Welcome

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17 Speakers

6 NetworkingPrograms

9 Educationsessions

Millionsof Ideas!

Day 2

#pizzasummit09

On Twitter Last Night

Breakfast Keynote PanelBuilding your business inside the box is a mistake.

Learn how a major brand expanded to new heights by challenging the norm.

™Breakfast Keynote PaneUno Chicago Grill

Building a new brand and expanding an old brand into one common vision is no easy business model. Jamie Strobino, VP of New Concepts, UNO Chicago Grill, Uno Due Go and Uno Express has built a new model that has created a modern pizza business that is sustainable and flexible with the changing needs to todays consumer.

#pizzasummit09

Speakers

Jamie Strobino

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Kristi StarkRichard SlawskyModerator

#pizzasummit09

Breakin’ Rulz

Pizza Executive Summit ‘09

#pizzasummit09

Old School

Create a great product Train your people Open the doors Advertise thru traditional media1. Coupons2. Ads3. Radio4. Promotions

The Consumer has changed

Fresh, Local, Organic, and healthy focus Better educated regarding options Socially aware and more apt to support like

minded businesses. Environmentally aware and concerned Value is important

How the Consumer relates to you.

What are you, are you relevant and is your story easily communicated?

What is your brand?1. Market segment What do you stand for ?1. When you ask your guests, what to they tell you? Who is your customer? This guides most decisions from menu to site selection.. Have you done an analysis of the market place?

Demographics.

Segment.

Products

Design

Face Time

Best Practices

Research

Concept Design Customers Systems Product

Look with-in

#pizzasummit09

Who is your guest

It is not always who you think it is. Spend the money on research 1. Surveys External – Can be expensive

Internal – Needs to be managed

2. Focus groups How do they use you? How do they rate you? What do they perceive as your strengths?

Values

Create with the team to establish buy in. Enables you to have a road map Protects culture Need to be constantly reinforced Non-negotiable Should fit on a business card

How the world has changed

Out reach in the new millennium

Social networks are big Blogs are here to stay – 112.8 million not including

72.8 million Chinese language blogs (David Silfry “State of the blogosphere)

Twitter approaching 33 million users Face book Email clubs – How to get started Local Store Marketing Value sometimes trumps loyalty

#pizzasummit09

How to Break Through

Email Clubs Local Store MarketingCharity involvementWebsiteAssociate communities

How to Succeed

Clear Brand message Laser like focus on quality Clearly defined business plans Tracking and analyzing results on a weekly basis Ability to adapt quickly

#pizzasummit09

Case StudyBy Revention

Online Ordering

#pizzasummit09

Top Tools to use for the Pizza Operator

1200 US Operators polled 2009 - Research by - Food Action Group

0 0.175 0.35 0.525 0.7

17%

67%

39%

29%

Green/Organic

Web - Online Ordering

Social Media

Demographic Technology

Tools

CaseStudy

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32% of all Online Customers had never ordered online Average Tickets Online are much higher- Delivery 47%- Pick-up 67%Customer Connection Web ApplicationConvert Customer’s to Online Ordering

Case Study

Prepared by: #pizzasummit09

Case Study

Customer Database Management is the key to unlocking customer purchase potential.

Data integrity

#pizzasummit09

Opportunites

Hotels

Fundraiser/community involvement

Pharmaceutical Reps

#pizzasummit09

Case Study

Use the information that you have to market your brand.

1. Personally invest yourself or your team in the tools that you have and the data that is at your fingertips.

2. Use the full potential of the technology you have.

Main Session ThreeVideo While we wait for Session Speakers to take the stage...

Main Session Three

Learn how greening your pizza business could break the bank or make your profits soar!

Operations 2.0 Real-Time Solutions

Speakers

Casey McEwn Paul BarronModerator

Sandy Lechner

Eric Abrams

#pizzasummit09

Most impact on consumersconsumers rated as used most often

07-2009 Study21,000 US Consumers polled 2007-2009 - Research by - Food Action Group

0 0.15 0.3 0.450.6

29%

53%18%

Mail/Trad

Online Marketing

Social Marketing

2009 2007

What consumers rely on mostwho do they listen to?

2009 Study

0 0.175 0.35 0.5250.7

67%13%

14%

6%

Word of Mouth

TV & Trad

Online

Social

Consumers

21,000 US Consumers polled 2007-2009 - Research by - Food Action Group

The Changing Face of Marketing

Our industry’s dirty little secret

Shotgun approach to marketing vs. targeted marketing

The online landscape 10 years ago compared to today

Customers now have a choice of how they want to be engaged

I’m ChangingAre You?

#pizzasummit09

Web 2.0 Over Used

Web 1.0 vs. Web 2.0

How to leverage Web 2.0 - strategy before execution

How web 2.0 products need to be managed

Change with the times - they are moving faster now than ever before

#pizzasummit09

It’s more than one thing

What’s the payoff?

Finding the right mix for your business

Questions still remain

Case Study WingZone

Case Study

Marketing Efforts were Fragmented

Low Brand and Offer Continuity

No Systemic Programs with Tracking

Low Franchisee Satisfaction

Spending Too Much

Too Many Suppliers

Marketing Staff Spending Time Purchasing vs Marketing, Strategizing, Planning, and Executing.

#pizzasummit09

Case StudySolutions

Expanded System Wide and LSM Options

Plans to Consolidate Volume and Buying Power of System through Enrollment programs.

On Demand Services

Updated Grand Opening Kits

Creative Services

Strategy, Planning, Scheduling of system wide and LSM marketing initiatives.

On Line Ordering, Versioning, Proofing, Payment, and reporting of all items.

Case Study- Critical Capabilities

Print Planning and Manufacturing

Media Planning, Buying and Management

Creative Design

Database & Fulfillment Services

Digital, Sheet-Fed, and Web Printing

Web Based On Line Ordering Site Programming, Construction and Maintenance

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Case StudyResults

One-Stop-Shop for all system needs

Leveraged system-wide best practices

All Marketing initiatives are executed and trackable

Better leverage of internal staff/resources

Ability to leverage Partner expertise and experience

Greater Franchisee participation and satisfaction

#pizzasummit09

Collaboration Questions

What things am I doing to reach guests on a consistent basis?

Am I using the social web and how?

How am I getting to demographic data about my customer?

#pizzasummit09

Power Info Video Session & Break

The Social web and how the power of crowds will make a difference in your marketing

Kelly Olexa & Freda Mooncotch

Main Session Four

massive changes are occurring in our society and economy. If you want to excel, you will need to be ready to break some rules.

Learning the New Financial Business Model for the Modern

Speakers

Richard Slawsky David Zaslavsky Jehan SualnierModerator

#pizzasummit09

Chris King

Best Sources for funding growth

0 0.175 0.35 0.5250.7

29%

53%18%

67%18%

15%

Bank/Trad

Angel Investors

Private Funds

2009 2007

1200 US Operators polled 2007 & 2009 - Research by - Food Action Group

Enable your technology

Make use of your POS system

Most operators don’t take advantage of many of the marketing and bookkeeping features available on their POS systems

Lazy customer marketing

Friday morning email blasts

Inventory control

#pizzasummit09

Lower Equipment & Services Cost

Leasing

Refurbished equipment

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Maximize your POWER

Commit your business to one vendor in exchange for a price break

Forge alliances with other operators, i.e. Louisville Originals

National Cooperative Business Association

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Who we are

Bostone Pizza: Boston's authentic NY pizzeria, featuring thin crust

Neapolitan and deep dish Sicilian pizza

Founded January 2007 in Boston, MA on Newbury Street

First year sales were $723k Year two $973k / $35% increase.

Concept: Quick Service establishment with Traditional and Sicilian by the

slice and by the pie - also pasta, subs and salads

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Growth in these times

Looking for growth in tough economic times

Challenges:Liquidity CrisisThe reality of todayˇs business: decreased traffic, low cash levels, andhigh debtHigh Rent and High Fixed CostsControlling and limiting variable costs

Opportunities:Increase marketing (doing more with less) below the line marketing -measuring ROIRenegotiate Lease Rate = increase in profit (cash flow)

#pizzasummit09

Creative Finance Independent Style

Bostoneˇs Growth Strategy - opportunities

Boston area news: Pizzeria Regina to Open Six New Locations (growth in tough times is not just for established firms)

Key Drivers for Bostone expansion- Cash flow to offset high profile Newbury Street location- Build brand- Increase shareholder value

#pizzasummit09

Creative Finance Independent Style

Current Economic Climate = ideal time to acquire space and secure long

Term lease - Our current deal: .30 cents on the dollar from 15 months ago

Asking price for assignment of lease - Jan. 08: $250,000 Accepted price

May 09 $40,000

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Our Growth StrategyAttracting investors

Investor is looking for:

Professional pitch

Corporate Identity stylized logo, sharp website and professional fit out (doing more with less)

Financial management and operational capability to roll out concept

#pizzasummit09

Our Growth Strategy

Trademark and brand protection (Bostone Pizza vs. Boston Pizza)

Brand Development - Vision, plan and ability to execute

Shareholder value - Monthly dashboard analytics and reporting

Exit plan for us, and our key investor we are not just in the pizza

business, but the real estate business

#pizzasummit09

FC Stone

One of the largest concerns for pizzeria operators that we have encountered is commodity prices.

The volatility in commodity prices has a direct affect on gross profit margins and should be monitored carefully.

Best Practices

Know your risk. Have a commodity risk management program in place.

Enter into longer term fixed pricing with suppliers in order to control input costs

Remain Competitive

Create downside price participation after locking in a fixed price in order to remain competitive.

#pizzasummit09

How to use Futures

Utilize futures and options and Over the Counter products to mitigate risk

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Collaboration Questions

What creative finance plans have you put in place in the last year?

How are you dealing with Commodity / Risk Planning?

What areas in your business do you see the biggest financial challenge, and your plan to fix it?

#pizzasummit09

17 Speakers

6 NetworkingPrograms

9 Educationsessions

Millionsof Ideas!

Thank You