gourmet ravioli training. pasta category windsor foods is the largest manufacturer of frozen filled...

Gourmet RavioliTraining

Pasta Category

Windsor Foods is the largest manufacturer of frozen filled pasta in the U.S. including the Roseli and Bernardi brands.

Italian food continues to be a very popular ethnic food. People love it as a comfort food.

The gourmet pasta category has a projected 7% annual growth rate

Pasta is easy to use. Boil it, sauce it and serve it.

Pasta is a versatile menu item.

Pasta is profitable.

Brand/Supplier

Total Foodservice Street*

National Account*

$MMShare

(%) $MMShare

(%) $MMShare

(%)

Windsor $115 53% $71 55% $44 51%

Joseph’s 25 12 15 12 10 11

Carla’s 24 11 15 12 9 10

Rich’s 19 9 9 7 10 11

Marzetti 11 5 3 2 8

9

All

Other** 23 11 17 13 6 7

Total$217 100% $130 100% $87 100%

By far, Windsor is the leading supplier of frozen filled pasta with 53% total market share. In the all category, there are numerous regional players who participate in the category.

Sub-Category

CAGR Nominal

2007-2009 2010-2012*

Ravioli -3.0% 2.5%

Tortellini -3.6 4.0

Gourmet Ravioli -9.5 7.0

Manicotti/Cannelloni -6.2 -2.0

Lasagna Sheets -3.6 0.5

Stuffed Shells -5.0 0

Specialty Lasagna Products

0 8.0

The filled pasta category was negatively impacted by sharp declines in FSRs and lodging, the two segments where the significant volume is found. Recovery is expected, especially in gourmet ravioli, tortellini and specialty lasagna products

Pasta Category

Gourmet Ravioli Advantages

Gourmet Ravioli’s have the highest quality ingredients with large particulates for a homemade appearance and superior texture

Eye-catching colors, shapes and designs, filled with unique combinations of exciting flavors – a great signature dish for any operator

These upscale offerings provide a higher contribution margin to the bottom line vs. steak or seafood

Products are made with Durum flour and whole egg which provides for longer hold times with an al dente texture

CUTTING SAMPLES Bernardi® Ravioli (Gourmet)

70783 Sicilian Sausage Triangle Ravioli

73994 Veal (Osso Bucco) Triangle Ravioli

74866 Jumbo Square Striped Pasta w/Cheese Filling Ravioli

70788 Jumbo Tuscan Roasted Vegetable Ravioli

74865 Jumbo Square Confetti Pasta w/Roasted Veg Filling Ravioli

74875 Jumbo Square Striped Butternut Squash Ravioli

74858 Jumbo Square Crab Ravioli

73769 Jumbo Square Lobster w/Striped Pasta Ravioli

74867 Jumbo Square Lobster Ravioli

73993 Lobster & Shrimp Spotted Agnolotti Ravioli

Bernardi® GRAND-i-OLI'S™ (Super Jumbo Hexagon)

70784 5-Cheese Grand-i-Oli's™

70785 Florentine Supreme (w/ Blue Chs & Grilled onion) Grand-i-Oli's™

Bernardi SPECIALTY

77071 Lasagna Sandwiches (with cheese)

Jumbo Striped Cheese Ravioli

FEATURES Generously filled with creamy blends of

ricotta, mascarpone, Romano & parmesan cheeses

Eye-catching stripes in red and green in yellow wheat pasta

Pasta is made with enriched durum flour and whole egg

BENEFITS High quality with authentic Italian appeal Ideal as a signature dish, Upscale offering for any

menu Ready to cook - saves time and labor Sealed edges prevent premium cheeses from

weeping or running on the plate Pasta/filling ratio gives you more value for your

money

Pieces per serving: 4Price per serving: $2.60Sides/Sauce/Garnish*: $0.50Total Plate Cost: $3.10Menu Price: $9.99Contribution per plate: $6.89Food Cost: 31%Profit per case: $130.91

Code #: 74866Pack: 2/3# bagsPiece Size: 1.25 oz.Pieces per case*: 77Price per piece*: $0.65

Confetti Roasted Vegetable Ravioli

FEATURES Roasted vegetables including red,

green and yellow peppers, mushrooms, béchamel, cheeses and other flavorings

Rectangular shaped pillow of cream colored wheat pasta with green and orange spots


BENEFITS Upscale premium ravioli with exceptional

ingredients full of flavor Convenient and easy to prepare, saving time

and labor Great vegetarian offering Pasta/filling ratio gives you more value for

your money



Striped Butternut Squash Ravioli

FEATURES Roasted butternut squash blended

with creamy cheeses Bright colored striped pasta in

popular rectangle shape Pasta is made with enriched durum

flour and whole egg


ingredients full of flavor Fine-dining quality with home-cooked appeal Convenient and easy to prepare, saves time and labor Pasta/filling ratio gives you more value for

your money

Code #:74875Pack: 2/3# bagsPiece Size: 1.20 oz.Pieces per case*: 80Price per piece*: $0.92


Veal (Osso Bucco) Ravioli

FEATURES Filled with braised veal, whole peeled

Italian tomatoes, white wine, mirepoix of vegetables and freshly grated parmesan cheese

Unique and triangular in shape with sealed, serrated edges

Triangular shaped pillow of cream colored wheat pasta streaked with brown, made with enriched durum flour and whole egg

BENEFITS A traditional Italian entrée in a unique presentation Convenient and easy to prepare, saves

time and labor Pasta/filling ratio gives you more value for

your money Ideal as a signature dish, upscale offering for

any menu


Pieces per serving: 5Price per serving: $3.10Sides/Sauce/Garnish*: $0.50Total Plate Cost: $3.60Menu Price: $11.99Contribution per plate: $8.39Food Cost: 30.03%Profit per case: $181.22

Crab Ravioli

FEATURES Mixture of rock crab, cheeses and

savory spices Eye-catching yellow wheat pasta

with red confetti design Pasta is made with enriched durum

flour and whole egg

BENEFITS Upscale premium ravioli with exceptional ingredients full of flavor Convenient and easy to prepare, saves time and labor Fine-dining quality with home-cooked appeal Pasta/filling ratio gives you more value for

your money



Lobster Ravioli

FEATURES Chunks of lobster enrobed in ricotta

cheese & savory spices Eye-catching yellow wheat pasta

with parsley speckles Pasta is made with enriched durum

flour and whole egg


your money

Code #:74867Pack: 2/3# bagsPiece Size: 1.28 oz.Pieces per case*: 75Price per piece*: $1.06


Striped Lobster Ravioli

FEATURES Chunks of lobster enrobed in ricotta

cheese & savory spices Eye-catching yellow wheat pasta

with black stripes Pasta is made with enriched durum

flour and whole egg


your money



Lobster & Rock Shrimp Agnolotti Ravioli

FEATURES Appealing half-moon shaped wheat

pasta dotted with light-red spots Filling is a blend of lobster claw and

knuckle meat, rock shrimp, light cream, and sherry wine reduction, onions and other flavorings


BENEFITS Great alternate seafood center of plate

option Upscale premium ravioli with exceptional

ingredients full of flavor Convenient and easy to prepare, saves time

and labor Ideal as a signature dish on any menu Pasta/filling ratio gives you more value for

your money



Five Cheese Grand-i-oli® Ravioli

FEATURES Large hexagon shaped pillow of

creamy pale yellow wheat pasta Pasta is made with enriched durum

flour and whole egg Filling is a delicious blend of ricotta,

mozzarella, provolone, parmesan, and asiago cheeses in a creamy bechamel sauce

BENEFITS Largest stuffed pasta in the industry, perfect for a signature dish Versatile for a unique appetizer option, for

lunch or dinner, or ingredient with another entree Great Profit potential

Code #: 70784Pack: 1-10# bulkPiece Size: 3.50 oz.Pieces per case*: 45Price per piece*: $0.99

Pieces per serving: 2Price per serving: $1.98Sides/Sauce/Garnish*: $0.50Total Plate Cost: $2.48Menu Price: 10.99Contribution per plate: $7.51Food Cost: 22.5%Profit per case: $165.22

Florentine Supreme Grand-i-oli® Ravioli

FEATURES Large hexagon shaped pillow of creamy

pale yellow wheat pasta speckled with parsley


Filling is a delicious blend of ricotta, spinach, blue cheese, parmesan, mozzarella and seasonings in a creamy white sauce

BENEFITS Largest stuffed pasta in the industry, perfect for a signature dish Versatile for a unique appetizer option, for

lunch or dinner, or ingredient with another entree Great Profit potential

Code #: 70785Pack: 1-10# bulkPiece Size: 3.50 oz.Pieces per case*: 45Price per piece*: $0.99

Pieces per serving: 2Price per serving: $1.98Sides/Sauce/Garnish*: $0.50Total Plate Cost: $2.48Menu Price: 10.99Contribution per plate: $7.51Food Cost: 22.5%Profit per case: $165.22

WHAT IS…….

TRAINING ….

What is FLAVORS OF ITALY™Why – ResearchHow to Sell itWhere to Sell itPromotional Support and Incentives

Pasta items that reflect their place of origin /True taste reflection of the region Regional ethnic cuisine can be tailored to fit American menus Mintel expects regional ethnic influences to emerge on the menu Regional ethnic cuisine is 17th overall trend and #1 ethnic cuisine and flavor trend (NRA

“What’s hot in 2010” – Chef Survey) The incidence of geographical claims has been on a steady increase since 2006 with it’s

largest growth in 2009

Bernardi introduces:

Mintel menu insights Feb 2010

WHAT - POSITIONINGAuthentic line of “regionally inspired” gourmet

pasta products that offers a distinctive culinary point of view and makes it easy for the operator to:

1. Offer genuine Italian culinary traditions with true flavors

2. Implement a Turnkey menu LTO program

Inspirations of

Italian Regions – (Sicily, Tuscany, Naples)

- SUBBRANDING-

– We have branded the line to put our signature on the “concept” and idea. This name will deliver an expectation of authentic, Italian regional inspiration.

– SELL TIP #1::• When selling - Always lead with “Flavors of

Italy” PortfolioThis will ensure that the initial thought and throughout sell opportunity is of the PORTFOLIO of items, not just one or two items

MARKETING/SALES OPPORTUNITY

Solution based program for the operator to take the guess work out of menuing

Trademark the program so that it can become a recognized solution

Teaching opportunity about the dishes, wines and regions to appear to be the “Italian” expert on authenticity

Provide sauce, wine pairings with each option to further the solution and offer a value added benefit

Great opportunity to capitalize on our “secret weapon” of Italian authenticity in Sam – to further enhance our credibility on a deeper culinary level during application development and field support

22

Menu Examples with ‘Italian’ Geographical Claims

Linguini with Clams: Imported Italian linguine tossed with fresh clams and scallions, in your choice of garlic and oil, white wine cream or marinara sauce. (Carrabba’s Italian Grill)

Portobella Mushroom Ravioli: Rosemary ravioli filled with Portabella mushrooms, herbs and cheese, tossed with imported Italian tomatoes, fresh basil and garlic or garlic-Parmesan cream sauce. (California Pizza Kitchen)

Sicilian Spaghetti & Meat Balls: Top the Sicilian Spaghetti with a couple of plump meatballs and you have a taste sensation that can satisfy any hunger. (Cassano’s Pizza King)

Pappardelle Al Pesto: Ribbon pasta tossed with diced potatoes, roasted pine nuts and asparagus tips in a genovese pesto sauce. (Fiore Restaurant)

Pollo Greco: Charbroiled chicken breast tossed with cracked black pepper, pepperoncini's, black olives, red bell peppers and roma tomatoes. Tossed in a Mediterranean garlic wine sauce with penne pasta, garnished with feta cheese. (Bellini’s Ristorante and Grill)

Malloreddus al Ragu di Cinghiale: Traditional Sardinian tear drop pasta, served with wild boar ragu. (Arcodoro Pomodoro)

Source: Menu Insights

THE PORTFOLIO

INITIAL PORTFOLIO We decided to go with a varied approach so that

the portfolio offered something for everyone and in the case that the operator decides to use as an

LTO, the items are varied enough that his/her menu gives the customers a well rounded

gourmet pasta experience.

– SELL TIP #2:• Continually push the LTO concept –

– Great way to induce trial, attract new customers, excite current customers and create a sense of urgency to purchase with the Limited Menu time

PRODUCTS:• NAPLES MARGHERITA PIZZA GIANT TORTELLONI –

This pizza was started in Naples when Queen Margherita visited Naples and they created a pizza in her honor – our pasta honors this popular pizza variety

• TUSCAN ROASTED VEGETABLE RAVIOLI – simplicity is key to Tuscan cuisine – ours features nice simple blend of full roasted vegetables and cheeses, light spices

• SICILIAN SAUSAGE RAVIOLI– Sicilian cuisine is heavy meats among other things – our pasta utilizes a slightly spicy Italian sausage with Marinara and a blend of Italian cheeses and spices.

Naples Margherita Pizza Giant Tortelloni

FEATURES Mozzarella, Parmesan cheese, fresh

peeled tomatoes, basil and oregano Generously-stuffed oversize ring-shaped

pasta with fresh basil flecks Pasta is made with enriched durum flour

and whole egg Classic pizza transformed into a pasta

BENEFITS Popular flavor profile served a different way Formed to allow sauce to penetrate and coat

each piece Unique exciting plate presentation for a

signature dish at any operator Convenient and easy to prepare saving time

and labor

Code #: Pack: 2/3# bagsPiece Size: 0.94 oz.Pieces per case*: 109Price per piece*: $0.52


Tuscan Roasted Vegetable Ravioli

FEATURES Roasted vegetables including red,

green and yellow peppers, mushrooms, béchamel, cheeses and other flavorings

Rectangular shaped pillow of cream colored wheat pasta with green and orange spots



ingredients full of flavor Convenient and easy to prepare, saving time

and labor Great vegetarian offering Pasta/filling ratio gives you more value for

your money

Code #:Pack: 2/3# bagsPiece Size: 1.23 oz.Pieces per case*: 78Price per piece*: $0.69


Sicilian Sausage Ravioli

FEATURES Triangular shaped pillow of cream

colored wheat pasta with orange spots


Filling is a zesty blend of sausage, cheeses, tomato sauce, vegetables, and flavorings.

BENEFITS Unique plate presentation, ideal for a

signature dish on any menu Upscale premium ravioli with exceptional ingredients full of flavor Convenient and easy to prepare, saves time

and labor Pasta/filling ratio gives you more value for

your money

Code #:Pack: 2/3# bagsPiece Size: 0.80 oz.Pieces per case*: 120Price per piece*: $0.51


PORTFOLIO SUMMARYMargherita

Pizza Vegetable Sausage/

PeppersRegion/Wine

Naples Tuscany Sicily

Pasta Carrier

Giant Tortelloni

Large Sq. Ravioli Triangle Ravioli

Unique Pasta feature

Basil flecks Green/Orange specks

Red spots

Featured ingredients

Mozzarella, roasted and whole tomatoes, basil

Caramelized onion, red/green/yellow bell peppers, Portobello/champignon mushrooms

Italian sausage, yellow and red bell peppers, caramelized onions

Size each 0.94 oz 1.25 oz 0.80 oz

Cost each to operator

$0.52 each $0.68 each $0.51 eachSELL TIP #3:Show product in the following order: Giant Tort, Tuscan Veg, Sicilian Sausage

• Italian is the 2nd most popular cuisine type behind Traditional American in terms of total food items on a menu and when asked what kind of cuisine do you order most (Mintel menu insights 5/2009)

• Our goal is to marry conventional ingredients with contemporary touches

• Regional ethnic trends emerging- people love to feel that can explore the world through flavor

• Research has seen regional ethnic cuisine emerge through increasing use of geographical claims

• As restaurants look to diversify Italian menu items, they need to look at the regions of Italy closely to find regional specialties (Mintel insights, 2/2010)

• Casual Dining Restaurants represent the bulk of regional menu claims with 36% share.

WHY…summarized

Pricing and filled pasta on the menu

When broken down by dining type, it is easy to see that filled/stuffed pastas command a higher price point on the menu, giving operators an opportunity to boost check averages. On average, filled/stuffed pastas cost an average of $1.74 more than non filled/stuffed pastas on the menu, irrespective of dining segment.

Restaurant Segment (Dining Type) Average Price Filled/Stuffed Pastas

Average Price Non-Stuffed/ Filled Pastas

Fine/Upscale/Gourmet 17.65 16.95Casual Dining 12.43 12.15Family/Midscale 9.92 10.12Fast Casual 7.43 6.12Quick Service Restaurant 7.00 5.98Total Sample 13.28 11.54

*Mintel 2009

THE "PLAN"…..

HOW:How to Sell it

Compete against the larger National Chains– rotationally or periodically introduce these new featured items and promote internally to get customers in the door

Turnkey Solution – use our ideas and materials

Piecemeal Turnkey – use our products and pairing suggestions, your sauce –customize materials*Special menu symbol to denote inspiration

HOW:Where to Sell it

Italian Casual Dining American Casual DiningCasual / Upscale Bars – late night menu, bar menu,

appetizerRegional Chains – present concept, make it their ownCollege and University – kiosks, themed daysBusiness and Industry – themed days

– SELL TIP #5:• These items are very versatile – can be used

not just for entrees but for, cold salads, small plates, bar menus – great with wine happy hours!

SELL TIP SUMMARY SELL TIP #1:

• When selling - Always lead with “Flavors of Italy” PortfolioThis will ensure that the initial thought and throughout sell opportunity is of the PORTFOLIO of items, not just one or two items

SELL TIP #2:• Continually push the LTO concept –

– Great way to induce trial, attract new customers, excite current customers and create a sense of urgency to purchase with the Limited Menu time

SELL TIP #3:• Show product in the following order: Giant Tort, Tuscan Veg,

Sicilian Sausage SELL TIP #4:

• These are very conservative at $9.99…point out that Gourmet pasta generally menus upwards of $13-$15 per plate

SELL TIP #5:• These items are very versatile – can be used not just for entrees

but for small plates, bar menus – great with wine happy hours

PROMOTIONAL SUPPORTI. BROCHURE II. BOGOIII. MERCHANDISINGIV. RECIPES V. Branded PACKAGING

VI. NEW WEB PAGE: www.bernardifoods.com of Italy

PROMOTIONAL SUPPORT

Specialty Pasta

Cheese Lasagna Sandwiches

FEATURES Savory cheese filling layered between

two sheets of wheat pasta Pasta is made with enriched semolina A three cheese filling of ricotta,

mozzarella, and Romano Filling is a savory blend of cheeses and

spice

BENEFITS Versatile - Great for individual lasagna

served with operators special sauce or unique signature recipes

Can be served plain with sauce or upscale with eggplant, salmon, or other protein

Ready to cook - saves time and labor

Code #: 77071Pack: 1/50 ct. bulkPiece Size: 3.50 oz.Pieces per case*: 50Price per piece*: $0.72


Q2 ITALIAN PROMOTION

Category:Italian PromotionOffer: 2-Tier Sales PromotionTimeline: April-June 2012Maximum: $2,500 Minimum: $0 Details: Tier 1-Achieve Gourmet Pasta or Total Pasta Goal (all brands) and receive an ipad

Tier 2-Achieve your second goal either Gourmet Pasta Budget or Total Pasta Budget goal and receive $2,000

Total Promotion payout potential $2,500 per broker (i-pad plus $2k for achieving both goals)

Q2 ITALIAN PROMOTION

Category Bernardi, Posada & Fred's

Offer: Buy One Get One Free

Timeline: July 1, 2011 - June 30, 2012

Maximum: $100

Minimum:Must purchase 2 cases minimum to qualify*

Details: Only the products listed below qualify

This promotion is valid for new customers only

See the BOGO for more details

SKU's:70783 Italian Sausage w/Confetti Pasta Triangle Ravioli 0251885 Chicken Nacho Bite

70788 Tuscan Style Roasted Veg w/Confetti Ravioli 0252920 Spicy Steak & Cheese Mini Taco

74642 Naples Margherita Pizza Sytle Tortelloni

0292520 Blazin' Fire Rings

1780265 Chile Relleno

gourmet ravioli training. pasta category windsor foods is the largest manufacturer of frozen filled...

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