Third Quarter Metrics

Q3 Highlights from the six KPI's we measure include:

* A record number of new operator enrollments last quarter
* More than 50% enter 10 reward codes within 30 days

"Value in Manufacturer Programs"

Hi Tiger! You’ve probably seen this, but just in case, check out page 18 of the October issue of the IFMA magazine. There’s a chart that shows what operators find to be useful from manufacturers and your type of program is at the top.

Good PR for you! Hope to see you in Palm Springs.

Patty Duffey
Sr. Vice President, Marketing Development
UniPro Foodservice

September website traffic

Web stat reports for September - highlights:

937,228 page views
108,311 visits
55,548 unique visitors

Q2 2007 Key Performance Indicators

The second quarter metrics for 2007 show positive growth in multiple-product and multi-manufacturer purchases: More than 35% of operators now buy from over five sponsors, a 10% gain from last year.

Wow, Thirty Millionth Code Entered

Yesterday, the 30,000,000th reward code was entered by Jim Oliver's Smoke House. Here’s the trend:

1st code entered – 10/7/2002
10 Millionth Code entered – 4/6/05 (30 Months)
20 Millionth Code entered – 7/28/06 (16 Months)
30 Millionth Code entered – 6/26/07 (11 Months)

2006 promotion ROI results are in!

Foodservice Rewards manufacturers ran 82 promotions last year. See an example.

88% had a positive ROI, 64% had an ROI of 100% or better, the average ROI was 178%, and the highest ROI was 1,862%.

The ROI analysis measures only incremental cases redeemed during the promotion period. Incremental cases were a result of new customers buying a product for the first time and/or existing customers buying more during the promotion period than during the same prior period (if the promotion ran 90 days, we compared buyer's purchase history to the 90 days prior to the promotion).

BI's Mission is to produce measurable results for our customers, and judging from these first quarter '07 Key Performance Indicators - so far, so good.

We need your lists!

BI's Eden Valley call center makes hundreds of outbound operator calls every day to verify new Foodservice Rewards applicants. But there's a big difference between verification calls and sales calls. That's why we are hiring three dedicated telesales representatives who will invite high value operators to join Foodservice Rewards.

We need your help sourcing lists, particularly in non-commercial segments. Please contact me with sources, suggestions or lists you can share.

Billionth point issued this weekend!

The Billionth Foodservice Rewards point was issued this weekend.

Here's the country breakdown:
USA: 976,038,826
Canada: 4,754,917
UK: 21,633,979
Total: 1,002,427,722

What a long way the coalition's come since the first points issued for the purchase of a Schwan's Chalupa in September of 2002 :-)

"It gives us a way to reward our employees..."

At West Virginia University, we have taken advantage of the Foodservice Rewards program for the last two years. It is a great program! We have cashed in our points and used the rewards as prizes and drawings for our food service employees at our end of the year party. It is a great incentive for our staff and really makes them feel appreciated. We have also used the rewards in an incentive program for encouraging great customer service. We gave employees a ticket when they were caught giving exceptional customer service and then the tickets were utilized in the drawings at the end of the year.

Our management staff as well as our employees are excited about the program because it gives us a way to reward our employees in a state system which does not offer bonuses or merit increases. The rewards that are offered are of good quality and the selection is large; it's easy to get a variety of prizes that everyone can get excited about!

Thanks for providing this program to food service operators,
Kathy Curtin, Assistant Director, WVU Dining Service

Perhaps that's why 57% of all U.S. Colleges and Universities, 48 in Canada & 442 in the UK now participate in Foodservice Rewards^®

Now, one case claimed every two seconds

For the past month, we've recieved between 30-35,000 case claims per day. However, yesterday we set a new milestone: 40,893 reward codes entered in one day.

Please email me to join the pool for the next milestone: the billionth point earned - should be sometime before March, 2007.

October Key Metrics - Now Bigger Than NRN

At the request of P&G's Paul Edmondson, we'll publish quarterly summary statistics here, making them easier to share with your internal teams.

1) Number of active operators participating in the: USA - 70,464 Canada - 1,260 UK - 8,603 Total - 80,327

To put this in perspective, the circulation of Nation's Restaurant News is smaller at 70,509 (and it's easier to subscribe to a magazine than it is to collect and enter rewards codes!)

2) Number of reward codes entered in the USA - 21,622,512 Canada - 43,842 UK - 359,859 Total - 22,026,213.

To put this in perspective, that's a code being submitted every 30 seconds on a 24 hour clock.

3) Number of Distributorships participating in North America: 75 with 681 enrolled DSR's, including our first US Foodservice house. If you are participating in the distributor incentive program and would like more details, please contact me.

In the meantime, see Foodservice Rewards being promoted on these distributor sites: Livingston Foodservice, Foodservices of America, Presto Foods and Jordano's Foods.

New York Times makes it official: Reward Code Programs are Popular

When the New York Times covers the popularity of reward code programs, they've finally gone mainstream.

With over 20 million reward codes redeemed (that's one every 30 seconds) we've known their value since the first Foodservice code was redeemed for a Schwan's Chalupa in September of 2002.

Here's how Distributorships and their DSR's are learning about it via their program newsletter.

Twenty Millionth Case Claimed!

Sometime today, one lucky operator is going to enter the 20,000,000th reward code and earn 20,000 bonus points.

To celebrate the milestone (20 million cases purchased in exchange for points instead of discounts, coupons, rebates or price adjustments!) we're also giving away 50 points to each and every operator who enters a code today. For perspective:

**There are 67,834 participating Foodservice Rewards members, and that number grows by 50+ new members every day
**Members now enter over 24,000+ reward codes daily - that's over 1,000 per hour!
**Over 70 independent distributors and 630 of their DSR's are actively promoting Foodservice Rewards.

We need your help for the hospital initiative

With over 2,300 hospitals participating in Foodservice Foodservice Rewards, we're almost 40% penetrated in that segment. Please read this sponsor update on upcoming hospital initiatives as we value your input. We're also considering Sponsorship of the HFM National Training Conference and would like your opinion of that event.

French Canadian site is live!

Congratulations to the operations team who worked so hard to launch in time for the Canadian/International Food and Beverage Show!

Over 900 development and testing hours went into this release. During that time the team also:

• Responded to over 3,000 customer service inquiries
• Processed 266 daily point deposits for operators
• Ran 231 Sponsor Data Extract reports for Sponsors
• Sent daily and weekly welcome emails, confirmation emails, and unqualified emails
• Verified over 4500 new enrollees
• Madhu and his wife had a baby girl
• Ron and Mike each got engaged

Thank you to all who had a hand in the development and support of these exciting new features!

The year's off to a great start

Today we surpassed last year's Q1 promotion total. We currently have 8 Sponsors (57%) running 15 promotions (12 set up this quarter 3 carrying over from last quarter). See a typical e-newsletter and its promotions.

Travel & Leisure segment remains untapped

1,483 Motel/Hotel/Resort/Lodging segment operators have enrolled, representing 6% of the 23,520 operators according to Technomic's latest figures.

From: Amanda Kavars [mailto:akavars@MILL-USA.com]
Sent: Thursday, January 19, 2006 1:30 PM
To: Lucas, Michael
Subject: Thank you!

Hi Mike,

I touched base with my chef after you left about the rewards program and actually, we are already members! He and our purchasing manager login all our products and apparently are half way to getting enough points for a big screen TV!?!! As I mentioned, we are a union hotel and part of our contract is that we provide at no cost 2 meals a day in our employee cafeteria, called Nic's Underground, and apparently the TV will go in there when they've earned it.

~Amanda

Amanda Kavars
Account Manager
Millennium Hotel Minneapolis
Direct Phone: 612-359-2231
Direct Fax: 612-359-2164
akavars@mill-usa.com
www.millenniumhotels.com

As of Friday, the first 100 DSR's have enrolled

Over 60 70 80 distributorships have enrolled in the DSR incentive (including PFG, Ben E. Keith, our 1st SYSCO house, and many smaller distributorships.) With more signing up each week thanks to Sponsor's efforts and ads like the ones at ID Report, we're entering phase II, enrolling DSR's.

The Distributor Program newsletter enjoyed a 65% open rate and 10% click throughs.

Best Practice: Win-Backs

With the average company losing 20-40 percent of its customers every year, it is imperative that we create hard working strategies, not only for acquisition and retention, but also for win-back.

"we sent this message to approximately 800 operators in the Foodservice Rewards program" reports Evan Carlson, eBusiness Marketing Manager at Schwan's Foodservice. " These were operators who previously purchased Minh Appetizers but had not redeemed a reward code within five months. In other words, they appeared to be lost business. Through Foodservice Rewards, we are able to identify them, offer an incentive of value, easily manage participation and directly measure results. We have plans to execute additional campaigns in the upcoming months."

Similar efforts such as this one have produced win-back rates of over 14% (33,538 cases for the campaign) for a small investment in email design, delivery and points to respondents. If you have questions about how to use your lapsed buyer reports or need help designing and executing win-back strategy, please contact John Neupauer at 952-844-4566.

FSR Marketing Update - July '05

All future FSR Marketing Updates will be posted and archived here. View July's update now. Feel free to leave a COMMENT or contact me directly if you have questions or content you’d like to add. Thank you, Charlie

7% redemption

Every now and then I hear the objection: "It's too hard to collect reward codes - operators won't take the time." However, operators submit three times as many reward codes as they do rebates (6.9% vs. 2%) and are now claiming over 1/2 a million cases a month - via the web!

Still, we could do better. That's why we are testing an enhanced mail-in option for group feeders - it's Rick Francis at Bunge's idea, following the Netflix model: Just as each DVD is sent to you with a postage paid return envelope, we'll process operator's mailed-in codes and immediately send them another post-paid collection envelope.

1,500 1,974 hospitals participating

1/2 2/3rds through the campaign to enroll additional acute care hospitals with a focus on cash operations and greater than 500 beds, we're achieving a 2.5% 3.9% response rate to direct mail and a 30% open rate to e-mail solicitations like this one - bringing the results of this campaign to over 150 new enrollees, and total hospitals enrolled to over 1,500 1,974 (which is 25% 34% of all hospitals in the USA). Telemarketing to the non-responders begins next week.