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Qualifications Document:Pan Pa’ Ya!

Synergy Food Consulting Group, LLC23 Corporate Plaza, Suite 150

Newport Beach, CA 92660synergyconsultants.com

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The Synergy Team

Dean Small is the Founder and CEO of Synergy Restaurant Consultants. Dean has over thirty-five years of hands-on food service experience. In addition to his two decades leading the Synergy organization,

he has owned and operated restaurants, bakeries, juice bars, and retail specialty food concepts. Upon graduating from the Culinary Institute Of America, Dean completed a two-year culinary apprenticeship

at Windows On The World located atop the former World Trade Center in New York City. This restaurant was the #1 sales volume restaurant worldwide. During his apprenticeship, Dean also served as personal Executive Chef to former U.S. Secretary of State Henry Kissinger and former Vice President Nelson Rockefeller. In 1985 Dean joined El Torito Restaurants as Director of Culinary Development and Purchasing Manager. El Torito operated over two hundred and twenty units and twelve restaurant concepts with operations grossing over $420 million.In 1988, Dean founded Synergy Restaurant Consultants to provide innovation and efficiency strategies

to restaurants and food manufacturers. Since 1988 Synergy has been a food, beverage, and operations resource to over 225 national restaurant chains and independent operators. Dean was awarded a Bachelor’s Degree from Hofstra University and an AOS from the Culinary Institute Of America.

DEAN SMALL PARTNER AND CEO

Areas of Expertise• Concept Development• Restaurant Branding & Brand Voice• Operational Efficiency• Labor Optimization• Menu Development• Culinary Innovation• Strategic Planning• Building Cross Functional Teams

Danny Bendas is a Managing Partner of Synergy Restaurant Consultants. With over 30 years of practical food service experience, he has worked for numerous restaurant operations ranging from

quick service to fine dining establishments. Following his culinary education, Danny became opening chef at Houlihan’s Old Place in Kansas City, MO; followed by rapid promotion to the position of the company’s first regional/corporate chef. Danny’s experience also includes numerous positions with a variety of restaurant operations; he was

Chef at the acclaimed American Restaurant in Kansas City; Director Of Operations for American Food Service Enterprises (food service division of Hallmark Cards) in Kansas City, Missouri, and Vice President, Food & Beverage for Nanco Enterprises Santa Barbara, CA, operator of a nationwide chain of casual theme and steak house restaurants.Since 1989, Danny has been a Managing Partner at Synergy where he has partnered with more

than 225 clients with services ranging from new concept development, menu innovation, operations assessments, strategic planning, kitchen optimization and design, management development, and the development of restaurant operating systems.Danny was awarded a Bachelor’s degree from Penn State University, an AAS degree from Bucks

County Community College, and an AOS from the Culinary Institute Of America, where he was the recipient of the Waldorf Astoria Scholastic Achievement Award.

DANNY BENDAS PARTNER AND COO

Areas of Expertise• Concept Development• Operational Efficiency• Labor Optimization• Product Engineering• Culinary Research and Development• Efficient Design Strategies• Systems and Process Development• Infrastructure Implementation

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The Synergy TeamDAVID BLOOM EVP Business DEvelopment & Strategy

David brings over 35 years of high level experience in the restaurant industry along with an extensive track record of success establishing and growing numerous national and international brands and

businesses. David has a unique combination of experience operating as a highly successful entrepreneur, a large muti-unit franchisee and C level executive in a wide variety of industries on a global basis.Having grown up in the restaurant industry throughout the greater New York Metropolitan area, David

graduated UNLV with a degree in Hospitality Management. He then completed a six month training program with Steak & Ale Corp and went on to run some of the highest volume Bennigan’s Restaurants under the mentorship of Norman Brinker. David went on to serve in executive food & beverage roles in the hotel industry at a number of premier hotel and resort properties throughout the United States. David then left the corporate world to join Quiznos Subs as a multi-unit franchisee when there were only 18 stores in Denver, CO. He went on to become one of the largest multi-unit franchisees and a highly successful area developer as well as a key member of the senior management team that built over 5,000 restaurants in over 28 counties. After starting two national consulting and development businesses, David went on to build several national

brands in a variety of industries as the Senior VP of Brand Expansion. David was brought on as COO by the Omidyar network to build Bridge International Academies based in Nairobi, Kenya. Bridge has since become one of the largest and fastest growing private education companies in the developing world. Most recently David served as COO for Famous Brands International operating over 900 stores in over 30 countries. David joined Synergy Restaurant Consultants to provide expertise and leadership in the areas of brand

building, business development and strategy. He loves working and collaborating with great entrepreneurs and executives at every level that are seeking to grow and improve their business performance, expand their brand, and take their success to the next level.

Areas of Expertise• Scalable Brand Strategies• Financial Analysis• Growth Planning• Brand Expansion• Strategic Funding for Growth• Domestic and International

Franchise Operations and Development

Background and Experience

Founded in 1988 by Dean Small and Danny Bendas, Synergy has recently celebrated 26 years of business. Synergy had its start in performing R&D services for dozens of

national suppliers, which led to research and development services for national restaurant chains in all service sectors. With the exponential growth of the fast casual segment, Synergy has stayed in front of trends through a combination of primary market research, industry journal review and strategic partnerships. Over the years, the Synergy team has expanded to include experts in all areas of the hospitality business capable of providing comprehensive integrated consulting services to a wide range of clients.

• Founded in 1988

• Culinary innovation and operational efficiencies are the foundation of the business

• Team of 26 consultants with distinct areas of expertise who work together to provide seamless service to clients around the globe

• Partner to more than 225 brands

• Integrated food service design capabilities

• Extensive experience in menu and food product development

• Global consulting partner to clients in more than a dozen countries

• Culinary team composed of experienced award-winning chefs

• Labor optimization experts

• Franchise development expertise

• Organizational evaluation and restructuring

Synergy at a Glance

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The Synergy Team

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LYFE Kitchen• Primary Concept Development

Consultant for New Healthy Fast Casual Chain

• Prototypical Kitchen Design • Prototypical Facility and Interior Design• Menu and Recipe Development• Operations Systems and Processes• HR, Supply Chain and

Financial Services

Dickey’s BBQ• Menu Engineering & Optimization• Pricing and Bundling Strategies• Menu Board Development

for Digital Menu • Strategic Planing for New

Menu Approach• Competitive Market Menu Assessment

Toppers Pizza• Menu and Recipe Innovation

and Development• Commercialized Sauces

for Branded Use• Menu Engineering• Promotional Product

Identification and Testing• TURF Analysis• Brand Positioning and

Marketing Campaign

Pollo Campero• Brand Re-Positioning for

Entry to U.S. Market• New Product Category Identification• Product R&D for Sandwiches,

Salads, Drinks and Side Dishes• Menu Engineering• Marketing Campaign• Kitchen Optimization and

Prototypical Design

Tai Pak• Complete Brand Refresh• New Product Category

Identification and R&D• Menu Reengineering and Optimization• Recipe Costing and Documentation• Marketing Campaign to Support

New Programs Resulting in Double Digit Comp Sales +2 Years

Mayo Clinic• Brand Positioning• Full Concept Development

for New Dining Faciltiy • Food and Beverage Research

and Product Development• Consumer Research, TURF Analysis• Development of all Operations

Systems and Manuals

Selected ProjectsBoston Market

• Developed all Marketing Programs• Extended line of Side Dishes• Developed Retail Items• Commercialized Side Dishes

for outside manufacture• Developed a process for pre-marinating

chicken to increase food safety and reduce labor costs

• Facilitated food tasting focus groups to test new products

California Pizza Kitchen• Menu Category Expansion• New Menu Concept Development

to Expand Lunch Business• Product and Recipe Development• Raw Material Sourcing• Time Motion Study to Increase

Operational Efficiency Resulting in $4mm Savings

La Crepe• Complete Brand Refresh

for 35 year old brand• Brand Positioning and

Marketing Campaign• Complete Menu Development• Kitchen Design• Operations Manuals Development• Developed Service Standard for

Flex Casual Service Model

Ciao• Complete Brand Development for

Italian Fast Casual Concept• Interior Design• Kitchen Design• Menu and Recipe Development,

Costing and Documentation• Development of all Operations

Systems and Manuals• HR, Supply Chain and

Financial Services

FireHouse Subs

• New Product Category Development• Product Research and Developlment

for Sandwiches, Salads• Catering Prorgram Development• Operations Assessment• Labor Reduction Action

Plan Implementation• New Equipment Development

T.G.I. Fridays• Brand Assessment and Refinement• Concept Ideation• Kitchen Optimization• Designed energy-efficient open

kitchen and revised interiors • Menu and Recipe ReEngineering• Value-Engineering of Menu Offerings• Labor Efficiency Study

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As a full-service consulting firm, Synergy provides a broad range of hospitality support services for restaurants, hotels, chains, business & institutions, health-care facilities

and multi-tenant venues. With extensive experience in the coffee and bakery space, Synergy has provided keen industry insight for many partners, including Caribou Coffee, Panera Bread, Au Bon Pain and St. Louis Bread Company, among many others.

Synergy retains a unique approach to its consulting services. Synergy’s development strategy coupled with its culinary capabilities and profit and loss accountability enable the firm to focus more attention on our clients needs to create actionable solutions. Synergy provides consulting services including many Fortune 500 businesses and prestigious companies such as Darden, Brinker International and Nabisco/Kraft Foods.

Synergy began its core values standard in 1988, which only today is beginning to be emulated in the hospitality industry: a restaurant retail management philosophy based on innovation and efficiencies. With the company principals intimately involved at every level, Synergy is 100% hands on and has always stood behind a commitment to exceed our clients’ operational goals and financial expectations.

Synergy Restaurant ConsultantsOverview of Services

A new restaurant startup can be a highly profitable venture if conceived and managed well. The most successful restaurants begin with a collaboration of big ideas, a disciplined approach, culinary knowledge, management expertise, and a passion for operational excellence. Synergy’s proven restaurant start-up process guides you through a strategy of creativity, best practices, and time-tested experience to ensure your successful start.

Concept Development

Managing Partners and Culinary Institute of America-trained chefs, Dean Small and Danny Bendas lead the Synergy culinary team. Culinary development and menu innovation are critical components of a brand’s competitive advantage, growth positioning, and long-term financial health. We carefully develop menu selections to create distinctive flavors and visual appeal that are balanced with targeted food cost, profit contribution, and an eye for consistent execution.

The Synergy team begins by researching site demographics, evaluating the surrounding population, scouting competition, and creating price and value strategies. The second phase involves the creation of a capital budget, sales projections, labor costs, profit and loss statements, and a breakeven analysis. Also included are cash flow forecasts, working capital requirements, payback forecasts, general layout and mechanical estimates, equipment costs, pre-opening expense budgets, and estimates of all general costs.

With experience in hundreds of kitchens, Synergy understands how to design a practical and cost-efficient restaurant kitchen that maximizes productivity and minimizes the build-out and construction costs. Our team will design a simple yet practical equipment package that meets specifications and facilitates exceptional kitchen operations.

Menu Development

Financial Modeling

Facility Design

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Our team of seasoned restaurant marketing and branding experts is poised to significantly impact the success of startups, turnarounds, expansions, and multi-unit rollouts. Whether you want to develop an entirely new restaurant brand, increase sales and profitability, or maximize your marketing opportunities, our proven scientific methodology will provide recommendations that result in satisfying your specific brand initiatives.

Marketing and Branding

As a contract management partner, Synergy is dedicated to improving the financial performance of our clients. Using proven cost reduction strategies, Synergy provides a portfolio of restaurant procurement services. Our supply chain expertise includes knowledge of furniture, fixtures and equipment, all raw materials, and operations supplies. We also offer management training to support supply chain strategy which ensures continued cost controls.

Supply Chain

The most successful restaurant is the one with the best people. Synergy clients have preferred access to a full range of human capital solutions including recruitment, new staff on-boarding, employee relations and retention strategies. We also specialize in training, creating policy and compliance systems and reviews, safety initiatives, staff and management development, loss prevention, and even offer on-site pre- and post- opening support.

Human Capital

Synergy has written operations manuals for more than 200 restaurant chains, developing documentation that becomes the backbone of a strong operation. Synergy creates customized operations manuals for each client, providing direction and serving as a reference for both management and staff. Covering topics from cash handling to meat storage, this reference volume answers important day-to-day questions before they arise, sharing industry best practices and targeted tactics.

Operations Manuals

Synergy’s highly successful, standardized training programs help develop both FOH and BOH team members, equipping them with the knowledge, practice and confidence to provide an optimal guest experience. Synergy creates customized training materials for our clients and has extensive experience with setting up training “universities” to train management and hourly staff in preparation for multi-unit opening plans.

Training

Every decision, from menu strategy to steps of service, is interconnected with other decisions, like kitchen design and labor planning. Synergy works with clients to make sure they understand all of the decisions they are making from the outset and helps them plan for expansion with integrated strategies. Synergy is a team of creative problem solvers who bring real-world operations experience to the table.

Strategic Planning

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Synergy was engaged by Pollo Campero USA and the parent company in Guatemala to complete product research and development to introduce a line of sandwiches to

their QSR chain. A marketing campaign developed to support the new products included menu boards, billboards and direct mailers. In light of the incredible success of the new product line, Synergy was asked to design a new kitchen to support the expanded menu items.

Synergy collaborated with the Pollo Campero teams in both countries to create a strategy for menu board design and to implement that straetgy through an optimized menu design. Marketing materials and signage were developed to support the revitalized menu and were met with great success.

Case Study: Pollo Campero Menu Development & Kitchen Design

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!

Pollo Campero is a passionate place, and your team brought your passion to the table as well. Your professional and straightforward comments were invaluable. With your help and insight, we were able to streamline our operations, menu and BOH design in our new prototype, which will allow us to reach our goals.

The multiple projects were completed flawlessly and allowed us to increase efficiencies while still improving our food quality. We look forward to working with Synergy again if the need arises.

Roberto Denegri, President and COO, Campero USA

Testimonial from Client:

Case Study: La Crepe Brand Refresh

Synergy was engaged by the parent company for a heritage brand that had fallen out of favor with the public, but which had great sentimental appeal for a certain segment

of the population in Guatemala. Wanting to return the brand to its former glory, Synergy was asked to refresh the look, feel, service model and menu for the concept. After a competitive market tour and a menu development and strategic planning process, the Synergy design team collaborated with the local architect to develop the facility design. Synergy turned allocated space into an efficient and strategically organized kitchen capable of meeting varying sales volumes and accommodating two different service styles. La Crepe Kitchen is designed to be fast casual during the day and full service at night with a glassed-in exhibition kitchen designed to create a show for the queue. The Synergy team completed a menu overhaul to bring the offerings in line with the brand vision, creating a strategy for new menu categories and performing all product development work. The revised brand opened its doors February 2015.

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Case Study: Dickey’s BBQMenu Board Optimization and Design Strategy

While developing a new prototype facility, Dickey’s Barbeque Restaurants was looking to address the Dickey’s menu boards from an information architecture and schematic

standpoint. Dickey’s, the nations largest barbeque restaurant brand with about 450 locations, had undertaken a brand refresh approach to their interior building design. As a part of this new design, 2 horizontal overhead menu panels were to be used, based on a black chalkboard approach.

Synergy completed a brand immersion process to understand the guest experience and then led the management team through a competitive market tour to understand market trends in menu board strategies to give the team a comprehensive basis for devloping the new strategy. Synergy helped the Dickey’s team determine the best way to bundle their offerings and to optimize the menu design to drive desired sales.

See the old menu and new menu designs below.

Case Study: LYFE KitchenConcept Development & Facility Design

The Synergy team played an active role in developing the concept, menu engineering and recipe development including nutritional analysis for hundreds of recipes. Synergy

was tasked with the creation of all operating systems which involved innovative tableside ordering and a GPS delivery system that was a significant deliverable for this project.

Synergy spearheaded the organizational infrastructure, supply chain management, financial oversight, human resources, culinary and operations training, architecture, interior design and complete kitchen design including the testing of many innovative cooking platforms. The Synergy team was asked to develop an interior and kitchen design scheme that featured a comprehensive commitment to environmental and social sustainability using materials and equipment that supported the brand’s core values. Synergy supported the opening of the flagship location with multiple Synergy associates on-site for two weeks both prior to and after opening to guarantee a successful transition.

LYFE Kitchen was named Hot Concept of the year 2014 by Nations Restaurant News.

When we were first developing LYFE Kitchen, we knew from experience that our concept would need a highly skilled team of consultants that could help us design our kitchen, fine-tune a sustainable menu and formulate a system of service and operations. We interviewed several firms, but Synergy’s passion and experience made it stand out. Synergy brought its best and brightest to our multi-disciplinary requirements and helped create our amazing first restaurant, which is now a huge success.

Mike Roberts, CEO (Former President of McDonald’s)

Testimonial from Client:

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Case Study: Tai PakBrand Refresh & Leadership Training

When looking to completely refresh their brand, ownership at the Tai Pak chain of Chinese restaurants in Mexico engaged Synergy to assess their operations and

develop new menu items to engage the millennial market. Synergy created a new menu category for the brand, called Mexicanese, with fusion items like nachos that utilized wonton skins instead of chips, and a burrito that featured traditional Chinese flavor profiles. Synergy created a new logo for the company as well as menu optimization and marketing campaigns to support the new products, which elevated the brand profile and increased brand reach. Synergy’s holistic apprpoach to revitalizing the brand resulted in a 20% increase in transactions and a 15% increase in net income. Synergy has been a valued consulting partner to Tai Pak, having completed multiple project for the chain, including menu optimization and management training to improve consistent guest experience across all units

The work we have done so far with Synergy has been very useful and our sales have improved with the new menu work. We have really opened our eyes and mind to figure the long-term future of the company. We appreciate the guidance that Warren, Danny and Clyde have given us. I think we have a great long-term relationship with Synergy we will continue to work together in the near future.

Jaime Pun, President and CEO, Tai Pak

Testimonial from Client:

Case Study: California Pizza KitchenOperations Assessment & Menu Innovation

The Synergy Team performed a time and motion study for CPK on 350 prep ingredients and 100 plate recipes. CPK used the comprehensive data supplied in the Synergy

report to determine the labor portion of the fully burdened margin for every menu item. This allowed the company to then make much better menu pricing decisions as well as re-engineer recipes for items with good sales but a low margin. The time/motion information also allowed CPK the ability to assign a prep time for each item on a daily prep list to better allocate necessary prep hours and hold the employee accountable for completing that list on time. Synergy was retained again for a BOH Operations Assessment where the team identified inefficiencies within CPK’s production model. Based on the recommendations in that study CPK was able to remove 40 to 60 BOH hours per unit per week from the labor schedules.

California PIzza Kitchen then hired Synergy to help revitalize their brand by developing creative and on-trend menu offerings. With a focus on improving sales volumes at lunch time, Synergy developed premium pastas, pizzas, sandwiches, small plates and main dishes that would enhance the brand profile.

The process included creating inviting menu descriptions, optimized to increase user reach. The brand was returning to their roots, bringing hand-stretched and store-made dough back into their operating model. Synergy was asked to think outside the box to develop on-trend menu items that were in keeping with CPK’s revised culinary direction, and which would speak to quality while delivering big flavors.

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Case Study: Toppers PizzaTURF Analysis

Synergy was retained by ownership of the fast-growing franchise pizza chain to refine the brand’s overall positioning, engineer the existing menu and to develop new innovative

menu items and LTOs that would fit the refined brand positioning.

To perform this task most effectively, Synergy conducted quantitative consumer research to validate the existing menu and proposed menu concepts. A TURF Analysis was conducted among current brand users and non-users that were competitive users, to help identify the ideal menu that contained the smallest number of menu items that reached the maximum number of potential customers and to explore price elasticity on all menu items. Included in the TURF were all current menu items as well as the new menu concepts that the Synergy team developed. The research reults allowed a streamlined menu to be developed, with three menu categories being removed. entirely. Proposed menu concepts that were well recieived in the study were developed into working recipes for implementation at the store level. As a result of the revised menu, sales improved, employee training has been simplified, speed of service has been improved and most importantly, the brand now offers a tight menu that embodies the brand positioning, generates buzz and provides improved profitability.

TURF Analysis Illustration

Menu Innovation

Toppers was looking to develop innovative and creative signature pizza builds and topped breadsticks to build brand awareness. Synergy began the R&D process

with a review of the client’s operations and an understanding of the brand’s points of differentiation, which include unusual topping combinations, sauce drizzled on the pizzas and a dipping sauce included in every order. Synergy created five new pizzas and three breadsticks for Toppers, including the Three Little PIgs PIzza, Chocolate Bacon Topperstix and the Tott-Za, a tater tot topped pie with green onions and nacho cheese drizzle, which has been wildly successful. In addition to the new recipes, Synergy commercialized the company’s existing sauces, allowing for centralized offsite production and consistent guest experience as the chain grew. The key to successful menu innovation initiatives lies in developing new products that embrace the brand identity and expand brand reach, drawing on trends and translating them to fit brand culture

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Case Study: CiaoConcept Development and Start Up Services

Synergy was asked to develop a single unit fast-casual Italian concept for an experienced restaurant operator who was looking to expand his portfolio. Synergy organized and

led a multi-market discovery tour to determine best practices in fast-casual service and to create an Italian concept that would thrive in the local market. A Concept Book was written from which a brand identity and business plan were developed.

Synergy was tasked with developing every aspect of the concept, including menu offerings and recipes, brand identity and voice, interior and kitchen design, and operational and human resources procedures. With a strong project manager in place, Synergy supported ownership through each phase of the development process and trained each staff member, remaining on-site during the grand opening to ensure a successful launch of the concept.

Case Study: Mayo ClinicConcept Development and Turf Analysis

Synergy was retained by the Mayo Clinic to develop a new concept for their on-site dining facility. The facility serves patients and visitors at the Jacksonville campus, and

the Mayo team wanted to create an innovative service model with an inviting environment and a focus on delicious healthy food. Upon completing the inital new brand development process, Synergy was asked to oversee the design process by architectural firm Perkins + Will, to design the kitchen, perform consumer research, develop all menu items for strict flavor, nutrition, and cost profiles, organize all operations strategies and manuals, and fully manage the process of bringing the concept to fruition.

The final cafe design includes a grab and go marketplace, made-to-order dishes and a service model that puts the needs of the patients first, while embodying the mission and values of the esteemed Mayo Clinic. This ongoing project will produce a new gold standard for patient dining, with a hospitality strategy designed to create an unparallelled guest experience for users.

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Let Our Experience Work For YouSimply put, no other restaurant consulting group in the United States has greater

chain and multi-unit experience than Synergy.

Our intellectual capital has been built on extensive experience supporting hundreds of the largest and most successful restaurant chains in the world. Simplicity is the cornerstone of a successful restaurant; execution is the secret to great guest experiences. The Synergy team is passionate about achieving consistently great food and delivering warm hospitality. We believe that our experience and accomplishments uniquely position us to deliver outstanding results for you.

Synergy Food Consulting Group, LLC23 Corporate Plaza, Suite 150

Newport Beach, CA 92660synergyconsultants.com