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 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
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.
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.
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.
Increasing sales Distributor sales representatives have the single biggest impact on foodservice sales of NZ venison.
Increasing sales We need to view distributor sales teams as our customers and we need to ensure they are: • Incentivised • Knowledgeable • Motivated
Our focus will be on making it as easy as possible for distributors to sell our product.
In-Market Education Sales Associate training
In-Market Education Distributor Sales Staff Training
In-Market Education Meat Cutting/Butchery
In-Market Education Chef Training
In-Market Education Distributor/ Chef Events
In-Market Education Product Discussion and Promotion
Industry Exposure Food Shows Trade Events
Industry Exposure National Events
Product Innovation New ideas Good solutions
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
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
Recommend
More recommend
