SLIDE 1
Katrina Allan
Sales Manager Alliance Group Limited
- State of US Restaurant Industry
- How venison is doing in the US
- Our focus for increasing sales
Katrina Allan Sales Manager Alliance Group Limited State of US - - PowerPoint PPT Presentation
Katrina Allan Sales Manager Alliance Group Limited State of US - - PowerPoint PPT Presentation
Katrina Allan Sales Manager Alliance Group Limited State of US Restaurant Industry How venison is doing in the US Our focus for increasing sales How are US Restaurants doing? Inflation adjusted sales increasing 1.5% to 709
SLIDE 2
SLIDE 3
How are US Restaurants doing?
- Inflation adjusted sales increasing 1.5% to 709
billion in 2015.
- One million restaurant locations in the USA.
- Restaurants will add 1.7 million new jobs in
next 10 years .
- The US economy is generally doing well
SLIDE 4
NZ Venison Sales in USA
- Volume and value up over past 5 years.
- Value up $15.5M to $22.6M.
- Volume from 1.2M kgs to 2.2M kgs.
- High beef prices stimulating demand.
SLIDE 5
Opportunities
- Growing interest in game meats
- More interest in healthy proteins
- Increased consumer interest in the ‘pure
story’ behind their food.
- Millennials important market
demographic.
SLIDE 6
Challenges
- Lack of familiarity
- Cost
- Preconceptions about seasonality, taste and
texture
- Small volume adds to distribution costs
- Lost in SKU jungle / Broad liner Distributors
have 25,000 items to sell.
SLIDE 7
Increasing sales
Distributor sales representatives have the single biggest impact
- n foodservice sales of NZ
venison.
SLIDE 8
Increasing sales
We need to view distributor sales teams as
- ur customers and we need to ensure they
are:
- Incentivised
- Knowledgeable
- Motivated
SLIDE 9
Our focus will be on making it as easy as possible for distributors to sell our product.
SLIDE 10
In-Market Education
Sales Associate training
SLIDE 11
In-Market Education
Distributor Sales Staff Training
SLIDE 12
In-Market Education
Meat Cutting/Butchery
SLIDE 13
In-Market Education
Chef Training
SLIDE 14
In-Market Education
Distributor/ Chef Events
SLIDE 15
In-Market Education
Product Discussion and Promotion
SLIDE 16
Industry Exposure
Food Shows Trade Events
SLIDE 17
Industry Exposure
National Events
SLIDE 18
Product Innovation
New ideas Good solutions
SLIDE 19
Planned activities
- Build end user product awareness by
running high profile events (Memphis BBQ, NRA etc)
- Continue with Marketing Associate and
Chef training
- Develop customized sales and marketing
resources
- Focus on sales incentive programs for sales
reps
SLIDE 20
The future looks positive
- Outlook for US restaurant industry is good
- NZ Venison has a good story to tell
- Price gap with other proteins closing
- Incentive programs will stimulate sales
SLIDE 21