Would You Like Milk With That? - FIL-IDF - Welcome · PDF fileWould You Like Milk With That? ... – Dairy innovation, and focus, not happening – Dairy sales static/declining at

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Would You Like Milk With That?
Yves Boutonnat Trophy U.S. Entry
June 30, 2011

Background Sales:
Dairy innovation, and focus, not happening Dairy sales static/declining at retail/FS outlets Dairy production continues to increase
National obesity issue attacks on foodservice
Economy Economy declining Fractured media markets: network, cable, cloud Inflation continues to erode promotion budget
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http://images.google.com/imgres?imgurl=http://www.columbiacougars.com/soccer/Sonic Logo.jpg&imgrefurl=http://www.columbiacougars.com/soccer/index.html&h=450&w=788&sz=189&hl=en&start=1&sig2=fki2j0h0fJs9HKafZ8Qvcg&um=1&tbnid=0y3A8AL9VzRFFM:&tbnh=82&tbnw=143&ei=oaaXRvavH6foiQGN0bHBBw&prev=/images?q=sonic+logo&svnum=10&um=1&hl=en&rlz=1T4SUNA_en___US211

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HOW are you going to keep up with my production??

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Opportunities for Dairy in Foodservice
Fight obesity attacks Freshen menus Add to bottom line Sustain incremental growth

Consumers Now Expect More Than the Basics
Quick Service Basics
Fast Easy Affordable Good Taste Clean
New Must Haves
Fresh Food Food Choice Nutritious Food Emotional
Connections
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Qualities Encouraged In New Products
Nutrients
Calcium Dietary Fiber Vitamin A Vitamin C
Food Groups
Low Fat / Fat Free Dairy
Whole Grains Fruits Vegetables
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Nutritions Key Role In Development
Enhance The Positives Boast any excellent
or good source of vitamin or mineral
Boast any dairy, fruit, vegetable, or whole grain claims
Contains one cup of dairy per serving
Decrease The Negatives Keeping added
sugar as low as possible
Keeping an eye on sodium, fat and calories
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Opportunity Restaurants will provide more than
70 billion meal and snack occasions in 2010
On a typical day in America in 2010, more than 130 million people will be foodservice patrons
2010 NRA Forecast
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Restaurant Share Of The Food Dollar Nearly Doubled Since 1955
2010 NRA Forecast
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945,000 Restaurant Locations In The USA
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Burger Chains
Pizza Chains
Sandwich Chains
Coffee Chains
Casual Dining
Family Dining
Plus Buffets, Fine Dining, Snack Chains, Independents And More!
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Nearly Of Total Food & Beverage Servings Are From QSR Segment
71% 15%
13% 1%
Total Annual Servings (Food & Beverage)
QSR Segment
Midscale Segment
Casual Dining Segment
Fine Dining
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NPD Crest Total Food & Beverage Servings Includes Dine-In and Carry-Out
November October 2010 Includes All Ages (Both Kids And Adults)

Objective
1. Position dairy as nutrient positive influence in the battle against obesity
2. Put dairy products back on the menu 3. Utilize brand marketing power 4. Influence the dairy category in
foodservice 5. Develop business model that will sustain
incremental dairy product growth
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Strategy 1. Utilize existing dairy research, and
staff insights, to aid in new product development and deployment
2. Build long term, deep relationship with a key partner capable of serving as a category catalyst
3. Focus investment on development, testing, and deployment - not consumer advertising
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McDonalds as a Partner

McDonalds Is Number One When It Comes To Sales
$31 Billion
$10 Billion
$9 Billion
$8 Billion
$7 Billion
$6 Billion
$5.6 Billion
$ 5 Billion
$3 Billion
McDonald's
Subway
Starbucks
Burger King
Wendy's
Taco Bell
Dunkin' Donuts
Pizza Hut
Domino's
Dollar Sales to Consumers Nov - Oct 2010
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NPD Crest Dollar Volume November October 2010
Includes All Ages (Both Kids And Adults)

6.9 Billion US Consumers Visited A
McDonalds Over The Past Year
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NPD Crest Traffic Volume at McDonalds Includes Dine-In and Carry-Out November October 2010 Includes All Ages (Both Kids And Adults)

McDonalds Annual Traffic Is More Than Double Other Top QSRs
01,000,000,0002,000,000,0003,000,000,0004,000,000,0005,000,000,0006,000,000,0007,000,000,0008,000,000,000
McDonald's Burger King Wendy's Subway Pizza Hut
Annual Traffic
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NPD Crest Traffic Volume November October 2010 Includes All Ages (Both Kids And Adults)
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Would You Like Milk With That? - FIL-IDF - Welcome · PDF fileWould You Like Milk With That? ... – Dairy innovation, and focus, not happening – Dairy sales static/declining at

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