June FP43 Dessert/Core Beverage Reconfiguration: Implementation Guide

4/8/101

FP43 Core Dessert & Beverage Menu Board ReconfigurationWhat Is Changing?

You are being asked to update your Beverage and Dessert menu and hardware carriers in order to create more local promotional flexibility within sustaining category menus. This change provides increase promotional space in drive-thru to support the growing Dessert category during the 100 Days of Summer and beyond with McCafe Shakes.

The National Recommendation is to switch menu placement of the Core Beverage Menu and Dessert Menu. The core Beverage Menu will now live in Column 1, under Happy Meal, and the Dessert Menu will live in bottom pocket of Column 2. These changes need to be implemented with the materials coming in the national June P.O.P. kit, in-store June 7th for June 15th display.

If your market/restaurant is not getting the correct P.O.P., check and correct your restaurant profile with IMS at www.mcdpop.com

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FP43 Dessert and Core Beverage Reconfiguration

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Local

Burger Line

Promo

Nat’l Trade UpBkfst Platters

FROM: FP43 May Layout TO: FP43 June Layout

For restaurants that have an alternative FP43 layout (3 or 4 column without flip or built-in C.O.D. Display), a junior Dessert Menu Carrier will be packed based on store profile, see appendix for layouts

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1. Install Translites into NEW Carriers2. Install on Menu Board

(Detailed Instruction Sheets will be posted with June McSource and packed in P.O.P. Kit)

Local

Burger Line

Promo

Nat’l Trade UpBkfst Platters

Insert in to Existing Pocket

Col 2 Clip On Vertical Carrier

This menu translites with built in carrier/riser replaces the

previous separate clear-riser that lifted Desserts above Salads

Col 2 Small McCafe Promo Translite

Right Dessert Product/Promo Insert

(Carrier holds up to 4 product inserts)

Left Core Dessert Menu Translite

Right Beverage Product/Promotion

Insert

Left Core Beverage

Menu Translite

NEW Desserts Core Menu + Promotional Products

New Column 2 Dessert Carrier gives more space to the Dessert Menu and provides more flexibility to support individual 4th Flavor Desserts. Core Menu and Product Inserts will be sent to your restaurant based

on the IMS profile (Additional inserts may be order through the 4th Flavor Dessert program)

Core Menu + Visual Example Core Menu + 4th Flavor Visual Example

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All Markets without 4th flavor orders into IMS will receive Full “Snack Size McFlurry” Translite in June

All markets with 4th flavor orders into IMS will receive the ordered inserts for June 4th flavor support

NEW Desserts Core Menu + Promotional Products(non Reese’s)

Based on the market list submitted as No Reese’s after the Shrek program, the following represents the core Snack Size McFlurry inserts without the Reese’s flavor

Core Menu + Visual Example Core Menu + 4th Flavor Visual Example

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All Markets without 4th flavor orders into IMS will receive Full “Snack Size McFlurry” Translite in June

All markets with 4th flavor orders into IMS will receive the ordered inserts for June 4th flavor support

Dessert Snipe Sheet

Dessert snipe sheet with local options included in the June P.O.P. Kit, in-store June 7th

NEW Core Beverage Menu - Fountain

•New Column 1 modular carrier provides promotional space in the Beverage Menu•Core menu and product visuals will be sent to your store based on your IMS profile•A snipe sheet with additional beverage logos (including Dr Pepper) will be provided

•All Markets that have Dr. Pepper that have not ordered the new materials, since late last year will also be provided the new version of the MB2K menu strips with the updated flavor chip logos

Core Menu + Product Insert ExampleLeft Core Fountain Menu Example

Right Core Fountain Product Insert Example

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NEW Core Beverage Menu - Bottled Markets

Bottled Beverage Core Menu + Core Product Insert ExampleLeft Core Fountain/Bottled Beverage Menu Example

Right Bottled Beverage Core Product Insert Example

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•New Column 1 modular carrier provides promotional space in the Beverage Menu•Core menu and product visuals will be sent to your store based on your IMS profile

•A snipe sheet with additional beverage logos will be providedNote: All Bottled Beverage markets have Dr. Pepper as core Fountain

Beverage Snipe Sheet

Beverage snipe sheet with local options included in the June P.O.P. in-store June 7th

June FP43 Reconfiguration Packing List

Element List: (based on IMS store profile)

Drive Thru Beverage Category:• Left Core Beverage Menu w/built in carrier-riser• Right Core Product Insert • Beverage Logo and Pricing Snipe Sheet

Drive Thru Dessert Category:• Col 2 1/4th Promotional Translite: McCafe Frappe• Col 2 Clip On Vertical Carrier Hardware (1)• Left Core Dessert Menu• Right Core Product Insert (s)• Dessert Logo, Sizes and Pricing Snipe Sheet

Estimated time to snipe and install 45 minutes

Detailed Installation Instruction Sheet

Program Timing:

• Kit arrives to stores: 6/7• Co-packed with June Burger Line (or Big

Mac World Cup) & Breakfast Platter Trade-Up Translites

• Install Materials: 6/14 (end of day)• Display Starts: 6/15

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Appendix

FP43 Menu Board Layouts (Flip, Non Flip and Built In CODs)

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Your Menu Board in May (remove translites) Your Menu Board in June

A junior Dessert Menu carrier will be sent to stores with a limited Drive Thru Menu Board (3 or 4 without flip or COD)

Local

Local

Burger Line

Promo

Nat’l Trade UpBkfst Platters

2010 4th Flavor Dessert Online Order Formwww.mcdpop.com

• The 2010 National Merchandising Plan will continue to support all local markets with 4th Flavor Dessert P.O.P. The plan and funding will provide the systemwide restaurants with FP43 Dessert Inserts and MB2K HPOP Inserts needed to support each markets’ 4th Flavor Dessert calendars

• Importantly, we created a NEW online ordering process that eliminates the quarterly/monthly manual paper order form process. We have taken these advanced steps to deliver a streamlined approach that provides 4th Flavor Dessert inserts automatically in the right monthly national P.O.P. Kit.

2010 4th Flavor Dessert Online Order Formwww.mcdpop.com

• Input your markets annual 4th Flavor Dessert plan and the start date for each product

• Throughout the year, come back to this site, view what information has been entered, edit if necessary.

• Your markets submission will be utilized to generate IMS orders for the needed 4th Flavor Dessert materials to be packed in the appropriately timed monthly P.O.P. Kits that they can count on receiving.

Instructions

2010 4th Flavor Dessert Online Order Form

Step 1: Identify which dessert P.O.P. inserts your local co-op needs

Step 2: Please enter the Co-op # and/or Store #

Step 3: Please click the “check box” of the desired dessert menu item

Step 4: Select Dessert Promotion Start Date from Calendar

Step 5: Select In-Store Date (Dates of Nat’l POP Kits)

Step 6: To create a Custom Order, please contact steve.thurston@ims-sww.com

Select Product In-Store Date

Select Product Start Date

Enter Co-op Number

Select Appropriate Nat’l P.O.P. Co-Pack