USA PAVILION &

EXPO MILANO SITEWWW.EXPO2015.ORG

AMERICAN RESTAURANT

USA PAVILION

EXPO 2015 = WORLD’S FAIR

• Theme: Feeding the Planet. Energy for Life

• Timing: May 1st to October 31st 2015

• Participants: 142 participating countries + Corporate pavilions (e.g. Coca-Cola, Apple, …)

• Visitors:

– 20-30 million visitors expected (40% Italian)

– 1 billion virtual visitors

• Audience: business, government delegations, public institutions, regulatory authorities, policy makers, consumers

• Importance: historical showcase of innovation and contribution to progress (e.g. light bulb, elevator, diesel engine, ice-cream, touchscreen, etc.)

• USA Pavilion: showcase innovation and responsibility as a core of America’s values

USA PAVILION

USA PAVILION

WHY ?

• Steak n Shake has been vetted by the State Department as one of the most respected and responsible companies reflecting the theme of the USA pavilion

• Steak n Shake’s tradition of serving the best tasting burgers and shakes has deeply influenced the American food&beverage industry becoming one of its main leaders

• Steak n Shake can help deliver exciting programming displaying a mock-up Steak ‘n Shake restaurant to visualize the concept and provide a look-and-feel to its brand strategy and positioning

• Steak n Shake can reach out to a large international audience giving visibility to its forthcoming development in Europe

BENEFITS OF PARTICIPATION

• Showcase Steak n Shake’s products, leveraging the pavilion with product tasting for consumers across the world highlighting the benefits of combining both security and protection while serving tasty food and beverages

• Sponsoring one of the food trucks parked in the pavilion grounds to increase brand visibility

• Steak n Shake can help drive programming content (e.g. for TED talks, conferences, seminars, etc.) thanks to its knowledge in the food and restaurant business

• Using the USA pavilion’s VIP areas, conference Rooms and roof‐top terrace for organizing business meetings, hosting presentations and round table with potential partners and franchisees

• Engage with members of top US/European/Italian institutions and the delegations from the 142 participant countries to strengthen relationships and discuss policies issues (i.e. Transatlantic Trade and Investment Partnership)

BECOMING A PARTNER

• Partnership opportunities range from 1 to 5 million dollars depending on the level of involvement

• Technical table will be opened to define the benefit package which best suits Steak n Shake’s values, brand awareness and networking opportunities

• List of partners committing by March 15th will be submitted to President Obama on March 27th in the occasion of the signing in Rome of the USA’s Participation Contract with Expo 2015