals the mucosal lining of the digestive tract and helps aid in the digestion of nutrients. It’s like spackling for your intestines.

• Fights infections such as colds and fl u. One of the most remarkable things about bone broth is its gut supportive benefi ts, which has a holistic effect on the body and support healthy immune system function. A large percentage of our immune system activity (about 70 percent to 80 percent) actually resides in the digestive tract, which holds trillions of bacteria and other microbes that affect nearly every bodily function in one way or another.

• Reduces joint pain and infl ammation. The glucosamine and chondroitin in bone broth are believed to help mitigate the pain and discomfort of arthritis and joint pain. Glucosamine can actually stimulate the growth of new collagen, repair damaged joints and reduce pain and infl ammation. The chondroitin sulfate in bone broth has been shown to help prevent osteoarthritis.

22

• Promotes healthy skin, hair and nails. The collagen and gelatin in bone broth supports hair growth and helps to keep your nails strong. Collagen helps form elastin and other compounds within skin that are responsible for maintaining skin’s youthful tone, texture and appearance. Collagen integrity is credited with helping reduce the visible signs of wrinkles, decreasing puffi ness and fi ghting various other signs of aging. Many people report a decrease in cellulite when consuming foods and supplements containing collagen, since cellulite forms due to a lack of connective tissue, allowing skin to lose its fi rm tone.

• Helps with bone formation, growth and repair. The calcium, magnesium and phosphorus in bone broth are essential building blocks for healthy bones, helping them grow and repair.

• Healthier (and cheaper) than buying supplements. Bone broth contains all nutrients and minerals found in bones and tendons rather than just one or two found in found in many supplements. Slow cooking at lower temperatures preserves the nutrients better than the high heat extraction used to make supplements.

• Fights infl ammation. Bone broth is very high in the anti-infl ammatory amino acids glycine and proline.

• Promotes sleep and calms the mind. The amino acid glycine found in bone broth can be very calming, and has been shown to improve memory.

• Reduces the need for meat and protein.Studies reveal that when there is lots of gelatin in the diet, the body’s requirement for animal protein can be reduced by up to 50 percent.

• Helps remove toxins.The abundant amino acid glycine aids the liver in its role of detoxifi cation. Given the toxic, chemical nature of today’s world, anything you can do to strengthen and improve the function of the liver is great for overall health.

• Strengthens the immune system.In today’s world, the average person is exposed to an array of environmental toxins, pesticides, artifi cial ingredients and chemicals of all kinds. While the human body has its own means of detoxifying itself from heavy metals and other toxic exposures, it often has a hard time keeping up when fl ooded with an overwhelming amount of chemicals. Bone broth is considered a powerful detoxifi cation agent since it helps the digestive system expel waste and promotes the liver’s ability to remove toxins, helps maintain tissue integrity and improves the body’s use of antioxidants. The high concentration of nutrients in bone broth makes it a “superfood.” A Harvard study showed that some people with auto-immune disorders experienced relief of symptoms from drinking bone broth, and some achieved complete remission.

23

CoreLife Meats and other Premiums (these items carry an additional charge if not already part of a proprietary meal)

At CoreLife Eatery, meats are offered as a protein-rich enhancement to the bowls. They are a part of a balanced meal, though not necessarily the main attraction, much like the role of meat in the Mediterranean diet.

Antibiotic-free chicken and grass-fed fl ank steak is prepared on an open grill throughout the day, in view of the customers. Chicken breasts are cooked perfectly to an internal temperature of 165 degrees and the fl ank steak is grilled to 145 degrees. The meats are then sliced into smaller pieces to be added to the bowls.

Bowls may be accessorized with other premium items including roasted organic tofu, avocado, bacon, hard boiled egg, local feta, gorgonzola, shredded white cheddar, shaved parmesan, parmesan crisps, and house-made hummus. The goal is to serve each bowl just the way the customer wants it.

CoreLife Dressings

If there’s one thing that sets CoreLife’s bowls apart from other restaurant fare, it’s the dressings. They literally take the meals to the next level in terms of fl avor and uniqueness. All dressings are made from scratch on site using the freshest, healthiest ingredients available. They are also gluten-free.

Here’s a list of the current lineup of delicious dressings (they even sound mouth-watering):

• balsamic vinaigrette • carrot chili vinaigrette• citrus poppyseed • cranberry vinaigrette• cucumber basil • greek yogurt ceasar• greek yogurt blue cheese • lime cilantro jalapeño vinaigrette• miso sesame ginger • sriracha• thai cashew • extra virgin olive oil• fresh lemon or lime squeeze

CoreLife Beverages

No meal is complete without a delicious beverage to accompany it. Drinks are not an afterthought at CoreLife Eatery, but rather an integral part of the menu that receives considerable thought, attention and innovation. The specifi c offerings change from time to time, but the core lineup includes green teas and lemonades (mixed with things like beet juice, cayenne, mango and apple), fresh extracted juices, organic cold-brewed ice coffee, and a wide selection of bottled drinks.

24

Food Energy

It is commonly understood that food gives us energy for the function of our bodies and minds. However, not all food is created equally when it comes to the amount of energy contained and the ease with which that energy is transferred to our bodies. There’s more to it than simply caloric content.

In chemistry, a small calorie (or gram calorie) is the amount of energy needed to raise the temperature of one gram of water by one degree Celsius at a pressure of one atmosphere. In the realm of food, the kilocalorie is defi ned in terms of kilograms rather than grams, and is equal to 1,000 small calories. One food calorie is equal to 4,186.8 joules, which is a unit of energy used to measure an electrical charge.

Electromagnetic energy is also measured in megahertz (MHz), and all food contains a certain amount of electromagnetic energy. Some people refer to this as vibration. Everything in the universe has a vibration, from rocks, trees and plants to animals and people.

This is where it gets interesting. The electrical charge in food can be measured. Generally speaking, heavily processed and cooked foods have a lower electrical charge, whereas fresh raw foods carry a higher electrical charge. For example, a typical fast-food meal of cheeseburger and fries carries an electromagnetic charge of less than 5 MHz. Many processed and canned foods have no electrical charge at all (0 MHz). But sprouted grains, fresh vegetables, grasses and low-sugar fruits can have an electromagnetic charge of 25-70 MHz or higher. These higher charge foods transfer energy to the body with greater ease and effi ciency.

A healthy human body carries an electromagnetic charge of 70 MHz or more, in contrast to an unhealthy, tired body, which has an electromagnetic charge of 60 MHz or lower. Higher energy foods that keep the body closer to its ideal charge are favorable, and require less of the body’s energy in order to process and utilize. The lower the body’s electromagnetic charge, the more susceptible to illness and disease it becomes. Anything less than 60-70 MHz prevents us from being healthy and performing our best. The digestive, immune and nervous systems become compromised and operate with reduced effi ciency and effectiveness. Studies indicate that colds and fl u start at 57-60 MHz. Disease can get a foothold at 58 MHz. Candida overgrowth starts at 55 MHz. People are prone to Epstein Barr virus (chronic fatigue) at 52 MHz. Risk of cancer increases at 42 MHz, and death of the body begins at 25 MHz. So, the value and benefi t of eating fresh, natural, high-energy food is clear.

Generally speaking, animal and dairy products, processed, refi ned and high sugar foods are acid-forming in the body, and carry a low electromagnetic charge. Fresh greens and uncooked vegetables are highly alkaline and hold a high electromagnetic charge. Vegetable broths are very alkalizing to the body.

Raw foods are more alkalizing, and cooked foods are more acidifying. The pH value of food describes whether it is acidic or alkaline. Alkaline foods are full of electrons or electrical energy, which is what the body runs on. Alkaline foods provide electron energy to the body, and acidic foods pull electron energy away from the body. Since alkaline foods require less from the body, they provide a boost in overall energy.

25

When eating fresh fruits and vegetables off the plant, tree or vine, the energy benefi t of the food is maximized. Food shipped long distances lose some of their energy value, as they are picked before they ripen, meaning they did not get the sunshine required to maximize the vibrational energetic quality of it.

Therefore, it makes sense to fuel the body with as much alkalizing, energizing food as possible. The menu at CoreLife Eatery is loaded with fresh, alkalizing foods that provide lasting energy to optimize physical and mental function, and promote health and well-being.

26

6 Headlines, Tag Lines, Benefi t Statements and Other Marketing Messages

Headlines

Used

You are what you eat.

No additives, ever.

Made from scratch daily.

No ordinary salad.

Suggested

Do you live to eat, or do you eat to live?

Eat to live.

It’s all good.

Fuel for life.

Put your head and your body on the same page.

Everything your body needs to look, feel and perform your best.

You’ve got to eat, so make it count.

Tag Lines

Used

Greens, grains & bone broth.

Customize your bowl each visit.

Always fresh, always refreshing.

27

Suggested

Food that fi lls you up without weighing you down.

Feel like taking on the world instead of taking a nap.

Healthy, natural food that works for you, not against you.

Other Marketing Messages

Discover how good it feels to eat clean and natural.

Everything we serve is good for you, or it wouldn’t be on the menu.

The food you eat should make you feel better, not worse.

Balance bowls of vitality brimming with energizing ingredients.

Bursting with fl avor and loaded with amazing food energy.

Energizing grains, nutrient-dense greens and slow-simmered bone broth.

If it’s not good for you, then it has no place at CoreLife Eatery

The right balance of energizing carbohydrates, healthy fats and powerful proteins.

You don’t have to sacrifi ce your taste buds in order to eat healthy.

CoreLife Eatery’s bowls are bursting with the fl avor you crave, while giving you the nutrition you need to feel and perform your best.

All natural ingredients, free from GMOs, trans fats and artifi cial additives – just real food that tastes great.

CoreLife Eatery has assembled one of the healthiest, most energizing and life-sustaining menus you’ll fi nd anywhere.

CoreLife Eatery believes in serving delicious healthy food made with the best available ingredients.

Eating fresh and natural can be labor intensive. Let CoreLife do the work while you simply order and enjoy.

Everything’s made from scratch daily right in our kitchen, with no additives or preservatives whatsoever.

28

Incredibly good, and good for you.

Food you love, for the way you want to live.

Nourish your life.

Adjectives and phrases for describing CoreLife Eatery and its food:

DeliciousNutritiousNaturalTastyBursting with fl avorEnergizingAlkalizingNutrient-denseCleanHealthyAdditive-freePreservative-freeGMO-freeNo artifi cial ingredientsFreshGreenMade from scratchScratch-madeEmpoweringNourishingAmazingBalancedFlavorfulMouth-wateringFoods you craveLive foodsPhytonutrientsSatisfyingSatiety promotingSatiatingSustainingTherapeuticHealingHolisticWellness promotingOptimized performance

29

7 Testimonials, Endorsements & Other Social Proof

[Note: we might want to thin this section out a bit, and add excerpts from any printed restaurant reviews if available.]

There’s nothing like unsolicited comments from customers and the media to provide a well-rounded perspective of CoreLife Eatery. Here’s what others have to say:

“CoreLife Eatery makes clean eating simple. If you’re trying to follow a special diet, whether it’s Paleo, Weight Watchers, macrobiotic, microbiotic, symbiotic (okay, the last two aren’t real diet plans) going out to eat is a challenge. When ordering you might as well just say, “Can you strip this entrée of anything that gives it fl avor?” The partners at CoreLife Eatery wanted to make it easier for people needing a meal away from home to fi nd fresh, healthy, appealing food.” – CITY Newspaper, Rochester, NY

“CoreLife Eatery wants to help its customers enjoy a great meal while not sacrifi cing their health goals.” – WUHF FOX Rochester

“Ridiculously good food for vegans, vegetarians, and carnivores alike at super solid prices! Dramatic change from the usual Syracuse lunch fare - totally worth the visit. (You’ll probably become a regular!)” – Mary W., Wilton, CT

“Unbelievably good food, healthy. Just great. A nice change from Subway and other lunch places. What a gem.” Rich Z., Acton MA

“This place is AMAZING and I actually think I am addicted. I am gluten free and I have eaten here several times and it does not bother me. I get the chicken cobb salad with no bacon, and I add some more veggies to my salad. It is absolutely delicious! And so fresh. I can’t remember the name of the salad dressing I use there but all their dressings are GF as well. It’s nice to be able to eat out and not worry about feeling sick afterwards from the gluten. Can’t wait to go back!” – Mimi R., Syracuse, NY

“I came back for more of that addictive fresh squeezed cranberry cayenne lemonade and fi nally tried the food. I had a bone broth bowl with kale, spinach, bean sprouts, peas, green onion, jalapeños, bacon, mushrooms and shredded cheese in beef broth. Hubby had a Cobb salad. We both loved our food. I defi nitely don’t think you can get fat eating broth and greens and you don’t feel gross afterward. After trying my bone broth bowl he decided he’ll defi nitely go that route next time. We’ll be back!” – Rachel C., Watertown, NY

“This was a fast, tasty, and refreshing way to have lunch and pass the afternoon. I had one of the salads and it was out of this world! I loved the variety of lemonades and teas that were available and I spent the afternoon catching up with an old friend on the patio. Prices were reasonable and all the ingredients looked excellent. I would defi nitely eat there again!” – Emily M.

30

“I CANNOT STOP EATING HERE. I think I am actually addicted. I fi nd it really hard to wow me with a salad...and they wow me every single time. I have gotten their bone broth soups before, which are delicious...but I am going to rave about their southwest chicken grain bowl. THIS SALAD IS SO GOOD YOU WILL DREAM ABOUT IT. Fresh greens, wild rice, black beans, corn, avocado, crunch tortilla chips, cheese, tomato, grilled chicken....with CILANTRO LIME dressing. SO GOOD I’M DROOLING RIGHT NOW. Every ingredient is fresh. There are so many yummy options and you can modify any of them. I also really appreciate that they mix the salad for you...such kind people. Not only are their options delicious and fresh, it is AFFORDABLE and they have a BANGIN beverage selection. Fresh iced teas and lemonades. Perfect beverage to compliment your hearty and healthy meal. So if you have lost all hope in the garden salad...please go to core. You can get rice noodles in your salad. If that isn’t hip and trendy then I don’t know what is....” Zoe B., Manillus, NY

“This place is amazing. Bone Broth is a way of life. I honestly believe you feel better after eating it. The cafeteria style is a newer concept in the area. Extremely successful in my opinion. The concept of farm to table expedited eatery is newer up this way as well. My recommendation, do a build your own bowl, choose from the dozens of fresh ingredients, and add a broth (choices of beef, chicken, and vegetable), be creative. In short, it’s amazing. Enjoy!!” – Ben M., Syracuse, NY

“This is an awesome restaurant! So many healthy and delicious options available, especially for people with limited diets who often have trouble eating out. The line is often long, but it always moves quickly. I wish they’d open more locations!” – Katie D., Buffalo, NY

“Great place to eat! Love the atmosphere. It’s quick and healthy! Fast food...healthy? Who’d a thunk it. I had their southwestern chicken grain bowl. It was so yummy! Will defi nitely come here again with friends! There should be more of these around. I love what they are and what they represent.” – Yvonne C., Syracuse, NY

“I love this food so much! The Thai chicken bowl and spicy beef are my favorite, and the bone broth is great when you’re feeling sick or sore. Also the cranberry cayenne lemonade is amazing!” – Madeline H., Syracuse, NY

“Core is a great place to eat if you live a healthy lifestyle or want a quick lunch or dinner out without feeling like crap/guilty after. I’ve tried many different salads, grains, and broth. I prefer the salads with the steak, bacon and blue as my favorite. The homemade drinks are unique and I like most of them; so does everyone else that has eaten here that I know. They have juices, coffees, and teas. You can get a cup of bone broth too. Staff is always friendly and place is clean. A salad and a drink cost around $15 which is reasonable for quality ingredients that you get.” – Jamie O., Syracuse, NY

“Found my new favorite lunch spot! Now I completely understand all the hype! I work around the corner, so I stopped in and grabbed to-go at around 12:30. As expected, long line, however it went by very quick. Especially with assistance from a very friendly staff member who stands near the line answering questions & helping indecisive people like me! I ended up with the southwest chicken grain bowl with a cucumber basil lemonade. It pains me to write this because I just fi nished my lemonade and wish I had more! I’ll admit I have a fairly large appetite, and I couldn’t even fi nish my bowl I was stuffed! So defi nitely a good value for what you get! New monthly treat for me!” – Sarah B., Baldwinsville, NY

31

“If you love fresh sustainable cooking then you have to go out of your way to visit core! Priding itself on fresh local sourced foods and sticking to three main meals (salad, grain bowl, or broth bowl), this eatery is perfect for any informal occasion. The interior has an urban rustic design. For what is offered and the portion size, it is also very well priced. Tip: the fresh juice and tea drinks are a must!” – Zechariah M., Camillus, NY

“I’m about as picky an eater as there can be...and I adore this place! I love that I can make my own bowl to my liking. The portion sizes are great; pricing is very fair. The beet lemonade is AMAZING. I love bringing my toddler and sharing my lunch with her...I know she’s eating actual, real food unlike pretty much any other eatery out there. We’ll keep coming back!!!” – Lisa K., Cicero, NY

“This place has wonderful food and it is actually good for you. They a wide variety of greens and grains. The soup is also excellent! Farm to table is the way to go. BTW, they also serve meat!” – Steve F., Liverpool, NY

“Best soup I have ever had!!!!!! When I am back in town I will be back. Hopefully they open more in other parts of the country.” – Vegas917, Las Vegas, NV

“Can’t get enough... So many healthy things to try! The fresh veggies in every dish, the fl avor from the fresh herbs, can I say FRESH one more time?” – Ashley C., Syracuse, NY

“Excellent food. That says it all. They offer a diverse menu of greens and grains that are sourced from local farms when ever possible. I have had many of their selections and found each to be delicious. If I had to recommend one dish to eat it would be the steak, bacon and blue salad. It is a very popular spot with a lot of people visiting during the peak eating times (lunch & dinner). The staff do a good job of moving the line through and there is plenty of available seating both inside and out.” – TheFeeNix, Liverpool, NY

“I was very excited to try this restaurant as there seems to be so few “healthy” food eateries in this area. They do also serve meat which my husband likes. The service and food were wonderful. I will defi nitely go back again.” – Linda T., Rochester, NY

“The best ‘health’ food. I use quotation marks around health because this is really just good food. Any way you look at it, this is good. Love the variety of choices and multiple options within each. Great idea and they do it well. This is not like most other places. Stop here! You cannot go wrong with any of the choices at Core. So yummy. You can change what you add to any of the dishes to add variety! Love this place so much.” – Kenneth K., Bonita Springs, FL

“Outstanding. Such a modern twist on a long time favorite. Love everything about this place. Highly recommend.” – Cole P., Alexandria Bay, NY

“Let me start this with saying I’m not a vegan/vegetarian in any sense. A friend of mine suggested we grab lunch here, and I’m all for trying new things. I was beyond impressed with my Chicken Cobb salad, which I had them add their Lime Cilantro Jalapeno vinaigrette instead of the blue cheese. Everything is very fresh and delicious. To go with my salad I tried their Cranberry Cayenne

32

lemonade, and all I can say is WOW! Such an interesting combo and absolutely delicious! Now to talk my husband into going with me.... :) – Alysha A., Syracuse, NY

“We ate here today for the fi rst time and it was delicious! Prices are really good considering the food your eating is clean and healthy! Plus the cucumber basil lemonade is amazing! Oh yeah – you get a lot of food – you will not leave hungry!! We will defi nitely be back!” – Ashley E., Matthews, NC

“Outstanding meal! CoreLife was amazing overall! The service was excellent, very helpful and knowledgeable about the menu. My wife has celiac and they were extremely careful and knowledgeable about the allergy. The food was very healthy. I highly recommend the southwest grilled chicken and wild rice blend!!” – Jatracy3, Skaneateles, NY

“Enjoyable atmosphere, emphasizing healthy lifestyle. You can customize your meal based on anything they have available with greens, broth bowl, or grains as the base. All juices, lemonades, iced teas and iced coffee are made on premises and are tasty. When the weather is decent, there is outdoor seating in front. Staff is very friendly and informative.” – RunningGuru, Syracuse, NY

“My wife and I really enjoyed our meal here. Lots of healthy choices and the ingredients are all stated to be organic. I had an Asian steak salad with miso dressing. The greens were kale but there were other greens you can get if kale is not appealing to you. Vegan choices as well. The meat was in little cubes and it was just the right amount for a salad.” – zuma06

“Cute little spot which is a little bit of a drive but defi antly worth it, especially for the price. Love the set up and seeing the fresh food being prepared. My favorite so far is the Kale Caesar!” – Amber D.

“Amazing vibe! This venue packs in the customers! Wonderful concept that has taken off! The line moves very fast and lunch was fabulous!” – Moondanced, Rochester, NY

“Came here for dinner every Wednesday while going to a class nearby. The variety, freshness and overall quality of food here is phenomenal. If I were close enough to make eating here a constant routine I would. As far as fresh-vegetable quick-buffet style eateries, this is the best I have ever been to. Goodbye Subway. Hello Core!” – BethanyJohn, Syracuse, NY

“The food is not only healthy but SOOO delicious! I had a broth with grass fed beef, quinoa, tons of veggies and a really great fresh juice lemonade! Sounds simple but was delicious. Will defi nitely go back !” – Mary F., Watertown, NY

“Nice surprise. Great fresh ingredients! You can order off the pre-set menu or build your own. Choose your grain, green, broth. Excellent!” – FamilyExplorer4, Syracuse, NY

“Simply amazing. My wife and I have been eating healthier for the past 4 years or so. One thing we’ve noticed it that we started a craving for salads. The possibilities at Core are endless. Even though we live an hour and forty fi ve minutes away, we can see ourselves making special trips here just to eat. Delicious.” – bosshog405, New York

33

“Delicious. I went to Core for the fi rst time last week and haven’t stopped thinking about it since. We were greeted by a very friendly employee who explained how ordering works. She answered our questions and was very patient (ordering is a little overwhelming so we had a few questions). I ordered the Mediterranean Salad with a side of vegetarian chili. If it was socially acceptable to lick my plate clean, I would have done so. Loved my lunch and can’t wait to go back. Prices are reasonable and staff is friendly and helpful.” – Stephanie M.

“Worth a side trip while on the road! We have been on the road for about 3.5 months and it is HARD to fi nd quick, healthy options when traveling. Thankfully, TripAdvisor helps take some of the guesswork out of that. And after a few days in Canada (home of bland, gravy covered everything), when we were nearly dying for some fresh, fl avorful food, we were delighted to discover Core. Google gave us a slightly weird route, but it was well worth the little bit of rigmarole to get here! We each ordered a salad and shared a soup and they were all remarkably full of good ingredients and didn’t have any of the hallmarks of “fast” or “cheap” food (i.e. iceberg lettuce and dried out veggies) that we are used to seeing, but yet we got our order quickly and the price was reasonable. Nothing but good things to say about this place!” – Dani D., Boise, ID

“Healthy fare!. Awesome place. This is one of those places similar to what I encountered everywhere in Southern California- healthy, energizing unprocessed foods- too few of these types of places are here in Central New York. The food is amazing and healthy. I love the fi ery sriracha ginger roasted tofu green bowl. The grains and bone broth options are awesome as well. The beet lemonade is out of this world. (if you are a fan of beet juice).” – riverrat33523, Cicero, NY

“Healthy is better! Had a steak salad which was very good. I chose this entry because I liked everything that was in it. There were a lot of choices that you could have customized your order with or picked one of their creations listed on the menu. Drinks were all pretty healthy too. Would like to go again and try something more grainy since everything looked really good.” – Mary Ann P., Cicero, NY

“I’ve been looking for a good place to have a healthy lunch while in Syracuse, I found this place on Trip Advisor and took my daughter for lunch. The parking lot was jammed and there was a line out the door. There must have been 40 people in front of us to order but the line moved quickly and we were sitting down within 10 minutes. Now that’s great service. You order your salad and options and the servers are excellent.” – Tim F., Carmel, NY

“Top notch healthy alternatives with great beverages. Even with big lines, pace of service is quick and effi cient!” – Rich V., Cicero, NY

“What a great concept! Appetizing and healthy choices for everyone. I had the kale chicken Caesar salad and it was delicious. They use no artifi cial anything!! I had a lemonade which was also very tasty and thirst quenching. You proceed down the line and choose your ingredients and pay at the end. I will be back to try other menu choices. I give it a thumbs up!!” – eyerishwoman, Cicero, NY

“We stopped here on our way home from Maine and fell in love with this restaurant. If we were to open a franchise near our home in Michigan this would be it. We believe it’s the next Chipotle. Wanted to try so many different bowls but only had time in town for one. Food was amazing, my wife agreed. Was right next door to a place for fancy ice cream too. 5 stars.” – John J.

34

“Saw really good reviews about this restaurant and decided to try it. The food was really fresh and healthy; and the price was reasonable. Great choice if you love healthy vegetables and grains.” – Pasadena_dpr, Pasadena, CA

“First time visitor & I’ll be back. Lots of different greens & grains options with a plethora of additional ingredients if you wish. Good variety of basic offerings on the menu plus you can make your own creations if you like. Inexpensive (lunch for less than $10) and very tasty. It’s what healthy food should be.” – RonL40, Utica, NY

“Had a great time making choices from the extensive and delicious looking menu. This was our fi rst time there. We had lunch there because we had heard rave reviews from friends. We were not disappointed. The food was delicious and reasonably priced.” – Bill_and_Marge2467, Syracuse, NY

“Delicious, healthy and fresh. I was so excited when Core opened and I was not disappointed. This place has amazing, fresh, and healthy food - their southwestern salad is so good! And their bone broths are a delight! I loved their homemade ingredients - everything tastes wonderful!” – Danielle S., Copenhagen, Denmark

“Wow – what a fi nd! We were on the road from Buffalo to Albany and got off the highway to try this place. Was defi nitely worth it! A great selection of fresh offerings - try some juice!” – J G, Washington DC

“Fresh and fl avorful! It was packed at noon on a weekday but the fast casual line moved very quickly. We tried two different grain bowls, a cup of bone broth and the beet lemonade. It was all so fresh and very tasty. It was a good size portion and was fi lling but not in a bloated kind of way. So many options to create your own meal too! I’m looking forward my next visit.” – zodiacrunner, Liverpool, NY

“Have eaten here many times and have never gotten sick (I am very sensitive). Staff is knowledgeable and they always make sure to change their gloves. The person who changes their gloves moves down the line with you and no one else touches your meal, ensuring you won’t get cross contaminated. Love it here!” – GlutenFreeEmily

“My wife and I had lunch at Core this past weekend, and the food was terrifi c. Clearly the freshest salads we have had in a restaurant; great variety and choices. This restaurant has a very nice outdoor sitting area, and since the restaurant is situated within a very large landscape nursery, the surroundings are very pretty. Defi nitely going back again to try one of their soups.” – kenkadish, Syracuse, NY

“Each member of our party built a totally different bowl. I had a spinach based salad with grilled chicken. My children had bone broths and my partner had a grain and greens bowl. It is fun to create and choose exactly what you want in your bowl! I would highly recommend checking out this new venue in the Syracuse market! Delicious fresh food with many, many varied choices! Delicious!” – Dreamagic, Syracuse, NY

35

“Guilt free, great food. This is a “fast-casual” restaurant, kind of like a Chipotle, but the food is great, HEALTHY, and their selection of drinks is awesome. I especially liked the blueberry-mint lemonade and the cucumber-basil lemonade. I also loved the decor, it was spacious and there was plenty of indoor and outdoor seating. The prices were reasonable, at about $10 per person for food and drink.” – Appendices, Clay, NY

“Healthy eats, quick and easy checkout. Our family has been to CORE at least a dozen times. We’ve always been happy with our food and array of unique, different types of healthy drinks. This place always has a line. A little patience goes a long way. The line moves along smoothly. Employees always accommodate the customers. I’d love to see another CORE restaurant...maybe in Baldwinsville?!” – Dan D.

“Ordering seems overwhelming, but it isn’t. Get the dish described on the menu or create your own with the ingredients they have. Very fresh and very effi cient staff. It’s fun and healthy in minutes. They should franchise. Very good fare. Color me with a smile.” – Stevie C., San Francisco, CA

“Many good choices. No chips. No fries. No Pepsi. Lots of veggies, broth, grain and fl avors.” – Stephen C., Syracuse, NY

36

8 Epilogue: Moving Forward

CoreLife Eatery is sparking a revolution in the food service industry by returning to the time-honored practice of serving fresh, natural, delicious food, and focusing on the customer’s desire for healthy meal options that enhance the way they feel and perform in their lives.

CoreLife relies on word-of-mouth and social media to spread the news about a new and better way to eat out. The brand is being built one successful location at a time, and by serving one great meal at a time, the way the customer wants it. The customers like what they’re fi nding at CoreLife Eatery, and they’re coming back for more – and bringing their friends with them.

Restaurant patrons are evolving and becoming educated. It’s no longer just about taste, price and feeling full after a meal. People are concerned about what they eat, and how they’re going to feel – for the rest of the day, tonight and tomorrow. Eating right has become a lifestyle for many, and it’s a daily discipline that is part of living a better life.

CoreLife Eatery is at the vanguard of a movement to reconnect people with quality food, not simply as an end unto itself, but as a means to a more energized, engaged and purposeful existence. CoreLife considers it a privilege to help people fulfi ll their goals with passion and enthusiasm.

With four locations up and running, and more in development, soon CoreLife Eateries will be opening nationwide so that more and more people will be able to experience the CoreLife way of nourishing their lives.

37

Contact

E-mail: [email protected]

Website: www.eatatcore.com

Locations (open from 11am to 9pm daily):

Syracuse, NY7265 Buckley Rd.Syracuse, NY 13212(315) 299-4451

Webster, NY927 Holt Rd.Webster, NY 14580(585) 667-0001

Greece, NY2373 West Ridge Rd.Greece, NY 14626(585) 484-8558

Strongsville, OH17917 Southpark Center Suite #130Strongsville, OH 44136(440) 732-0633

38