glassware matters…
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Glassware Matters…. Casual Dining Signature Glassware. From Brewtus, to The Duke, to the Bloke, to Big Daddy – signature glassware offers a point of differentiation, brand reinforcement and trade up selling opportunities. Casual Dining Signature Glassware. - PowerPoint PPT PresentationTRANSCRIPT
Glassware Matters…
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Casual Dining Signature GlasswareFrom Brewtus, to The Duke, to the Bloke, to Big Daddy – signature glassware offers a point of differentiation, brand reinforcement and trade up selling opportunities.
Casual Dining Signature Glassware
BM Belgium White Branded Glassware Trends
Sales Velocity
16.9%14.1%14.3%
11.1%
July - OctMar - Jun
Observations:• On average, stores sold an additional ½ of a keg per month• Chain buyer confirmed that their beer category did grow dollar sales during the
test• This average coincides with similar signature glassware tests with Peroni in 2011
Insights:• Signature Glassware does drive incremental volume without the need to
reduce the price of the draught beer
MC Margin Minder: 15 wk comparison - July 1 – Oct 13 vs. Mar 17 – Jun 30
Branded Glassware Margin Implications
# of ounces per keg 1,984 ouncesIncremental .5 Keg/mo(per velocity results from test) 992 ounces
Incremental 16oz draughts(992oz / 16oz draughts) 62 servings
$3 Profit per Glass(75% margin on $4 retail)
$2,232/yr profit/store
Results and Observations:• Based on this test, stores would realize $186/mo or $2,232/yr in incremental
GM$ utilizing Blue Moon branded glassware.
• $991,008 incremental gross margin company wide. (444 outlets)
• This incremental margin can help off-set commodity and other restaurant related costs
Multiple Concept – Peroni Branded Glassware
Brand CBrand M
00.5
11.5
22.5
33.5
4
1.72.6
2.9
3.8
1.21.2
Peroni Keg Velocity per Month
Pre Test Test Period Incremental6
Glassware increased velocity by 46 to 70 % during test window
Brand C = 8 month testBrand M = 14Wk testTiming: 2011 and 2012
Peroni Glassware Financial Impact
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Pre Test Margin Test Margin Margin ∆
Store Annual Impact
Annual System Impact
Brand C 690$ 1,177$ 487$ 5,844$ 1,314,900$ Brand M 710$ 1,087$ 377$ 4,524$ 194,532$
Per Store/Month Margin Impact
Glassware increased velocity also delivers increased margins
Branded or Signature Glassware Delivers:
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1) An enhanced and more memorable experience2) Allows for feature programming at full price and full margin3) Differentiates you from your competitive set4) Reinforces your brand positioning 5) Drives higher quality cues, thus improving Guest Satisfaction6) Increased velocity and PPA; higher revenue and margin