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 Media Monitoring: Chipotle, Arby’s, Sonic Corp. National and trade coverage over the past few months

Sonic

•   Nation’s Restarant News

o Jan. 29, 2016 – Sonic named Todd Smith, former chief marketing officer, to the

additional role of president. The company said that in his expanded role Smith

ill o!ersee ad!ertising, digital cons"mer comm"nications, prod"ct inno!ation,

cons"mer insights and c"stomer relationship management.

http#$$nrn.com$people$sonic%names%todd%smith%president&'()'*'%

02+-ss"e)'*'%02++2016020+'*'%

02++/1sf!c/enes)/2cl)article+/+/"tm+rid)30600000006461"tm +campaign)/14"tm+medi"m)emailel52)40fe20d//690e4dddcca

o Jan 29. 2016 % Sonic has committed to ser!ing cage%free eggs ithin the folloing

year.

http#$$nrn.com$s"pply%chain$resta"rant%chains%r"sh%ser!e%cage%free%eggs

o Jan. 6, 2016 – Sonic strategi7es tiered pricing, targeted !al"e messages, a 8alance

of !al"e and premi"m men" items in order to help dri!e same%store sales groth.

http#$$nrn.com$same%store%sales$sonic%8alances%!al"e%premi"m%men"%items

o Jan . 2016 – Sonics profits rose 2. percent and systemide same%store sales

increased . percent d"e to impro!ements in core menu items, combined withlimited-time-offer promotions.

http#$$nrn.com$same%store%sales$sonic%15%net%income%rises%2

•  !SR

o Jan. 12, 2016 – Sonic adds fo"r ne leaders to their marketing team. :;ith the

neest additions to o"r team, Sonic contin"es to attract the highest le!el of talent

to the 8rand and o"r hometon of <klahoma ity. Jon, =o8, Scott, and ="rke

>orley ill 8ring !al"a8le ideas, strategies, and skills to the marketing f"nction

and o"r team,? says Todd Smith, chief marketing officer.

https#$$.5srmaga7ine.com$nes$sonic%adds%fo"r%ne%leaders%marketing%team

o Jan. /, 2016 – Sonic is expected to add ne dri!e%ins to the state of alifornia

o!er the next se!en years.

https#$$.5srmaga7ine.com$nes$sonic%plans%8ig%groth%california

•   "ood #siness News

o @e8. 2, 2016 – Sonic orp. has committed to ser!ing 100A cage%free egg

 prod"cts in its ,00 dri!e%in resta"rants 8y 202.

http#$$.food8"sinessnes.net$articles$nes+home$@ood%Ser!ice%

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*etail$2016$02$Sonic+hops+on+cage%free+8anda.aspx&-B)A=C69=@9%

1@=9%/D@%9116%220469@0ABcck)1

•  San Antonio #siness $ornal

o Jan. 29, 2016 – Sonic orp. is testing solar poer in their dri!e%ins in San

Dntonio.

http#$$.8i7Eo"rnals.com$sanantonio$print%edition$2016$01$29$sonic%dri!e%in%testing%solar%poer%in%san%antonio.html

Chipotle

•   Nation’s Restarant News

o @e8. , 2016 – hipotle is cond"cting their largest marketing campaign in history

that ill incl"de :significant "se of free8ies and disco"nts.?

http#$$nrn.com$food%safety$chipotle%companyide%meeting%mark%ne%era&

 '()'*'%02+-ss"e)'*'%02++20160204+'*'%

02++49sf!c/enes)/2cl)article+1+2"tm+rid)30600000006461"tm

 +campaign)6/"tm+medi"m)emailel52)6a88/8aa6//a8902dc10992f 

1ae

o @e8. , 2016 – hipotles forard%looking plans are tampered ith once food%

safety in!estigations are 8roadened.

http#$$nrn.com$finance$analysts%chipotle%faces%long%road%reco!ery&'()'*'%

02+-ss"e)'*'%02++2016020/+'*'%

02++6sf!c/enes)/2cl)article+1+"tm+rid)30600000006461"tm +campaign)2/"tm+medi"m)emailel52)9adfa694/99a19869/d62

d6a9

o @e8. 2, 2016 – @ederal in!estigators 8roadened scope of criminal pro8e

systemide of hipotles food%safety practices going 8ack to Jan. 1, 201.

http#$$nrn.com$fast%cas"al$criminal%pro8e%chipotle%food%safety%practices%

expanded%systemide&'()'*'%

01asf!c/enes)/2cl)article+1"tm+rid)30600000006461"tm+campa

ign)/4"tm+medi"m)emailel52)/80429af/9194619fdcd694a

o @e8 1. 2016 – The enters for Bisease ontrol and re!ention said hipotles C.

coli o"t8reaks appear to 8e o!er.http#$$nrn.com$latest%headlines$cdc%chipotle%e%coli%o"t8reaks%appear%8e%o!er 

o Jan. 1, 2016 – hipotles exec"ti!es, as ell as the C<, expressed confidence

that the food%safety crisis o"ld 8e o!er. They also anno"nced a ne marketing

 p"sh that o"ld la"nch mid%@e8r"ary.

http#$$nrn.com$food%safety$chipotle%ceo%extremely%confident%food%safety%crisis%

o!er 

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o Jan. 4, 2016 – hipotle s"ed for misleading in!estors a8o"t food%safety practices

after series of food8orne illness o"t8reaks in Ben!er.

http#$$nrn.com$chipotle$chipotle%s"ed%o!er%alleged%misleading%food%safety%

statements

o Jan 6. 2016 – Drticle feat"res nes of the federal pro8e of the noro!ir"s o"t8reak

at a alifornia location of hipotle location in D"g. 2016.http#$$nrn.com$food%safety$federal%chipotle%in!estigation%raises%E"risdiction%

5"estions

o Jan 6. 2016 – hipotle first recei!es grand E"ry s"8poena as part of a criminal

in!estigation related to a noro!ir"s o"t8reak in Simi Falley, alif.

http#$$nrn.com$fast%cas"al$chipotle%recei!es%s"8poena%criminal%pro8e

•  !SR

o @e8. 4, 2016 – Today, hipotle closed all locations today to host a company%ide

!ideo meeting on food safety. hipotle is going o!er ne food%safety protocol,

hich incl"des :preparing certain foods off site, B'D testing meat and fresh

 prod"ce, rolling o"t a ne food%tracing program, and offering employees paidsick lea!e.?

https#$$.5srmaga7ine.com$nes$chipotle%closed%/%ho"rs%today%food%safety%

meeting&

"tm+campaign)20160204"tm+medi"m)email"tm+so"rce)Eoltmicrosite)2

16 

o @e8. 1, 2016 – Bespite hipotles recent stories of food%safety o"t8reaks, teens

and yo"ng ad"lts contin"e to remain loyal to the chain. Teens and yo"ng ad"lts

increased their !isits to the resta"rant 8y do"8le%digits last year. “Their

 willingness to overlook any food safety concerns to eat at Chipotle could be aresult of unabashed loyalty or lack of awareness,” says Bonnie iggs, !"#

$roup%s restaurant industry analyst.

https#$$.5srmaga7ine.com$nes$teens%and%yo"ng%ad"lts%remain%loyal%

chipotle

o Jan. 20, 2016 – S"mmary of hipotles C. coli 8acteri"m o"t8reak and hat it is

doing to replenish its 8rand name.

https#$$.5srmaga7ine.com$o"tside%insights$chipotle%looks%fresh%start

o Jan. 1, 2016 – hipotle anno"nces that it ill close don all resta"rants @e8. 4 in

order to hold a company%ide disc"ssion on food%safety protocol.

https#$$.5srmaga7ine.com$nes$chipotle%8riefly%close%stores%food%safety%

re8oot

o Jan. , 2016 – Sales pl"mmet for hipotle after the C. oli anno"ncement ismade. Sales dropped 1/.6 percent for the fo"rth 5"arter.

https#$$.5srmaga7ine.com$nes$chipotle%sales%pl"mmet%after%e%coli%

noro!ir"s%o"t8reaks

•   Adwee% 

o Jan. 1, 2016 % Ddeek seeks to analy7e hether hipotle sh"tting don d"e to

its food%safety !iolations ill 8e a good idea for their 8rand. Ddeek claims that

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in the end, cons"mers ill appreciate hipotles transparency, 8"t that the

company is also :miring itself f"rther in a pro8lem itGs trying to gain distance

from.?

http#$$.adeek.com$nes$ad!ertising%8randing$all%chipotles%ill%close%

ho"rs%long%safety%talk%ill%it%help%or%taint%8rand%e!en%more%1690/6 

•   &os Angeles 'imes:o @e8. 4, 2016 – hipotle closes don doors for food safety meeting.

http#$$.latimes.com$8"siness$la%fi%chipotle%closed%20160204%story.html 

o @e8. 1, 2016 – hipotle C. coli o"t8reak deemed o!er.

http#$$.latimes.com$8"siness$la%fi%chipotle%stock%20160201%story.html

o Jan. 1, 2016 – hipotle anno"nces that all stores ill close @e8. 4 d"e to C. coli

o"t8reak for a national team meeting regarding food%safety.

http#$$.latimes.com$8"siness$la%fi%chipotle%closed%2016011%story.html

o  'o!. 20, 201 – hipotles C. coli o"t8reak has 8een anno"nced to ha!e spread to

alifornia.

http#$$.latimes.com$food$dailydish$la%dd%chipotle%ecoli%2011120%story.html• C#S News#

o @e8. 4, 2016 – hipotle orks to regain cons"mer tr"st after disease o"t8reak 8y

sh"tting don stores and cond"cting a food%safety meeting.

http#$$.c8snes.com$nes$chipotle%orks%to%regain%c"stomer%tr"st%after%

disease%o"t8reak$

o @e8. , 2016 – @ood sales tank 1/ percent d"e to m"ltiple C. coli o"t8reaks.

http#$$.c8snes.com$!ideos$c8sn8"siness%chipotle%sales%tank$

o @e8. 1, 2016 – Dfter the B closes the hipotle food%safety case, hipotles

shares ere "p .6 percent. rior, hen the anno"ncement as first made, the

companys stock deceased 8y 26 percent in three months.

http#$$.c8snes.com$nes$cdc%closes%chipotle%case%and%the%stock%E"mps$

o Jan. 1/, 2016 – Dfter anno"ncements of C. coli o"t8reaks, hipotle claims to

do"8le amo"nts of free food resta"rants can gi!e to c"stomers.

http#$$.c8snes.com$nes$chipotle%hopes%free%food%ill%lead%to%forgi!eness$

o Jan. 1, 2016 – hipotle claims it ill 8egin a ne marketing p"sh 8eginning in

@e8r"ary so that it can 8egin its :road to reco!ery.?

http#$$.c8snes.com$nes$chipotle%to%start%p"sh%to%in%8ack%c"stomers%in%

fe8r"ary$

• 'he New (or% 'imes#

o @e8. 6, 2016 – Drticle analy7es hether hipotle ill 8e safe to eat in the long

r"n.http#$$.nytimes.com$re"ters$2016$02$06$8"siness$06re"ters%chipotle%mexican%

health%reg"lations.html

o @e8. 2, 2016 – Ds the C. coli o"t8reak is deemed o!er, sales are still contin"ing to

decrease for hipotle.

http#$$.nytimes.com$aponline$2016$02$02$8"siness$ap%"s%chipotle%

res"lts.html

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o Jan. 1/, 2016 – hipotles ne marketing plan to emphasi7e not only fresh food,

 8"t safe food.

http#$$.nytimes.com$2016$01$1$8"siness$chipotles%ne%mantra%safe%food%

not%E"st%fresh.html

Arby’s

•   Nation’s Restarant News

o @e8. , 2016 – S"n Holdings -nc. has agreed to 8"ild another 1 Dr8ys locations

in H"ston, Texas. S"n Holdings -nc. is modeling these locations after Dr8ys ne

:-nspire? resta"rant design, hich incl"des s"8ay tiling, m"lticolor ood

materials, modern lighting and chalk8oard graphics.http#$$nrn.com$franchising$s"n%holdings%expand%ar8y%s%ho"ston 

o @e8 1. 2016 – Dr8ys same%store sales rose 4.1 percent in 201. This is the 8est

 performance for the chain in more than 20 years. Dr8ys said that its ne :>en"

of Fen"es? approach to sign that pro!ides different architect"ral options to fit into

different trade areas and retail spaces helped f"el the "nit groth.

http#$$nrn.com$corporate%nes$ar8y%s%reports%8est%same%store%sales%to%decades&

 '()'*'%02+-ss"e)'*'%02++2016020+'*'%

02++/1sf!c/enes)/2cl)article+/+"tm+rid)30600000006461"tm

 +campaign)/14"tm+medi"m)emailel52)40fe20d//690e4dddcca

o Jan 19. 2016 % The oer (ist 2016# a"l =ron, C< of Dr8ys.

http#$$nrn.com$poer%list%2016%a"l%=ron

•  !SR

o @e8. 1, 2016 – Dr8ys achie!ed ind"stry%leading system I.S. same%store sales

groth of 4.1 percent in 201more than three times the groth rate of a sample

of the larger 5"ick%ser!ice resta"rant chains.

https#$$.5srmaga7ine.com$nes$ar8ys%leads%ind"stry%same%store%sales%

groth

o Jan. 1/, 2016 – Dr8ys certified as a ;orld%lass @ranchise from the @ranchise

*esearch -nstit"te.

https#$$.5srmaga7ine.com$nes$ar8ys%certified%orld%class%franchiseo Jan. 12, 2016 – Dr8ys anno"nces its plans to open 0 ne resta"rants o!er the

next se!en years.

https#$$.5srmaga7ine.com$nes$ar8ys%largest%franchisee%plans%0%ne%

stores%2022

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o Jan. /, 2016 – The 'ational Dssociation for ="siness *eso"rces has named Dr8yGs

*esta"rant 3ro"p -nc. among the :=est and =rightest ompanies To ;ork @or.?

https#$$.5srmaga7ine.com$nes$ar8ys%named%among%8est%companies%ork 

•   #siness )nsider

o @e8. 1, 2016 – Drticle feat"ring Dr8ys same%store sales groing 4.1 percent in

201.http#$$.8"sinessinsider.com$ho%ar8ys%is%8reaking%sales%records%2016%1

•   Adwee% 

o Jan. 14, 2016 – Drticle feat"ring Dr8ys 8rand president and marketing 8oss *o8

(ynch, explain ho Dr8ys t"rned its 8rand aro"nd and ho it made a n"m8er of

high%profile changes to its marketing recipe.

http#$$.adeek.com$nes$ad!ertising%8randing$ho%ar8y%s%t"rned%its%8rand%

aro"nd%after%years%identity%crisis%169009

o Jan. 14, 2016 – Dnother article 8y Ddeek that feat"res the types of

ad!ertisements 8y Dr8ys that increased their sales and t"rned their 8rand aro"nd.

http#$$.adeek.com$nes$ad!ertising%8randing$ads%rekindled%americas%cra!ing%ar8ys%169066

•   Meat * +oltry

o @e8. 2, 2016 – Dr8ys plans to 8ring 1 ne resta"rants to H"ston o!er the next

fi!e years ith their ne :-nspire? resta"rant design.

http#$$.meatpo"ltry.com$articles$nes+home$="siness$2016$02$Dr8ys+expan

ding+deep+in+the+he.aspx&-B)A=//49=2%2C9%/6%DB@%

/0C20@AB