Sweet Street Desserts

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Sweet Street Desserts Beyond Balanced Desserts

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SWEET STREET COMPANY OVERVIEW

• 25 years of Frozen Gourmet Dessert Expertise
• Privately held company with Woman Owned Minority
  Status
• Extensive Product line
• Innovative, quality driven organization
• Extensive dessert marketing research
• Current manufacturing environment is 180,000
  square feet
• Facility located in Reading, PA
• 99.9 fill rate

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Our Mission
We at Sweet Street Desserts choose to be the
leader in the gourmet dessert industry, setting
the standard by which all others are
judged. Being a leader in sweet indulgence is
our way of life. To maintain our leadership, we
will be missionaries of the dessert experience,
expanding its pleasures to all parts of the day
and all parts of the world. With our unwavering
commitment to profitably create a constantly
evolving and extraordinary line of great tasting,
high quality desserts, innovation will always be
essential to our success and cutting edge
products will always be our future.
Cutting Edge Desserts For Every Slice of the Day
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Our Mission

• Above all, we are dedicated to creating a
  dynamic and gratifying environment so compelling,
  our customers, suppliers and co-workers will want
  to participate in achieving mutual success. By
  continuing to conduct ourselves with the utmost
  integrity and by anticipating the best interests
  of these valued people, our companys sweet
  success will be certain.

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Patrons rate taste and appearance as the two most
important qualities when choosing a
dessert.Sweet Street is rated 1 in taste and
appearance by commercial and non-commercial
operators
Sweet Street 1 in Taste.
Sweet Street 1 in Appearance.
Commercial Operators1
61.8
Commercial Operators1
65.1
Nearest Competitor
42
Nearest Competitor
41.5
On-Site Operators2
57
On-Site Operators2
63
Nearest Competitor
39
36
Nearest Competitor
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Sweet Success Elite Program

• Designed to enable you to maximize your dessert
  sales, increase check averages and cater to your
  important customer base.
• The SSD Sweet Success Elite program provides the
  tools and knowledge to take your dessert menu to
  the next level.
• Each part of our Elite program is designed so
  that it is customizable specifically for your
  needs.
• The Elite program consists of our Balance Dessert
  Menu Building Program, the facts behind customer
  satisfaction and desserts, our LTO program, a
  wait staff training program, and our Sweet Reward
  program that enables you to earn points that can
  be used for merchandising materials and other
  prizes.

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Customer Satisfaction A Critical Component of
Success

• The restaurant industry is built on patron
  frequency
• This is the lifeblood of the industry gaining
  and keeping repeat customers
• A restaurants reputation is built on the
  quality and consistency of their product.
• This differentiates long term growth and short
  term trendiness
• Customer Satisfaction is the most important
  attribute to measure consistency and to determine
  the potential for repeat business.
• Statistics show a powerful correlation between
  dessert sales and increases in Customer
  Satisfaction.

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Desserts are Important to our Important Customers.
Dessert incidence increase significantly with
patrons who are overall highly satisfied with
their experience.
Increase Segment 38.1 Full Service Upscale
Hotel Group 30.7 Mid-Scale Italian
Category 29.5 Major Casual Dining Chains 29.1
Casual Dining Steak/Rib Category 25.7 Major CD
Bar Grill Chains 23.6 Casual Dining Bar
Grill Category

• Highly Satisfied customers are your most
  important patrons
• Frequent your establishment regularly
• Encourage others to patronize it
• Create positive word of mouth advertising
• Loyalty and resulting repeat business drive your
  bottom line

Source MPD Group/MPD Food World/Crest
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Desserts Turn Satisfied Customers Into Highly
Satisfied Customers.x
Customers who rank their overall experience
highly satisfied increase by 29.7 when they
order desserts.
Major Casual Dining Chains
With Dessert
Without Dessert
Change
29.7
33.5
43.4
Highly Satisfied
79.3 of patrons felt the after dining experience
influenced the overall satisfaction level of a
meal
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Moving a customer from Satisfied to Highly
Satisfied can lead to great things!!!
Satisfied Highly Satisfied
Visits per month 4.2 visits 7.3 visits
Length of patronage 4.4 years 8.3 years
Average monthly spend 210 318
96 of patrons tip more when they are highly
satisfied with their restaurant experience 99.3
of patrons frequent an establishment more
frequently when highly satisfied 96.5 of patrons
always or will often, recommend a restaurant if
they are highly satisfied
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How Do We Remove the Word Average from Every
Check?
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Convince Just One Customer and Youll Sell More
Desserts.

• 82.4 would order dessert when someone else at
  the table orders dessert. 4
• 76 would order a dessert specifically made to
  be shared.5 Train waitstaff to encourage your
  customers to share.
• 65.8 would order coffee and tea or an
  after-dinner drink when someone orders a dessert.
  5
• 88 would order coffee and tea or an
  after-dinner drink with their dessert. 5
• 47.9 of patrons choose a restaurant because it
  serves a dessert they like.

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The balanced dessert menua brilliant way to sell
more desserts.

• Offer the flavors that appeal to patrons.

• Offer the choices that appeal to a broad
  base of customers

• Offer the textures that add to appeal.

• Textures also give your waitstaff a good starting
  point for mouthwatering descriptions.

• Present an array of shapes

Research shows these are your patrons favorite
dessert flavors - Chocolate - Citrus - Fruits
and Nuts - Cheesecake With these four
flavors, you can appeal to 88 of patrons.5

• Present desserts beautifully to tempt purchase

1Restaurant Hospitality/Food Management Research,
2002 2Penton Media, Inc. Consumers Dessert Usage
Study, 2001, (of 1,088 surveyed)
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Significantly Increase Check Averages with the
Right Mix of Desserts.3
DESSERT CHECK AVERAGE INCREASE Brownie 31.8 Cakes
56.1 Cheesecakes 104.8 Cobblers/Crisps 72.6 Pi
es 17.2 Other Non-Frozen Desserts 62.3
Average Eater Check. Dessert, excluding ice cream.
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The economics behind the Power of One

• Sell ONE dessert to a Table of 5 and see how it
  effects the check average
• 66 would order coffee, tea or an after dinner
  drink
• (3 of 5 x 2.50 7.50)
• 88 will order coffee, tea or an after dinner
  drink with their own dessert
• (90 order 2.50 beverage 2.25)
• 82 would order dessert when someone else at the
  table orders dessert
• (3 of 5 x 3.95 11.85)

Penton Media research, 2002
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Wow them with Presentation.
89 are influenced to buy based on the
appearance of the dessert.5 A dessert cart,
with attention to presentation, is a legendary
influencer in the buying decision. An
original platescape can give any dessert your
signature. Include a visual description in
your menu to capture patrons imaginations early
in the meal occasion.
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Dessert Limited Time Offers Increase The Bottom.

• Dessert LTOs are a great tool to increase
  dessert incidence and boost the bottom line.
• Dessert LTOs will give your waitstaff a
  special reason to review the dessert
  menu...even to your most loyal customer base.
• LTOs provide your patrons something they
  want...something special.

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Offering New/Unique Items Are More Important Than
Ever.6
94 now agree with the statement that they are
looking for new items they dont prepare at home.
1992 1994 1996 1998 2002 74 79 83 81 94
Year Agreement
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Limited Time Offers (LTOs). Big Time Sales
Spikes.

• LTOs refresh your dessert offering, can spike
  menu importance by 38, and boost sales in your
  operation.7
• 82 of LTOs become regularly menued items,
  increasing sales long-term.
• 68 of consumers say that the price of desserts
  does not influence their decision whether or not
  to order dessert.

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Tips for a Successful LTO.
Offer something new that complements your main
dessert menus balance. Use LTOs to build
your dessert menu and increase price
point. Create 6-8 week promotions at least
four times per year. Promote seasonal items
during major holidays. Use table tents and
menu inserts to effectively promote. Train
your staff on selling desserts and raising check
averages.
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PULL-THROUGH SALES SELLING A GREAT DESSERT MENU
More benefits from Sweet Success LTO program.

• Mardis Gras - Fathers Day
• - Valentines Day - Graduations and Weddings
• Easter - Halloween and Thanksgiving
• St. Patricks Day - Independence Day
• Cinco de Mayo - Christmas and New Years
• Mothers Day

Logo
Keep Dessert LTOs Fresh Year-Round Choose from
our full-line of high-end desserts tied to
holidays and special occasions.
MARDI GRAS (Jan 3 THROUGH Feb 28)
VALENTINES DAY (Jan 3 THROUGH Feb 28)
ST PATRICKS DAY (Feb 1 THROUGH Mar 31)
EASTER (Feb 1 THROUGH Mar 31)
CINCO DE MAYO (Apr 1 THROUGH May 31)
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PULL-THROUGH SALES SELLING A GREAT DESSERT MENU
More benefits from Sweet Success LTO program.
MOTHERS DAY (Apr 1 THROUGH May 31)
FATHERS DAY (May 1 THROUGH June 30)
Graduation, Weddings, etc. (May 1 THROUGH June
30)
INDEPENDENCE DAY (July 1 THROUGH August 31)
INDEPENDENCE DAY (July 1 THROUGH August 31)
HALLOWEEN/TGIVING (Apr 1 THROUGH May 31)
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Our Sweet Money Waitstaff Program.
Customizable program offers tips for selling
desserts, detailed descriptions, and incentives
to inspire your staff to sell desserts. Helps
waitstaff become more well-informed and better at
selling desserts. Increases waitstaff
involvement which also increases check averages
to help you and your staff make more money.
80 of patrons would be more likely to order a
dessert if the waiter or waitress is enthusiastic
and knowledgeable about the dessert
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Other Benefits of a Well-Trained Waitstaff.

• Increase in Customer Satisfaction
• Decrease in employee turnover.
• Increase in revenue.
• Increase in overall check average.
• Increase in individuals tip.

A well-trained wait staff, coupled with desserts,
can greatly increase customer satisfaction.
WITH WITHOUT DESSERT DESSERT Accuracy of
order 57 47 Made me feel like a valued
customer 45 35 Pleasant, friendly
service 51 41 Fast, efficient service 39 32
Results from major casual dining chain.
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Sweet Shop powered by I-Extend Customized
Point-of-Sale.
Templates available for the most popular
Point-of-Sale materials. - Clean, classy
design. - Stunning color photography. -
Mouthwatering descriptions. - Customized by
YOU. You simply choose - Merchandising
format and options. - Products you want to
sell. Fast, affordable, easy. Available at
sweetstreet.com
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Influence Patrons to Buy.
95 are more likely to order dessert if their
favorite flavor is on the menu.5 The top five
influencers.5 - 95 Favorite Flavor on Menu -
89 Appearance of Dessert - 85 Photo of
Dessert - 80 Dessert on Cart/Tray - 70
Spouse/Companion Nearly half skip dessert if
their favorite isnt on the menu.5 Price
matters little. Fewer than a third say it
influences their decision to order dessert.5
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Show them the Dessert and they will order
85 of patrons would order a dessert they have
not tried based on a photo or description.5 The
four most effective POS elements5
Photo on Menu 85
Table Tent 52
Poster/Counter Card 36
Menu Clip-On 42
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Sweet Rewards Program Puts the Sweet In The
Street
Create patron reward programs, waitstaff
incentives or treat your establishment to some
new equipment...
Earn fabulous rewards just for purchasing Sweet
Street Desserts. Points can be redeemed for
Point-of-Sale materials or great merchandise for
yourself or as sales incentives for your staff.
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Desserts Ensure Sweet Success

• Desserts improve customer satisfaction
• Desserts increase your check average
• Desserts drive complement sales
• Desserts drive repeat business
• Desserts should be strategically important to you
  and your business!

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Sources
1 - AG Research, 2001 2 - NRN Research, 2000 3 -
The NPD Group/NPO Passworld/CREST/Customer
Satisfaction Research, March, 2004 4 - Penton
Media, Inc. Consumers Dessert Users Study, 2001
(of 1,088 surveyed) 5 - Restaurant
Hospitality/Food Management Research, 2002 6 -
NPD Crest LTO Analysis, 2004 7 - Technomic
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