CY 14oz Rib Presentaion

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					14 oz Memphis Style Baby Back Rib
                                                                                       Memphis Style



         An increasingly popular “sense of place” are directing Food Service operators
         to shift direction and focus more broadly on the best of U.S. regional cuisines.
         Food Service research expects that this will continue and expand to areas not
         commonly called out on menus with a nod to America that appears patriotic
         while creating mental images that take the diner on a journey.*

                                       Memphis is probably best known for its DRY barbecue.
                                       Most frequently used on ribs, the dry style is highly
                                       flavorful and is less messy to eat than wet. In the dry
                                       process, the ribs are coated with a rub made from
                                       ingredients such as garlic, paprika, onions, cumin, and
                                       other spices. The ribs are then cooked in a smoker.
                                       Typically, dry ribs are served with a sauce on the side.


                                       Research survey showed 74% of the restaurant
                                       goers were interested in Memphis Style BBQ.*
       Famous Memphis BBQ restaurant
               Rendezvous
*Mintel Dining Out_2011 A Look Ahead
                                                        The RIGHT Rib!




    Right Size Slab
    Right Size case count
    Right Smoked-Fully Cooked, Ready in Minutes
    Right Rub brings Innovation to the Category
       •Customization-Consumer can add their favorite sauce




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                                                                                                                      Rib Category



                           Total Rib Category is showing significant growth for Ribs
                                         under the $11.00 Price Point.

   TOTAL U.S. FOOD
   Current 24 Weeks ending Feb 26, 2012
                                                                     Volume Sales %                  Dollar Sales   ACV Wghtd   Avg Price
                                                      Volume Sales                    Dollar Sales
                                                                       Chg YrAgo                     % Chg YrAgo       Dist     Per Unit

   Ribs                                                8,441,220           (3.96)     50,330,428          1.04         83.49       9.55
   +LLYD1 ENTR RIBS RFG     37.4OZ 7892910042          1,656,748           (0.22)     10,351,544         (4.14)        51.93      14.60
   Private Label Allothr1 Pork 20-30oz Wet Tray Ribs     952,884          (48.14)      4,990,632        (32.28)         7.27       8.40
   +TYRM1 BBQPK ENTR RIBS RFG 24OZ 9233881731            700,871          (28.71)      5,477,206        (16.91)        28.53      11.72
                                                         561,874
   Private Label BbyBkRib Pork 0-19.9oz Wet Container Ribs                952.45       2,968,042        922.26          8.45       5.33
   +LLYD1 PRK ENTR RIBS RFG 36.8OZ 7892915057            515,540           (6.29)      3,143,169         (8.81)        21.70      14.02
   Private Label BbyBkRib Pork 30.1-40oz Wet Tray Ribs 475,926              5.97       2,447,080          3.56          2.64      10.28
   +LLYD1 BBQBF DNR RIBS RFG 37.4OZ 7892937009           260,535          (25.08)      1,431,224        (26.53)        15.06      12.84
   Private Label Allothr1 Pork 20-30oz Wet Container Ribs227,198          (13.22)      1,491,426        (15.07)         2.71      10.12
   +RUDLS BBQ ENTR RIBS RFG 32OZ 6584750099              191,581          436.81         822,717        327.97          1.63       8.59
   +JKDN4 PRK ENTR RIBS RFG 16OZ 9533400122              183,971           77.97       1,499,880         78.99         16.83       8.15
   +PLMRS BBQPK ENTR RIBS RFG 24OZ 4350051114            155,802           50.01       1,063,338         50.64         10.75      10.24
   +FRMLD RIBS REG         80OZ 7024720729               148,030          233.56         245,554        239.88          1.60       8.29
   +BCPRM BBQPK ENTR RIBS RFG 17OZ 9233810528            145,057        6,713.94         780,752      5,474.73          7.10       5.72
   +LLYD1 BBQPK ENTR RIBS RFG 16OZ 7892903261            144,414            8.39         989,382          2.65          8.71       6.85
   +TYRM1 BBQPK ENTR RIBS RFG 28OZ 9233871746            139,919           25.19         962,303         26.76          8.22      12.04
   Private Label BbyBkRib Pork 20-30oz Wet Container Ribs139,761          (27.93)      1,260,935        (30.09)        13.14      11.28
                                                         100,848
   Private Label BbyBkRib Pork 0-19.9oz Wet Plastic Wrppd Ribs            115.45         603,194        110.35          2.33       6.26
   +CURLS BBQPK ENTR RIBS RFG 24OZ 0405170424             99,121                         658,246                        8.93       9.96


*IRI DATA
                                                                                     Grocery Channel sees growth from
                                                                                                           smaller ribs



         Smaller Size Ribs are seeing Dollar Sales growth vs. YAG. Ribs weighing 2 LBs or larger
                                are seeing significant Dollar Sales losses.




                                                         Rib Size Segments Metrics

                       $ Sales Chg vs.. YAGO                                                                 Dollar Sales Chg
                                                                                              Dollar Sales
                  Total US Food - Latest 52 Weeks                                                               vs. YAGO

                                    14oz and Under                                             $852,962         $852,962
                                     16oz to 20oz                                             $10,580,135      $2,427,762
                                     24oz to 28oz                                             $23,802,268      $2,680,635
                                      32oz and Over                                           $42,623,012      -$6,250,784

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Source: DeCA Assortment – EmpowerIT; Total US Assortment – IRI InfoScan database, data ending 2/26/12
                                                                                              Curly’s Brand continues to
                                                                                           accelerate across the country


        Curly’s continues to grow sales as it has for each of the past 4 years across the
                                      Grocery Channel.

         Dollar Sales – Curly’s Meat in Sauces                                                              $19,954,980

                   Total US Grocery                               $17,636,588
                                                                                       $18,135,596



                                              $14,019,706
                  $12,892,057




              Calendar Year 2007          Calendar Year 2008   Calendar Year 2009   Calendar Year 2010   Calendar Year 2011


        6
Source: IRI InfoScan database; data ending 1/29/12
                                                    Curly’s National Marketing Support




                                                 In-Store Floor Talk
                         In Store Shelf Talk



                                                                           Food Network Email Blast
People Magazine
 National Media                                                            And On-Line Sponsorships




                                                                            Cross-Category Promotion
    Sandra Lee Semi-                                                        For increased HH Penetration
      Homemade              Bounce Back
      Partnership                                        NewsAmerica FSI
                       On ALL Curly’s BBQ Tubs
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                                                                                                                                     NEW
                                                                                                                Curly’s 14oz Memphis Style
                                                                                                                             Baby Back Rib


                              Curly’s 14 oz. Memphis Style Baby Back Ribs
                                               6 CT Case!


                                                                                                                                            Need Bar Code




                                                                                                                                                                           Pallet Config.
                                                                 Pkg Dimension                                                   Case Dimension                              (TI X HI)
                                                   Pkg Net                            No of packs   Case Net Weight + Tare
     Case GTIN/Desc            Pkg GTIN/Desc      Weight (Oz)   (L X W X H) Inches     per Case     Weight = Gross Weight      (L X W X H) Inches            Cu. Ft/Case   Boxes/pallet

     10 70405170405 0          00 70405170405 3       14         14.25 x 5.25 x 1.0        6                6.0 lbs          18.375 L x 6.375 W x 5.6875 H      0.39          14 x 10
14oz Curlys Memphis Rub Rib
Appendix
                                                          Tested and Proven Winner!



Consumers were surveyed during a recent new product road show of a Dry Rub Rib.


                                   Consumers said they want a Dry Rub Rib option!




                      •When tested at Costco, 82% of all customers liked the option of
                      a Dry Rub rib. Most of those members noted that if the option
                      were available, they would purchase the Dry Rub rib in addition
                      to a sauced Rib.

                      •“Heat and Eat” convenience that is Smoked for Hours, Ready in
                      Minutes.

                      •Allows consumers to continue to create and add their own
                      barbecue sauce if they prefer. Same incremental benefit as
                      Curly’s Sauceless.
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posted:7/4/2012
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