february 2012

February 2012

Prepared by:

Barbecue

July 2012

http://www.technomic.com/

Table of Contents

Introduction and Executive Summary.……………………………………………………………………………………………………..3

Methodology…………………………………………………………………………………………………………………………………………… 8Barbecue as a Sauce/Flavor…………………………………………………………………………………………………………............ 10Barbecue Sauce Flavors…………………………………………………………………………………………................................. 17Barbecue as a Preparation Method………………………………………………………………………………………………………..26 Wood Flavors on the Menu…………………………………………………………………………………….................................. 33Barbecue Pricing…………………………………………………………………………………………............................................. 37Side Dishes at Barbecue Concepts……………………………………………………………………………………………………….. 42Barbecue Limited-Time Offers………………………………………………………………………………………………………………. 47Barbecue Chain Profiles…………………………………………………………………………………………………………………………. 55Emerging Barbecue Concepts………………………………………………………………………………………………………………… 66Barbecue-Related Consumer Sentiments Among Top 100 Chains………………………………………………………….. 77Consumer Preferences for Barbecue Sauces..……………………………………………………………………………………….. 81Consumer Preferences for Barbecue Preparations………………………………………………………………………………… 88

3

Introduction and Executive Summary

Introduction

Barbecue remains trendy across the foodservice industry. From innovative independents like the Kogi Taco truck to national chains like Famous Dave’s, barbecue can help drive serious profits. Barbecue can be a tricky topic to investigate, given its dual definition as a sauce and/or preparation method and its continually evolving flavor profiles.

Technomic’s Category Close-Up: Barbecue report utilizes a variety of tools to help industry executives stay on top of trends in barbecue. This report draws heavily on Technomic’s MenuMonitor trend-tracking tool, through which the barbecue category is analyzed from two distinct perspectives: as a sauce and as a preparation method.

To help supplement the menu data, the Category Close-Up: Barbecue report also features consumer data, detailing consumers’ flavor and preparation preferences, as well as their perceptions of barbecue at the 100 largest U.S. chains. Finally, this report also includes 20 in-depth chain profiles, covering the 10 largest barbecue chains as well as 10 regional chains to watch.

4

Key Findings

5

→The total number of operators menuing barbecue sauces/flavors increased slightly between 2011 and 2012.

→While overall incidence of barbecue preparations is up, the total number of operators menuing barbecue preparations fell between 2011 and 2012.

→The top three types of entrées menued with barbecue sauce are sandwiches, burgers and chicken entrées.

→Barbecue sauces on today’s menus are trending toward spicy flavors, while sweeter sauces are on the decline.

→A large majority of barbecue sauce menu mentions have no additional flavor description, indicating opportunity for more refined barbecue flavors.

→Among flavored barbecue sauces, spicy/pepper and adult beverage-infused sauces posted significant gains over the past year.

Key Findings

6

→Within global barbecue sauce flavors, Asian-inspired sauces dominate over other ethnic-cuisine variants.

→Smoked preparations for barbecue items are on the upswing on top U.S. menus in 2012.

→Led by hickory and applewood, the incidence of wood flavors has increased on Top 500 U.S. menus in 2012. Applewood flavors in particular gained significant ground.

→Among items with a barbecue preparation, pork products continue to lead in 2012, while barbecue chicken and barbecue beef have both grown quickly over the past year.

→Barbecue pulled chicken and barbecue beef brisket posted some of the largest gains in 2012 among items with a barbecue preparation method.

→The incidence of available side dishes at barbecue concepts increased notably since 2011, suggesting added breadth on barbecue menus.

Key Findings

7

→Except for at quick-service concepts, the average price for entrées featuring barbecue sauce has increased in all segments over the past year. The largest increase came at midscale chains.

→Over the past 12 months, barbecue limited-time offers spiked during the summer months and waned during the winter months. This is likely an annual trend.

→The top 10 U.S. barbecue chains experienced mixed results between 2010 and 2011, with six chains posting sales increases and four chains reporting sales decreases.

→Among barbecue items featured as LTOs, chicken is the most commonly promoted protein.

→Kansas City-, Texas- and Memphis-style barbecue sauces are the top three sauce preferences for consumers.

→Consumers report barbecue as their preferred preparation method for pork above other proteins.

8

Methodology

• Menu Data: All menu data was pulled from Technomic’s MenuMonitor database, a menu trend-tracking tool covers more than 1,000 U.S. menus. For this report, menus from the Top 500 chains, emerging/regional chains and top independent operators were utilized.

— Data was analyzed from two time periods: Jan-Mar 2012 and Jan-Jun 2011. Across these two time periods, there were 960 chains and independents in common.

• Data Analysis: When looking at menu data, barbecue items were divided into two categories: barbecue as a sauce/flavor and barbecue as a preparation method. Items were grouped based only on the menu description. Some menu items could fall into both categories.

— For example, a menu item described as chipotle barbecue chicken would have been placed in the sauce bucket (the chipotle barbecue refers to a sauce on the chicken), while a slow-smoked barbecue chicken served with barbecue sauce would have counted in both buckets (slow-smoked is a preparation method and the barbecue sauce is a sauce).

• Industry Data: All individual chain data was pulled from Technomic’s Digital Resource Library. This database includes financials, news, contacts, unit locations and more for 1,000 U.S. restaurant chains as well as several other sectors and countries.

• Consumer Data: All consumer data was analyzed from two sources: Technomic’s Consumer Restaurant Brand Metrics program and Consumer Trend Reports.

— Consumer Restaurant Brand Metrics tracks consumer sentiments for more than 55 specific attributes across the top 100 U.S. restaurant chains.

— Consumer Trend Reports include trends in flavor, proteins and general foodservice usage based on responses from 1,500 consumers per report. For reports analyzed here, consumers were polled in early to mid-2011. 9

Methodology

10Powered by:

Barbecue as a Sauce/Flavor

More Than 57% of all Operators Menu Barbecue as a Sauce/Flavor, and Total Barbecue Sauce Incidence is up 5% Over Last Year

11Powered by:

Casual Dining46%

Fast Casual11%

Fine Din-ing7%

Midscal

e11%

Quick Service26%

Operators Menuing Barbecue Sauces/Flavors, by Segment

Operators Menuing Total Incidence

539

2316

555

2436

Jan-Jun 2011 Jan-Mar 2012

Use of Barbecue as a Sauce/Flavor

Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsSource: MenuMonitor; Technomic

Overall

Midscale

Casual Dining

Fast Casual

Quick Service

Fine Dining

57.8%

82.2%

75.8%

48.8%

48.0%

29.4%

% of Operators Menuing Barbecue as a Sauce/Flavor, By Segment

12

Overall

Next 250 Chains

Emerging Chains

Top 250 Chains

Top Independents

57.8%

63.3%

61.3%

60.4%

36.5%

% of Operators Menuing Barbecue as a Sauce/Flavor, By Classification

Powered by:

Midscale and Casual-Dining Operators Most Likely to Offer at Least One Barbecue-Flavored Dish


OverallBarbecue

PizzaVaried MenuFamily Style

Family CasualSteak

BurgerOther Sandwich

Asian/NoodleChicken

ItalianFine Dining

SeafoodMexican

Bakery-CafeOther

Coffee CafeFrozen Dessert

57.8%100.0%

87.5%86.9%

80.8%68.2%

63.9%63.4%

53.0%48.1%

46.7%42.4%

41.5%40.0%39.4%39.1%

37.0%9.1%

3.8%

% of Operators Menuing Barbecue as a Sauce/Flavor, by Concept Type

13Powered by: Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsNote: No Bagel, French or Other Beverage concepts menu barbecue sauces/flavors.Source: MenuMonitor; Technomic

Barbecue at Pizza Concepts Largely Driven by Barbecue Chicken Pizza and Barbecue-Flavored Wings

Entrée/Main Dish

Appetizer/Starter

Kids' Menu

Side/Extra

Add-on

All Other

1771

411

99

87

61

7

1692

415

90

63

48

8

Jan-Jun 2011Jan-Mar 2012

14

Barbecue Sauce/Flavor Growth by Mealpart

Powered by:

Barbecue Sauce/Flavors Have Grown Fastest in the Side and Add-on Mealparts


Sandwich

Burgers

Chicken Dish

Pork Dish

Pizza

Mixed Grill

Salad Main Dish

Beef Dish

Combo Plates

Mexican

Fish Dish

Sushi/Sashimi/Nigiri

Shellfish Dish

Other Protein Dish

All Other

382

254

247

202

181

150

98

82

47

32

21

19

17

14

25

368

224

244

212

176

144

105

68

30

28

24

16

19

12

22


15

Top Entrées with Barbecue Sauce/Flavor

Powered by:

Barbecue Sauce Most Commonly Found on Sandwiches and Burgers, While it Continues to Grow on Pizza and Mixed Grill Dishes


Chicken

Pork/Sausage

Beef

Build Your Own Dish/Combo

Veggie/Tofu/No Protein

Shellfish

Fish

Turkey

Bison/Buffalo

Dipping Sauce¹/Other/Unspecified

1065

507

478

180

54

52

44

27

7

137

1064

524

427

126

50

51

47

27

3

120


16

Top Proteins Menued with Barbecue Sauce/Flavor

Powered by:

Chicken Leads Among All Proteins Menued with Barbecue Sauces/Flavors but its Growth Lags That of Other Proteins

¹Barbecue as a dipping sauce refers to dishes with multiple proteins and multiple dipping sauce options. Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsSource: MenuMonitor; Technomic

17Powered by:

Barbecue Sauce Flavors

Plain/No Additional Flavor Noted

Spicy/Pepper Infused

Special/House Sauce

Smoke/Wood Flavor

Sweet/Honey

Adult-Beverage Infused

Mustard/Tangy

Regional U.S.

Global

Barbecue Buzzword¹

Creamy-Base²

Other³

Fruit

Brand Name

1341

197

183

178

153

80

79

77

51

53

49

32

30

29

1279

179

188

176

170

66

79

69

59

46

46

23

29

21


Menu Incidence of Barbecue Sauces, by Sauce Type

18Powered by:

Spicy Flavors Growing as Sweeter Barbecue Variants Decline

¹BBQ Buzzword sauces have non-descript flavor modifiers such as “bold” or “zesty.”²Creamy-based includes items like barbecue-ranch or barbecue Caesar sauces/dressings. ³Other includes items such as garlic, tomato/smoked tomato and buffalo barbecue sauce.Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsSource: MenuMonitor; Technomic

Spicy/Hot

Chipotle

Jalapeno

Honey Chipotle

Sweet & Spicy

Hot Honey

All Other

71

60

25

19

8

7

7

66

51

29

13

10

2

8Jan-Jun 2011Jan-Mar 2012

McDonald's; Chicken Snack Wrap - Grilled or Crispy: Chipotle BBQ, Honey Mustard or Ranch. $1.59

Naked Fish; Latin Style Ribs - Full Rack, Slowly Roasted & Basted With Habanero Spiked BBQ Sauce. $25.95

Qdoba Mexican Grill; Ancho Chile BBQ Burrito - Our Slightly Sweet, Mole-inspired Barbeque Sauce with Spicy Chiles, Hickory and Smoky Mesquite. Choice of Pulled Pork, Grilled Chicken, Steak, Shredded Beef, Ground Sirloin, Vegetarian. $7.69

Cafe Brazil; Barbecue Salmon - Grilled Salmon on a Bed of Spinach Topped with Our Jalapeno BBQ Sauce and Pico De Gallo, Served with Fried Sweet Potatoes and Steamed Broccoli. $10.99

19

Types of Spicy/Pepper Barbecue Sauces

Powered by:

Chipotle-Flavored Barbecue Sauces Driving Growth of Spicy/Hot Category


Hickory-Flavored Barbecue Sauces Rising as Nondescript “Smoky” Sauces Decline

Hickory

Smoky

Mesquite

Sweet & Smoky

131

28

11

8

118

38

13

7 Jan-Jun 2011Jan-Mar 2012

SONIC Drive-Ins; Blazin' BBQ - Crispy Jalapeno Strips, Jalapeno Slices, Bacon, Pepper Jack Cheese, Lettuce, Tomato, Hickory BBQ and Sweet and Spicy Habanero Sauces. $3.89

Quaker Steak & Lube; Southwest BBQ Chicken Flatbread - Hickory Smoked BBQ Sauce Topped with Chipotle BBQ Coated Chicken, Cheddar-Jack, Red Onion, Fresh Tomato and Cilantro to Finish. $7.99

Palm Restaurant; Bozzi Burger - Aged Gouda, Smoky Barbecue Sauce and Crispy Fried Onions. Palm "USDA Prime" SteakBurgers to Rival Palm Steaks! $17.90

Claim Jumper; Hickory BBQ Burger - Brushed with Mesquite BBQ Sauce, Topped with Smoked Bacon, Smoked Gouda and Thousand Island Dressing. $11.29

20

Types of Smoke/Wood Barbecue Sauces

Powered by:Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsSource: MenuMonitor; Technomic

Decline of Honey Barbecue Sauce Driving Overall Decline of Sweet-Flavored Barbecue Sauces

Honey

Sweet

All Other

103

44

6

125

39


Lazy Dog Cafe; BBQ Baby Back Pork Ribs - Molasses BBQ Sauce, Mashed Potatoes, Chilled Sweet Corn & Black Bean Succotash Salad. $19.50

The Greene Turtle Sports Bar & Grille; Pulled Pork Sliders - Tender, Double-rubbed Pulled Pork with Your Choice of Smoky BBQ or Honey BBQ. $7.99

Ram's Horn; Cowboy Round - Topped with Bacon, Grilled Onion, Cheddar Cheese and Our Sweet BBQ Sauce. Served with Crisp Fries. $7.99

Golden Rule Bar-B-Q & Grill; Hickory Smoked Chicken Sandwich - Hand Pulled Chicken Served on a Hot Bun and Topped With Our Original or Sweet BBQ Sauce. $3.99

21

Types of Sweet/Honey Barbecue Sauces


Bourbon/Whiskey

Guinness/Stout

Jack Daniel's

Brown Ale

Marzen

Porter

Shiner Bock

Other

26

19

18

5

4

2

2

4

19

17

13

6

4

3

2


Brother Jimmy's BBQ; Press'd Bourbon BBQ Brisket Sandwich - With Bourbon BBQ Sauce, Gouda & Onion Straws Pressed on Texas Toast. With One Side and Pickles. $10.75

Fado Irish Pub & Restaurant; Guinness BBQ Chicken Sandwich - Grilled Chicken Breast Basted With Guinness BBQ Sauce and Topped with Bacon, Melted Cheddar Cheese, Lettuce, Tomato and Onion. $9.95

T.G.I. Friday's; Jack Daniel's Pulled Pork - Slow-cooked Pork Tossed in Our Barbecue Sauce, Basted with Jack Daniel's Glaze and Topped with Onion Rings. Piled on a Toasted Bun And Served with Fries. $9.49

Yard House; BBQ Bacon Cheddar - Applewood Smoked Bacon, Rum BBQ Sauce & Roasted Garlic Aïoli. $11.45

22

Types of Adult-Beverage Infused Barbecue Sauces

Powered by:

Whiskey/Bourbon/Jack Daniel’s Flavors Grow Quickly Among Barbecue Sauces


Tangy Barbecue Sauces Holding Ground over Previous Year

Tangy

Sweet & Tangy

Mustard/Honey Mustard

60

14

5

60

15


Coastal Flats; Low Country Baby Back Ribs - Hickory Smoked, Mustard BBQ with Fries and Cole Slaw. $20.00

Planet Hollywood; BBQ Pulled Pork - Tender Smoked Pork in Our Own Tangy Sweet Barbeque Sauce Topped with Creamy Coleslaw and Served on a Home-style Bun. Served with French Fries. $12.99

Carl's Jr.; The Western Bacon Six Dollar Burger - Charbroiled 100% Angus Beef Patty, Bacon, American Cheese, Crispy Onion Rings and Tangy BBQ Sauce on a Toasted Sesame Seed Bun. $5.59

Ninety Nine Restaurants; Gold Fever Wings - A Ninety Nine Fan Favorite. Sweet and Tangy, Tossed in a Honey Mustard BBQ Sauce. $8.29

23

Types of Tangy/Mustard Barbecue Sauces


Carolina-Style Barbecue Sauces Growing on Chain Menus

Carolina

Memphis

Hawaiian

Texas

Kansas CityBayou/

Creole/New OrleansSouthern

Southwestern

29

22

6

6

5

4

3

2

16

23

3

6

4

8

8


Buffalo's Cafe; Baby Back Ribs - Slow Roasted Pork Ribs, Glazed with Your Choice of Traditional, Sweet Bourbon or Carolina Fire BBQ Sauce. $19.99

Smokey Bones Bar & Fire Grill; Loaded BBQ Burger - 1/2 Lb. Memphis-Spiced Burger, Fire-Grilled to Your Fancy, Topped with Melted Cheddar, Crispy Onion Rings and a Pile of Pulled Pork, All Smothered in KC BBQ Sauce on a Toasted Burger Bun. $8.99

Sticky Fingers; Barbecue Chicken Sandwich - A Grilled Chicken Breast Prepared With Memphis Original Barbecue Sauce. Topped With Lettuce And Tomato And Served On A Toasted Bun. $8.49

Blue Moon Mexican Cafe; Pizza On The Q - Grilled Chicken Tossed in Our Famous Texas BBQ Sauce with Refried Beans, Fried Onion Strips and Cheese, and Topped with a Smoked Gouda Cheese Blend. $10.95

24

Types of Regional U.S. Barbecue Sauces


Korean

Asian

Mojo

Thai

Teriyaki

Caribbean/Tropical/Jerk

Chinese

Hoisin

Cuban

Other

10

8

7

7

6

4

3

2

1

4

8

11

9

7

6

6

2

3

4


Stir Crazy Fresh Asian Grill; Char-Grilled Shrimp - Fire-Roasted Zucchini, Yellow Squash, Red Onions and Red Peppers Lightly Tossed in Our Thai BBQ Sauce and Served on a Bed of Brown Rice. $14.00

Mesa Grill; Sixteen Spice Chicken - Tamarind Barbeque Sauce and Red Cabbage-Jicama Slaw. $29.00

The Continental Midtown; Korean Pork Tacos - Berkshire Farms Pork with Korean BBQ Sauce. $8.50

ZED451; Asian Pork Belly - Braised Dutch Pork Belly Served with a Hoisin BBQ Sauce. $48.00

25

Types of Global Barbecue Sauces

Powered by:

Asian Flavors Dominant Among Global Barbecue Sauce Flavors


26Powered by:

Barbecue as a Preparation Method

Casual Dining71%

Midscale7%

Fine

Dining8%

Fast

Ca-sua

l10%

Quick Service

4%

Incidence of Items with Barbecue Preparation Method By Segment

27Powered by:


164

366

156

402


Use of Barbecue as a Preparation Method

Total Incidence of Barbecue as a Preparation Method up Even as Total Number of Operators Menuing Falls


Smoked

Roasted

Barbecued

Slow Cooked

Basted

Grilled¹

Charbroiled/Chargrilled

Fire/Flame Cooked

Rotisserie

Braised

206

62

49

47

42

37

26

9

8

5

192

62

40

45

33

45

20

8

5

3


28

Top Preparation Methods for Barbecue Items

Powered by:

Smoked Items Lead—and Show Growth—Among Barbecue Preparation Methods Menued

¹Grilled only refers to items with a barbecue-related preparation (i.e. wood-grilled, smoked then grilled, etc.). This does not refer to all “grilled” items topped with a barbecue sauce.Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsSource: MenuMonitor; Technomic

Pork

Chicken

Beef

Turkey

Other

Fish

233

122

74

30

15

11

217

93

58

29

16

14


29

Number of Dishes with Barbecued Items, by Protein Type

Powered by:

Barbecued Pork Products Lead the Category, but Chicken and Beef Growing Quickly


Ribs Driving Growth of Barbecued Pork Items

Baby Back Ribs

Pulled Pork

Pork Ribs

Unspecified/General Pork

Hot Link/Sausage

St. Louis Ribs

Ham

Spare Rib

Pork Shoulder

Pork Chop

Other Pork

61

56

49

30

25

23

14

11

4

3

2

60

50

39

30

26

18

13

6

4

3

1


30

Total Incidence of Barbecued Pork Items, by Type of Pork


Pulled Chicken Posts Big Gain in Past Year

General/Unspecified Chicken

1/2 Chicken

Pulled Chicken

Chicken Breast

1/4 Chicken

Chicken Wings

Other Chicken Cuts/Parts

29

26

24

20

10

7

8

24

22

14

17

8

8

4


31

Total Incidence of Barbecued Chicken Items, by Type of Chicken


Brisket Spurs Growth of Barbecued Beef

Brisket

Unspecified/General Beef

Beef Ribs

Tri-Tip

Meatloaf

Other Beef

48

9

9

8

3

1

38

5

7

8

2

1


32

Total Incidence of Barbecued Beef Items, by Type of Beef


33Powered by:

Wood Flavors on the Menu


237

951

255

1032

Wood Flavors on Menus*


Casual Dining56%

Midscale13%

Fine Dining12%

Fast

Ca-sua

l11%

Quick Service7%

Operators Menuing, by Segment

34Powered by:

Operators Calling out More Flavors Associated with Smoking Woods

* Note: Data shows menu mentions of all wood flavors. These flavors may or may not be used in the actual cooking process (i.e. hickory-smoked and hickory sauce are both included in the above analysis).Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsSource: MenuMonitor; Technomic

Applewood Nearly Overtakes Hickory as Most Commonly Menued Wood Flavor

Hickory

Applewood

Mesquite

Oak

516

482

332

34

486

432

317

37

Incidence of Woods Flavors on Menus

35

Hickory

Applewood

Mesquite

Oak

133

131

51

15

131

115

49

16

Operators Menuing Wood Flavors



Wood Flavors Popular Across Multiple Concept Types

OverallBarbecue

Varied MenuFamily StyleBakery-Cafe

SteakSeafood

Fine DiningItalianBurger

ChickenFrench

Other SandwichOther

MexicanPizza

Coffee CafeAsian/Noodle

26.5%85.7%

50.0%46.2%

39.1%36.1%

35.4%31.7%

27.1%24.4%

20.0%16.7%16.7%

11.1%7.6%

5.7%4.5%

1.9%

% of Concepts Menuing Wood Flavors, by Concept Type

36Powered by: Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsNote: No Bagel, Family Casual, Frozen Dessert or Other Beverage concepts menu wood flavors.Source: MenuMonitor; Technomic

Powered by:

Barbecue Pricing

37

Overall

Fine Dining

Casual Dining

Midscale

Fast Casual

Quick Service

$12.70

$22.53

$13.61

$12.42

$12.36

$8.87

$12.53

$20.62

$13.46

$11.00

$11.73

$9.37Jan-Jun 2011Jan-Mar 2012

38

Average Entrée Price for Entrées with a Barbecue Sauce, by Segment

Powered by:

Entrées with a Barbecue Sauce Show an Increase in Average Menu Price in All Segments Except Quick Service


Overall

Casual Dining

Midscale

Fast Casual

$14.45

$15.42

$10.44

$9.94

$13.90

$14.65

$11.09

$9.37


39

Average Entrée Price for Entrées with a Barbecue Preparation, by Segment

Powered by:

Entrées with a Barbecue Preparation Gain in Average Menu Price Overall, Though not for All Segments

Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsNote: * Fine Dining and Quick Service excluded due to limited number of menu items described with a barbecue preparation. Source: MenuMonitor; Technomic

The Grill on the Alley; Cedar Plank Atlantic Salmon—With BBQ Citrus Glaze or Simply Grilled on Request. Fresh Fish Delivered Daily, Filleted in House. $33.75

Houston's; Barbecue Pork Ribs—Slow-Cooked, Fall-off-the-Bone Pork Ribs with Hand-cut Fries and Coleslaw. $28.00

Abe & Louie's; Steak House Beef Ribs—The “Knife and Fork" Variety - Lean and Tender, Barbecued Perfectly, Accompanied by Onion Strings. $27.00

Trader Vic's; BBQ Sea Scallops—Tamarind Glazed, Fingerling Coins, Cucumber, Carrot Salad. $27.00

Lucille's Smokehouse Bar-B-Que; Baby Back Ribs—The Tenderest, Meatiest Little Pork Ribs, Slow-cooked with Sweet Hickory Smoke, Then Grilled and Basted with Our Special BBQ Sauce. Our BBQ is Slowly Smoked with Hickory Wood to Give Our Meats What We Feel is the Best BBQ Flavor Around. $26.99

Kincaid’s; Chili-Smoked Tiger Prawns—Bacon-Cheese Grits, Barbecue Hollandaise Sauce. $26.95

Asia de Cuba; Cuban BBQ Chicken—Thai Coconut Sticky Rice and Avocado Cilantro Fruit Salsa, Tamarind Sauce. $26.00

40Powered by:

Examples of Highest-Priced Barbecue Items(Prep and/or Sauce)


http://www.abeandlouies.com/

Examples of Least-Expensive Barbecue Items (Prep and/or Sauce)

Gandolfo's New York Delicatessen; Bronx Barbecue Roast Beef Sandwich—Roast Beef, Cheddar, Tomato, Pickles, Onion, BBQ Sauce, Butter, Mayo - Hot. On a Hero Roll. $4.79

Dickey's Barbecue Pit; The Big Barbecue Sandwich—All Sandwiches Dressed with Pickles, Onions and Barbecue Sauce. $5.00

RedBrick Pizza; Barbecue Chicken Fhazani—Mozzarella, Red Onions, BBQ Sauce, Fresh Chilled Greens, Barbecue Dressing. $6.95

Sticky Fingers; Barbecue Sandwich—Our Tender, Hickory-smoked Pulled Pork, Pulled Chicken or Beef Brisket Piled High And Topped with Our Memphis Original or Carolina Classic Barbecue Sauce. Served on a Toasted Bun. $6.99

Rice Garden Fresh Chinese; Master Fung's Barbecued Chicken—Our BBQ Chicken Is Made with Master Fung's Secret Blend of Seasonings. We Start with Fresh Chicken and Then Slowly BBQ it Until it's Perfectly Moist on the Inside. $7.10

Energy Kitchen; Barbecue Turkey Burger—Turkey Burger Topped with Turkey Bacon, American Cheese and Chipotle Barbecue Sauce. $7.49

41Powered by:Base: 960 menus among the Top 500 and Emerging Chains and Top Independent OperatorsSource: MenuMonitor; Technomic

42Powered by:

Side Dishes at Barbecue Concepts


309

350

Total Number of Sides at Barbecue Concepts

Side Facts & Figures in Jan-Mar 2012

Average Sides per Barbecue Chain 12.5

Median Number of Sides 11.5

Overall Average Price $2.72

Median Average Price $2.40

43Powered by:

Total Menu Incidence of Sides at Barbecue Concepts Grew by 13% Over the Past Year

Base: 28 Barbecue Concept menus among the Top 500 and Emerging Chains and Top Independent OperatorsSource: MenuMonitor; Technomic

Coleslaw

French Fries

Baked Beans

Potato Salad

Macaroni & Cheese

Baked Potato

Corn

Green Beans

Greens

Fried Okra

96%

89%

86%

75%

68%

68%

61%

46%

39%

36%

89%

89%

86%

79%

54%

61%

61%

54%

32%

21%


44

Top 10 Most Common Sides at Barbecue Concepts, by % of Barbecue Operators Menuing

Powered by:

Mac and Cheese and Fried Okra Growing Quickly Among Barbecue Chains


Onion Rings

Mashed Potatoes

Sweet Potato Fries

Sweet Potato

Apple

Broccoli

Other Beans

Potato Chips

Garlic Bread

Mixed Vegetables

29%

29%

25%

25%

25%

21%

14%

14%

14%

14%

21%

29%

25%

25%

21%

18%

11%

11%

14%

11%


45

Next 10 Most Common Sides at Barbecue Concepts, by % of Barbecue Operators Menuing

Powered by:

Although Fries and Potato Salad are Popular at Barbecue Concepts, Other Types of Potatoes Still Fighting for Share


Examples of Sides at Barbecue Concepts

Armadillo Willy's; Garlic Parmesan Fries—With Fresh Garlic, Parmesan, Parsley & Your Choice of Dipping Sauce. $3.00

Bandana's Bar-B-Q; Green Beans— Lightly Seasoned with Celery Salt, White Pepper and Pieces of Onion. $1.99

Famous Dave's; Dave's Cheesy Mac & Cheese—Our Home-style Version Blended with Four Cheeses, Corn and Jalapeno Kick. $2.29

Fiorella's Jack Stack Barbecue; Cheesy Corn Bake—A Casserole Dish Filled with Our Smoked Ham and Cheeses. $3.25

Jim 'N Nick's Bar-B-Q; Not So Naked Potato—Loaded with Smoked Bacon, Butter, Sour Cream & Cheddar. $4.49

Red Hot & Blue; Jumbo Sweet Potato—Served with Home-style Cinnamon Butter. $3.99

Wood Ranch BBQ & Grill; Sweet Potato Fries—Signature Side with Chipotle Ranch Dressing. $4.95

46Powered by:

Source: MenuMonitor; Technomic

47Powered by:

Barbecue Limited-Time Offers

Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12

26

19

9 9 10

18

6

11 11

97

11

Barbecue* LTOs at Top 250 ChainsJune 2011 – May 2012

Monthly Average: 12.2

48Powered by:

Unsurprisingly, Barbecue* LTOs Peak in the Summer and Wane in the Winter

* Includes both barbecue as a preparation method and as a sauce.Source: MenuMonitor; Technomic

Chicken

Beef

Pork

Mixed Grill

Seafood

Other

49

32

26

19

14

6

Types of BBQ LTOs Among Top 250 Chains June 2011- May 2012

Powered by:

Most of the Barbecue LTOs over the Past Year Have Been for Barbecue Chicken, Followed by Beef


49

Chains Offering This Type of Promotion June 2011-May 2012:

Powered by:

Examples:

Charley's Grilled Subs; Spicy Asian BBQ Chicken (May 2012)

Cracker Barrel Old Country Store; Summer Menu; Kansas City BBQ Chicken (June 2011)

Popeye’s Louisiana Kitchen; Introducing Louisiana Leaux; Naked BBQ Chicken Po' Boy - 340 calories (June 2011)

50

Barbecue Chicken Promotions


Chains Offering This Type of PromotionJune 2011-May 2012:

Powered by:

Examples:

Huddle House; Chophouse Burgers; BBQ Bacon Burger (September 2011)

California Pizza Kitchen; New Items; Korean BBQ Steak Tacos (August 2011)

Cracker Barrel Old Country Store; Summer Menu; Texas Beef Brisket (June 2011)

51

Barbecue Beef Promotions



Powered by:

Examples:

Chevys Fresh Mex; All New! Cajun-Mex Border Style BBQ; Mesquite Grilled BBQ Ribs (July 2011)

El Chico Café; Fajitas & Grill; Chipotle BBQ Ribs (July 2011)

Quiznos; The New Southern BBQ Pulled Pork (June 2011)

52

Barbecue Pork Promotions



Powered by:

Examples:

Red Lobster; Wood-Grilled Shrimp with BBQ Glaze (April 2012)

Fleming's Prime Steakhouse & Wine Bar; "5 for $6 til 7"; Wicked Cajun Barbecue Shrimp (October 2011)

Ruby Tuesday; Mixed Grill Favorites. Kick Start Summer with "Mmm"; Asian Barbecue Salmon & Jumbo Shrimp Skewer (June 2011)

53

Barbecue Seafood Promotions



Powered by:

Examples:

Carrows Restaurants; Celebrate Summer with Carrows Craveable Feasts; Feisty BBQ Platter (July 2011)

Logan's Roadhouse; Steak Combos; 8 oz. Mesquite Wood-Grilled Sirloin Paired with BBQ Chicken (July 2011)

Outback Steakhouse; Summer of Fresh Flavors; BBQ Mixed Grill (June 2011)

54

Barbecue Mixed Grill Promotions


Top Concepts Based on Total Systemwide Sales

55Powered by:

Barbecue Chain Profiles

COMPETITORSLucille’s

Smokehouse Smokey Bones Bandana’s Bar-B-QFiorella’s Jack Stack Red Hot & BlueTony Roma’sWood Ranch BBQ

BACKGROUND Famous Dave's specializes in Southern-style barbecue fare for lunch and dinner. The menu offers appetizers, homemade soups, salads, combos, ribs, sandwiches, chicken, burgers, lunch specials, sides and desserts. Appetizers include chicken tenders, chili-roasted corn fritters, fried onion strings, rib tips and wings. Its signature item is its St. Louis-style hickory-smoked spare ribs with a choice of five barbecue sauces. Entrees feature beef brisket, barbecue chicken and grilled salmon. Other menu offerings include pulled pork, beer-battered cod, country-roasted chicken and a variety of burgers, sandwiches, soups and salads. Sides include coleslaw, fries, mashed potatoes, baked apples and baked beans. Pecan pie, bread pudding and ice cream are featured for dessert. A kids' menu is available. The menu also offers family-style to-go portions. Beverages include soft drinks, coffee and tea. Beer, wine and cocktails are offered.

UNIT DESCRIPTION:Units are largely freestanding and follow one of three casual formats. The "Northwoods" style lodge averages 4,300–7,200 square feet and seats approximately 150–260 guests. The interior features red-and-white-checked tablecloths, weathered barn-wood walls, a tin ceiling and abundant use of rustic '30s and '40s Americana antiques. The "shack" prototype averages 2,900 square feet and seats up to 60 customers. The “Blues Club” format is approximately 10,500 square feet and seats 250 guests. It features nightly musical entertainment in a Chicago-style blues-club setting.

KEY NUMBERS2011 2010

Sales ($000) $492,105 $471,600Units 187 180Franchise Units 133 128Top 500 Rank 74 75

HQ Location: Minnetonka, MNSegment: Casual DiningCuisine Type: BarbecueOwnership Public: Yes Primary Distributor: Reinhart FoodService

Add-on;

1.4%

Adult Beverage; 64.9%

Ap-pe-

tizer; 4.9%Dessert; 2.1%

Entrée; 16.1%

Kids' Menu; 3.9%

Non-Alcohol Bever-

age; 3.5%

Side; 3.2%

MENU BREAKDOWN

Powered by:

Check Average: $15.38Price Range: $2.29-$22.99

Source: Digital Resource Library; Technomic

FAMOUS DAVE’S LOCATIONS

56

COMPETITORS Dickey’s Barbecue Pit Bill Miller Bar-B-Q Rib Crib BBQ & Grill Bono’s Pit Bar-B-Q Full Moon Bar-B-Que Jim ‘N Nick’s Bar-B-Q Woody’s Bar-B-Q Spring Creek Barbeque

BACKGROUND Sonny's Real Pit Bar-B-Q is a chain of full-service family restaurants that strives to offer authentic Southern-style barbecued chicken, ribs, beef and pork. The atmosphere is relaxed and offers speedy service for customers on the go. Sonny’s also sells a line of proprietary barbecue sauces in retail locations and online. Sonny’s Franchise Company is the privately held parent company. Floyd E. "Sonny" Tillman opened the first Sonny’s in Gainesville, FL, in 1968. In 1977, the restaurant’s first franchised units began operations. The corporation was acquired in 1988 and resold in 1991 to an ownership group headed by Orlando franchisee Robert Yarmuth. It was later renamed Sonny's Franchise Co.

UNIT DESCRIPTION:Units are typically freestanding and average 5,800 square feet with seating for up to 180 guests. Exteriors feature rustic red colors, brick accents and contrasting wood trim. Roofs are typically trimmed with red neon lights. Interiors use earth-tone colors to achieve a rustic, home-style look. Newer units include both booth and chair seating with outdoor patios and full bars. Dine-in, catering and takeout services are available.



HQ Location: Maitland, FLSegment: MidscaleCuisine Type: Barbecue Ownership Public: No Primary Distributor: SYSCO

Add-on;

2.6%Adult Bev-

erage; 3.8%

Appetizer; 6.4%Dessert; 3.8%

Entrée; 38.5%

Kids' Menu; 23.1%

Non-Alco-hol

Bev-erage; 6.4%

Side; 15.4%

MENU BREAKDOWN


Powered by:


SONNY’S REAL PIT BAR-B-Q LOCATIONS

57

COMPETITORS Famous Dave’s Lucille’s Smokehouse Sticky Fingers Bandana’s Bar-B-Q Red Hot & Blue Fiorella’s Jack Stack

BACKGROUND Smokey Bones Bar & Fire Grill is a traditional casual-dining restaurant chain that aims to provide three things: “good food, good drinks and good times.” The chain specializes in traditional hickory-smoked barbecue dishes, including hand-pulled pork platters, steaks, ribs, chicken and sandwiches, all served in an upbeat and family-friendly environment. The chain also highlights a bar area that appeals to sports fans and those looking for a late-night meal in a festive atmosphere. Smokey Bones operator Barbecue Integrated Inc. is an affiliate of private equity firm Sun Capital Partners Inc. Darden Restaurants Inc. opened the first Smokey Bones Barbeque & Grill in Orlando, FL, in 1999. In 2006, Darden experimented with a name change for the concept, which led to the development of Rocky River Grillhouse, a casual mountain-themed restaurant. The test ended in 2007 when Darden closed underperforming restaurants and placed many others up for sale. In a deal that ended early 2008, Sun Capital Partners Inc. acquired the chain through its affiliate Barbecue Integrated Inc. for an estimated $80 million.

UNIT DESCRIPTION:Smokey Bones restaurants are usually freestanding buildings located on a major thoroughfare near a large mall or shopping center on a busy retail corridor. Units average 7,000 square feet with seating for approximately 175 people. Older buildings feature a distinctive lodge-style exterior and interior. Newer restaurants forgo the log-cabin look in favor of a more contemporary design with a prominent bar as the focal point. Other elements, such as high-top tables and flat-screen TVs, are used to create a lively, social atmosphere. Restaurants offer dine-in and takeout for lunch, dinner and late-night dining.


Sales ($000) $175,000 $177,100Total Units 66 67Franchise Units 0 0Top 500 Rank 170 167

HQ Location: OrlandoSegment: Casual DiningCuisine Type: BarbecueOwnership Public: No Primary Distributor: MBM Customized Foodservice Distribution

Add-on; 9.3%


Appetizer; 10.0%

Dessert; 1.3%

Entrée; 29.3%

Kids' Menu; 4.7%

Non-Alcohol Bever-

age; 2.7%

Side; 10.7%MENU BREAKDOWN


SMOKEY BONES BAR & FIRE GRILL LOCATIONS

Powered by:


58

COMPETITORSSonny’s Real Pit Bar-

B-QBill Miller Bar-B-QRib Crib BBQ & GrillRudy’s Country

StorePappas Bar-B-QRib City GrillWoody’s Bar-B-Q

BACKGROUND Dickey’s Barbecue Pit is a chain of midscale barbecue restaurants offering a welcoming atmosphere and traditional fare. The chain boasts its secret family recipes, which include its signature smoked meats and home-style sides. Dickey’s Barbecue Restaurants Inc. is a privately held company. Travis Dickey opened his first Barbecue Pit in Dallas in 1941. The concept was recognized for serving barbecue beef, ham and sausage on waxed paper. The modest, single-room barbecue counter remained virtually unchanged until 1967, when Dickey’s sons Travis (T.D.) and Roland took over the business. They quickly expanded the concept throughout Dallas and northern Texas, and also began to broaden the menu, which now incorporates a number of proprietary recipes, menu systems and technologies. In 1994, the two brothers began franchising. The chain introduced its fast-casual format in 2008.

UNIT DESCRIPTION: Units are primarily freestanding buildings or endcaps in urban and suburban locations. Full-service stores average 3,000–4,500 square feet and seat approximately 140 patrons. The chain’s newer fast-casual units measure about 1,500 square feet. The chain also operates out of a handful of c-stores. Exteriors present a rustic look and often incorporate brick, wood and metal. Restaurants are bright and spacious with bold colors, wood-paneled walls, wagon-wheel lights and antique decor. The chain’s format emphasizes counter as well as drive-thru service at some newer stores. Catering is also available.



HQ Location: DallasSegment: MidscaleCuisine Type: BarbecueOwnership Public: No Primary Distributor: SYSCO

Add-on; 4.5%

Adult Beverage; 9.1% Ap-

pe-tizer; 4.5%

Dessert; 11.4%

Entrée; 31.8%Kids'

Menu; 6.8%

Non-Alcohol Bever-

age; 4.5%

Side; 27.3%

MENU BREAKDOWN

Check Average: $9.75Price Range: $2.00-$11.00 Powered by:


DICKEY’S BARBECUE PIT LOCATIONS

59

COMPETITORS Famous Dave's Smokey Bones Tony Roma’s Wood Ranch BBQ & Grill Red Hot & Blue Sticky Fingers Bandana's Bar-B-Q Golden Rule Bar-B-Q Corky's Ribs & BBQ

BACKGROUND Lucille’s Smokehouse Bar-B-Que is a traditional casual-dining barbecue chain with a Southern farmhouse atmosphere. Live blues plays every weekend, serving as an homage to the chain’s down-home roots. Smokehouse restaurants are designed to resemble farmhouses with stained-glass windows, brick walls and bold colors of red, green and yellow. Restaurants specialize in slow-smoked meats such as ribs, tri tip, pork, chicken and turkey breast, all of which are flavored with proprietary spice rubs or wet sauces. The chain is privately held by founder Craig Hofman, who founded Lucille’s Smokehouse Bar-B-Que in 1999 in Long Beach, CA. Hofman also owns the Hof’s Hut chain in Southern California. In 2009, Hofman debuted a fast-casual spinoff of the Lucille's concept called Lucille’s Rib Shack offering table service or counter ordering. That unit was converted to a traditional Lucille's about a year later.

UNIT DESCRIPTION:Units are freestanding, range from 2,400 to 5,000 square feet and typically offer outdoor seating. Smokehouse restaurants are designed to resemble farmhouses with stained-glass windows, brick walls and bold colors of red, green and yellow. The decor is often splashed with blues-inspired portraits and original Southern folk art. Each unit has a smoker on-site, which fills the dining room with the scent of slow-smoked barbecue. Gift shops are located inside units. Takeout, catering and delivery services are available in most locations.



HQ Location: Signal Hill, CASegment: Casual DiningCuisine Type: BarbecueOwnership Public: NoPrimary Distributor: Fresh Start Foods

Appetizer; 14.3%

Entrée; 46.0%

Dessert;

4.8%

Side; 11.9%

Non-Alco-holic Bev-

erage; 8.7%

Kid's Menu; 11.9%Add-on; 2.4%

MENU BREAKDOWN


LUCILLE’S SMOKEHOUSE BAR-B-QUE LOCATIONS

Powered by:


60

COMPETITORS Shane’s Rib Shack Ono Hawaiian BBQ Armadillo Willy’s Bar-B-Cutie Whitt’s Barbecue

BACKGROUND L&L Hawaiian Barbecue is a limited-service concept serving up Asian and American dishes with an island flare. Restaurants offer a casual yet upbeat atmosphere where guests can enjoy meals on the go or at a slower pace. The chain specializes in Hawaiian plate lunches, which typically consist of a main entree (usually meat or fish), macaroni salad and two servings of rice. L&L Franchise Systems is a privately held company. Johnson Kam and Eddie Flores Jr. purchased an L&L Drive-Inn, which was then a burger and milkshake concept, in 1976 in Honolulu. Parent company L&L Franchise Systems began franchising the concept in 1988. In 1999, the concept entered California rebranded as L&L Hawaiian Barbecue for the mainland. Since then, the chain has expanded to several states across the country. In 2009, the chain expanded into New Zealand.

UNIT DESCRIPTION:Units are designed to operate in freestanding or inline buildings, or shopping-mall food courts. Locations include a mix of urban and suburban areas with heavy traffic patterns. Restaurants average 1,200–1,500 square feet with seating for up to 30 people. Restaurants are colorful with bright walls and are decked out with surfboards, hula dolls and other Hawaiian-inspired design elements. Restaurants offer dine-in, takeout, drive-thru and catering services.



HQ Location: HonoluluSegment: Quick ServiceCuisine Type: BarbecueOwnership Public: No Primary Distributor: Y. Hata & Co.

Entrée73.6%

Side10.0

%

Appetizer8.2%

Non-Al-

cohol Bev-erage6.4%

Add-on

0.9%Dessert

0.9%

MENU BREAKDOWN

Check Average: $7.95Price Range: $1.50-$9.95 Powered by:


L&L HAWAIIAN BARBECUE LOCATIONS

61

COMPETITORS Famous Dave’s Lucille’s Smokehouse Smokey Bones Bandana’s Bar-B-Q Corky’s Ribs & BBQ Red Hot & Blue Sticky Fingers Wood Ranch BBQ

BACKGROUND Tony Roma’s is a traditional casual-dining chain that is known for its baby back and St. Louis-style ribs, served with a variety of proprietary sauces. The chain boasts a family-friendly and relaxed atmosphere. Along with its signature ribs, the chain also serves an extensive menu of steaks, chicken, burgers and seafood. Tony Roma’s is privately owned by Romacorp Inc. Tony Roma, a former Playboy Club manager, opened his first namesake restaurant in Miami in 1972. Three years later, the concept was purchased by Dallas Cowboys owner Clint Murchison and attorney Jack Peeples. NPC International Inc., the largest franchisee of Pizza Hut, acquired the chain for $20 million in 1993 and spun it off in 1998 to Sentinel Capital Partners. After filing for Chapter 11 bankruptcy protection, Sentinel sold Romacorp to bondholders as part of its restructuring in 2006.

UNIT DESCRIPTION:Units are generally freestanding and vary in size from 3,000 to 13,000 square feet with seating for 120–300 patrons. Newer full-size units range from 4,900 to 5,600 square feet with seating for about 250. Exteriors vary but typically feature red stone or bricks with large windows. Interiors feature soft, modern lighting and dark wood furniture and detailing. A prominent, centrally located bar area offers additional seating. The concept also offers an express prototype, located in airports and shopping malls. Restaurants offer dine-in and carryout service. A number of entrees from the chain’s menu are available as prepackaged frozen meals sold in supermarkets.



HQ Location: DallasSegment: Casual DiningCuisine Type: BarbecueOwnership Public: No Primary Distributor: SYSCO

Add-on2.2%

Adult Beverage31.9%

Ap-pe-tizer6.6%

Dessert3.8%

Entrée35.2%

Kid's Menu3.3% Non-Alcohol Bev-

erage5.5%

Side11.5%

MENU BREAKDOWN


Powered by:


TONY ROMA’S LOCATIONS

62

COMPETITORS Famous Dave’s Smokey Bones Lucille’s

Smokehouse Tony Roma’s Red Hot & Blue Bandana’s Bar-B-Q

BACKGROUND Wood Ranch BBQ & Grill, a barbecue and grill chain, is a contemporary casual-dining concept with a polished, upscale edge and moderate price points. Serving up barbecued beef, pork and chicken as well as seafood, steaks and burgers, Wood Ranch offers an extensive menu for lunch and dinner. The chain appeals primarily to adults with its premium casual dining, stylish decor, high-energy atmosphere, specialty cocktails and all-American fare. The chain is operated by Wood Ranch BBQ & Grill Inc. Eric Anders and Ofer Shemtov opened the first Wood Ranch BBQ & Grill in 1992 in Moorpark, CA. Since then, the partners have opened several additional units throughout Southern California.

UNIT DESCRIPTION:Units are typically freestanding or situated in large endcaps in suburban lifestyle centers. Restaurants comprise an estimated 5,000 square feet and offer seating for up to 260 guests in the dining and bar areas. Each Wood Ranch location is designed to resemble a contemporary Western lodge with modern design elements such as natural slate flooring, high beamed ceilings, warm woods, chrome fixtures and large, comfortable booths and tables. Wood Range offers dine-in, takeaway and catering services.



HQ Location: Agoura Hills, CASegment: Casual DiningCuisine Type: BarbecueOwnership Public: No Primary Distributor: SYSCO

Add-on; 8.8%


Ap-pe-

tizer; 9.3%

Dessert; 2.2%

Entrée; 17.0%

Kid's Menu; 14.8%

Non-Alco-hol

Bev-erage; 3.3%

Side; 8.8%

MENU BREAKDOWN


WOOD RANCH BBQ & GRILL LOCATIONS

Powered by:


63

COMPETITORS Sonny’s Real Pit Bar-B-Q Dickey’s Barbecue Pit Rib Crib BBQ & Grill Bono’s Pit Bar-B-Q Full Moon Bar-B-Que Pappas Bar-B-Q Rib City Grill Spring Creek Barbecue

BACKGROUND Bill Miller Bar-B-Q is a full-service, family-friendly chain that has positioned itself as a serious purveyor of barbecue. Bill Miller Bar-B-Q relies on authentic barbecue dishes served in a relaxed atmosphere. The privately held company owns and operates all of its units and distribution centers. Bill Miller began his restaurant career in 1953 with a small fried chicken-to-go specialty store, which evolved to serve hamburgers and then barbecue. In 1963, Miller opened a second restaurant. The concept has continued to expand throughout Texas, with locations in Austin, Corpus Christi and San Antonio. Through the years, the restaurant has maintained its family ownership. In 1966, Miller entered partial retirement and turned operations over to his three sons and a son-in-law.

UNIT DESCRIPTION:Units are mostly freestanding, averaging 2,500–3,000 square feet. The chain operates on a commissary concept, with a central kitchen, sausage kitchen, bakery, laundry service and warehouse in San Antonio. The ultra-modern commissary kitchen specializes in the barbecue of USDA grade beef, cooked over Hill Country Live Oak fires for approximately 20 hours. The restaurants feature dine-in and carryout services for breakfast, lunch and dinner, plus a catering service that can accommodate 50–10,000 people.



HQ Location: San AntonioSegment: MidscaleCuisine Type: BarbecueOwnership Public: No Primary Distributor: SYSCO

Entrée72.5%

Side13.2%

Dessert5.5%

Non-Alcohol Bever-

age5.5%Ap-

pe-tizer2.2%

Add-on1.1%

MENU BREAKDOWN


Powered by:


BILL MILLER BAR-B-Q LOCATIONS

64

COMPETITORS Sonny’s Real Pit Bar-B-Q Dickey’s Barbecue Pit Bill Miller Bar-B-Q Bono’s Pit Bar-B-Q Full Moon Bar-B-Que Rudy’s Country Store Rib City Grill Woody’s Bar-B-Q

BACKGROUND Rib Crib BBQ & Grill is a midscale chain specializing in barbecue dishes. The slow-cooked barbecue fare is served in a Western-style atmosphere. The concept is family-friendly and appeals to a wide demographic with hearty portions offered up at a competitive price point. The company has achieved notoriety for its “All-You-Can-Eat Ribs on Tuesday” and rapid table service. Rib Crib BBQ & Grill is a privately held company. Bret Chandler opened the first Rib Crib in 1992 in an 80-year-old house in Tulsa, OK. Rib Crib BBQ & Grill signed its first franchise agreement in 2001.

UNIT DESCRIPTION:Units are inline and freestanding and range from 3,000–5,000 square feet with seating for 150–195 customers. New building sites display wood-and-stone exteriors reminiscent of an old ranch. Interiors feature cowboy gear, old Western movie posters, antler chandeliers, pendant lights etched with Western scenes and wood floors. Booths and tables offer a clear view of the kitchen. Meats and sides are also available in quantity as “Pignic Packs” for families and large-scale barbecue packages for groups of up to 10,000. Rib Crib also ships meat products nationwide. Proprietary sauces are available for retail. Dine-in, takeout and catering services are offered. Drive-thru service is also available at select locations.



HQ Location: TulsaSegment: MidscaleCuisine Type: BarbecueOwnership Public: No Primary Distributor: Ben E. Keith Foods

Add-on7.6%

Adult Beverage11.9%

Ap-pe-tizer7.6%

Dessert5.1%

Entrée46.6%

Kid's Menu9.3%

Non-Al-

cohol Bev-erage5.1%

Side6.8%

MENU BREAKDOWN


Powered by:


RIB CRIB BBQ & GRILL LOCATIONS

65

10 Chains With Annual Sales Greater Than $10 Million

Emerging Barbecue Concepts

66

Smithfield's Chicken 'N Bar-B-Q

Smithfield's Chicken 'N Bar-B-Q Facts & Figures2011 Sales $26,500,0002010 Sales $26,500,000Sales Growth +0.0%2011 Units 32 2010 Units 32 Unit Growth +0.0%HQ Location: Cary, NC

Smithfield’s Chicken ’N Bar-B-Q is a fast-casual concept specializing in a large menu of chicken and eastern North Carolina-style barbecue offerings. Restaurants provide a family-friendly atmosphere for guests to enjoy a meal or a quick snack. Its parent is Smithfield Management Company.

Concept Positioning

Combo White (Chicken and BBQ) – Bar-B-Q, Breast and Wing, Coleslaw, Potato Salad, Hushpuppies.

8 Piece Box Chicken – 2 Breasts, 2 Wings, 2 Thighs, 2 Legs, 2 Dozen Hushpuppies.

THE Tailgate Special –8 Piece Chicken, One Pint Bar-B-Q, Two Pint Sides, Two Dozen Hushpuppies and a Gallon of Tea!

Menu Examples

Powered by:


67

Ono Hawaiian BBQ

Ono Hawaiian BBQ Facts & Figures2011 Sales $23,750,0002010 Sales $21,000,000Sales Growth +13.1%2011 Units 38 2010 Units 36 Unit Growth +5.6%HQ Location: Diamond Bar, CA

Ono Hawaiian BBQ is a quick-service concept specializing in Hawaiian-style barbecue. Ono, translating to “delicious” in Hawaiian, signifies the chain’s desire to provide top-notch cuisine that features island flare. The comfortable atmosphere attracts younger adults and other adventurous eaters with its culturally inspired menu of hearty “plate lunch” meals. Privately held Ono Hawaiian BBQ Inc. owns and operates the chain.

Concept Positioning

68

Hawaiian BBQ Chicken – A Very Popular Choice! Grilled Boneless and Skinless Chicken Marinated in Hawaiian BBQ Sauce.

Kalbi Short Ribs – Tender Beef Short Ribs Marinated in Korean Style BBQ Sauce, Then Grilled to Perfection.

Island White Fish – Tender White Fish Filet, Lightly Marinated and Breaded with Japanese Panko Breadcrumbs.

Menu Examples

Powered by:


City Barbeque

City Barbeque Facts & Figures2011 Sales $19,000,0002010 Sales $18,000,000Sales Growth +5.6%2011 Units 18 2010 Units 17 Unit Growth +5.9%HQ Location: Dublin, OH

City Barbecue is a fast-casual barbecue concept from Ohio. The chain prides itself on having onsite smokers, claiming its food is “all smoke and no mirrors.” The variety of hickory-smoked meats includes turkey, brisket, chicken and pork. Founded in 1999 by a competitive barbecue team, the chain has continued expanding throughout the Midwest.

Concept Positioning

69

Ribs – Our Giant Slabs Of Hand-rubbed, St. Louis-Style Ribs are Slow Smoked Over Aged Hickory Wood. Meatier Than a Baby Back, and Served with Texas Toast.

North Carolina Pulled Pork – Our Succulent Pulled Pork is Topped with a Dash of Vinegar and Creamy Coleslaw. The Cold Coleslaw, Soft Bun and Hot Pork Will Make Your Tongue Want to Slap Your Brain. Inspired by North Carolina-Style Barbeque, Where Vinegar + Pork = Barbeque.

Menu Examples

Powered by:


Armadillo Willy’s

Armadillo Willy’s Facts & Figures2011 Sales $16,000,0002010 Sales $17,000,000Sales Growth -5.9%2011 Units 8 2010 Units 8 Unit Growth +0.0%HQ Location: Los Altos, CA

Armadillo Willy’s is a fast-casual barbecue concept specializing in slow-cooked meats along with burgers, sandwiches and sides. The chain offers traditional Texas-style barbecue at value prices in a down-home setting. Signature meats such as brisket, ribs and turkey are slow-cooked in oak wood-burning smokers. Armadillo Willy’s BBQ Corp. owns and operates the chain.

Concept Positioning

70

Thai Peanut Turkey Salad – Fresh Greens, Pulled Smoked Turkey, Peanuts, Green Onions, Cilantro, Sweet Peppers, Red Onions, Crispy Tortilla Strips, Ginger Peanut Dressing.

Santa Maria Tri-tip Steak – Lightly Smoked Then Grilled, Garlic French Roll, Fresh Salsa.

Ultimate Hickory Burger – BBQ Sauce, Bacon, Cheddar and Jack Cheese, Giant Onion Ring, Grilled Onions, Mayo, Mustard, Lettuce, Tomato.

Menu Examples

Powered by:


StoneFire Grill

StoneFire Grill Facts & Figures2011 Sales $14,700,0002010 Sales $14,500,000Sales Growth +1.4%2011 Units 7 2010 Units 7 Unit Growth +0.0%HQ Location: Westlake Village, CA

StoneFire Grill is a fast-casual concept offering mesquite grilled chicken and ribs. In addition to the barbecue items, StoneFire serves a variety of pizzas, sandwiches and salads. The concept features both individual entrées and a family-style menu. StoneFire grill is a private company, founded in 2000 by sisters Mary and Maureen Harrigan.

Concept Positioning

71

Tri Tip – Your Choice of Mesquite BBQ or Cracked Pepper Garlic Topped with Gorgonzola Butter.

Fresh Salmon – Broiled with Your Choice of Sesame Glazed or Lemon Garlic.

Mesquite BBQ Pizza – Choose Grilled BBQ Chicken or Tri Tip with Gouda Cheese, Cilantro and Red Onion.

Menu Examples

Powered by:


Bar-B-Cutie

Bar-B-Cutie Facts & Figures2011 Sales $14,550,0002010 Sales $14,850,000Sales Growth +2.0%2011 Units 13 2010 Units 17 Unit Growth -23.5%HQ Location: Brentwood, TN

Bar-B-Cutie is a fast-casual barbecue chain featuring an extensive selection of hickory-smoked pork, mesquite chicken, slow-cooked brisket and turkey breast, smoked sausage and baby back ribs. The family-friendly chain boasts its welcoming service and quality products served at a value price. Bar-B-Cutie is privately held by Bar-B-Cutie Franchise Systems LLC.

Concept Positioning

72

Pork – Our BBQ Pork is Slow Cooked for 17 Hours at Low Temperatures Using Real Hickory Wood and Hand Pulled to Insure Pig Perfection.

Beef Brisket – Bar-B-Cutie Uses Only the Finest USDA Choice Brisket Trimmed to Our Exact Specifications. We Marinate Our Brisket with Our Own Special Seasonings and Slow Cook it for More Than 10 Hours to Assure it Reaches the Peak of Flavor and Tenderness.

Menu Examples

Powered by:


VooDoo BBQ & Grill

VooDoo BBQ & Grill Facts & Figures2011 Sales $13,800,0002010 Sales $12,000,000Sales Growth +1.5%2011 Units 12 2010 Units 11 Unit Growth +9.1%HQ Location: Baton Rouge, LA

VooDoo BBQ & Grill is a fast-casual barbecue chain offering “New Orleans Style BBQ.” All meats are dry-rubbed and slow-smoked over oak and pecan woods. Opened during Mardi Gras in 2002, VooDoo BBQ is actively seeking potential franchisees to enter new territories. The chain currently has plans to open up to 26 units in Florida, seven in South Carolina and five in Texas as it expands past its Louisiana base.

Concept Positioning

73

The Voodoo Burger – With Sautéed Onions, Mushrooms, Bacon and Jack Cheese.

Mojo BBQ Char Grilled Chicken – With Mojo Sauce, Bacon and Jack Cheese.

Overstuffed Potato – With Brisket, Pork, Sausage, BBQ Chicken, or Jerk Chicken.

Menu Examples

Powered by:


Whitt’s Barbecue

Whitt’s Barbecue Facts & Figures2011 Sales $13,200,0002010 Sales $13,200,000Sales Growth +0.0%2011 Units 24 2010 Units 24 Unit Growth +0.0%HQ Location: Antioch, TN

Whitt’s Barbecue is a quick-service restaurant chain specializing in barbecue. The concept strives for a family-oriented atmosphere. With its motto of “we aren’t fancy, just plain good,” Whitt’s sets itself apart by offering excellent barbecue fare in a fast-food setting. Whitt’s Barbecue is a privately held company.

Concept Positioning

74

Sandwiches – Pork, Turkey (Includes Slaw, Mayo & Pickle).

Plates– (Includes 5 oz. Meat, Dinner Roll, 2 Side Items)Pork, Turkey, Ribs by the Slab, Chicken.

By The Pound– Pork, Turkey.

Menu Examples

Powered by:


Moe's Original Bar B Que

Moe's Original Bar B Que Facts & Figures2011 Sales $11,700,0002010 Sales $9,200,000Sales Growth +27.2%2011 Units 19 2010 Units 19 Unit Growth +0.0%HQ Location: Vail, CO

Moe’s Original Bar B Que is a quick-service concept focused on serving Alabama-style barbecue. In addition to the slow-smoked meats, Moe’s also serves a variety of Southern-style desserts and sides. Moe’s has grown from its Colorado base of operations to open multiple units in Alabama, and also has units in Georgia, Maine and North Carolina.

Concept Positioning

75

Sandwiches – (Served with choice of two sides and a drink)Pulled Pork, Smoked Chicken, Smoked Turkey, Shrimp Moe Boy.

Platters – (Served with choice of two sides and a drink)Pulled Pork, Smoked Chicken, Smoked Turkey, Chicken Wings, Catfish, Ribs.

Menu Examples

Powered by:


Virginia Barbecue

Virginia Barbecue Facts & Figures2011 Sales $11,400,0002010 Sales $9,800,000Sales Growth +16.3%2011 Units 15 2010 Units 15 Unit Growth +0.0%HQ Location: Beaverdam, VA

Virginia Barbecue is a quick-service barbecue chain that strives to give customers a “down-home” barbecue experience. The chain prides itself on family-friendly hospitality, good food, quick service and a low price. Founded in 2000, the chain expanded throughout Virginia and has opened units as far south as Texas and as far north as Pennsylvania.

Concept Positioning

76

Our Original Virginia BBQ Sandwich – Virginia’s Traditional-Style, Hand-pulled Pork, Tossed in a Flavorful Homemade BBQ Sauce, Served on a Fresh Roll. our Best Seller!

St. Louis Smoked Slabs of Ribs – A Perfectly Smoked Rack of Pork Ribs Seasoned Just Right, we Must Issue a Warning That in Your Haste to Get These Ribs Down, be Careful not to Mistake Your Finger for a Rib! Two Sides Included!

Menu Examples

Powered by:


77Powered By:

Barbecue-Related Consumer Sentiments Among Top 100 Chains

Famous Dave's

Chili's Grill & Bar

Ruby Tuesday

Applebee's Neighborhood Grill & Bar

LongHorn Steakhouse

California Pizza Kitchen

Texas Roadhouse

Golden Corral

T.G.I. Friday's

25.9%

2.0%

1.3%

1.3%

0.9%

0.9%

0.9%

0.8%

0.7%

78

% of Consumers Who Noted Barbecue/Barbecue-Related Items* When Asked Why They Most Recently Visited a Particular Chain Restaurant for a Meal, by Restaurant Chain

Powered by:

More Than One-Quarter of All Famous Dave’s Consumers Explicitly Mention Barbecue as a Reason for Visiting

“Most Recently, When You Visited [Chain Brand], Please Tell Us Why You Decided to go to This Restaurant for This Meal, on This Occasion.”*Barbecue-related items include: brisket, ribs and pulled pork as well as potential spellings of barbecue.Base: 41,024 Total Consumers, individual chain bases varySource: Consumer Restaurant Brand Metrics; Technomic

Total SampleFamous Dave's

Texas RoadhouseChili's Grill & Bar

Ruby TuesdayT.G.I. Friday's

California Pizza KitchenGolden Corral

Logan's RoadhouseCiCi's Pizza

Firehouse SubsBuffalo Wild Wings Grill & Bar

Old Country Buffet/HomeTown BuffetQdoba Mexican Grill

LongHorn SteakhouseWhataburger

Applebee's Neighborhood Grill & BarPapa John's

Red Robin Gourmet BurgersShoney's

1.5%49.6%

6.7%6.3%

5.4%5.1%5.0%4.6%4.4%4.3%

3.7%3.5%3.4%3.1%3.0%2.9%2.4%2.4%2.3%2.0%

79

% of Consumers Who Noted Barbecue/Barbecue-Related Items* as Unique Items Available Only at [Chain] Restaurant

Powered by:

Compared to the Total Sample, Barbecue Options Unique at Chili’s and Texas Roadhouse

“What Unique Items Can You Only Get at This Restaurant?”** *Barbecue-related items include: brisket, ribs and pulled pork as well as all spellings of barbecue.**Among those who gave the chain a “good” or “very good” rating on this attributeBase: Varies by chain, 29357 consumers total between Q1 2011 and Q1 2012Source: Consumer Restaurant Brand Metrics; Technomic

Total SampleFamous Dave's

Chili's Grill & BarTexas Roadhouse

Ruby TuesdayLogan's Roadhouse

California Pizza KitchenT.G.I. Friday's

Firehouse SubsCiCi's Pizza

LongHorn SteakhouseGolden Corral

Applebee's Neighborhood Grill & BarPapa John's

Qdoba Mexican GrillBuffalo Wild Wings Grill & Bar

Boston MarketRyan's Grill, Buffet & Bakery

Friendly'sRed Robin Gourmet Burgers

1.4%54.5%

8.0%6.1%5.8%5.7%5.4%5.2%

3.7%3.6%

3.0%2.9%2.9%2.7%2.6%2.5%2.5%2.5%2.2%2.1%

80

% of Consumers Who Noted Barbecue/Barbecue-related Items* as Craveable Items Available Only At [Chain] Restaurant

Powered by:

More Than Half of All Famous Dave’s Consumers Find the Chain’s Barbecue Items Especially Craveable

“What Craveable Items Can You Only Get at This Restaurant?” ***Barbecue-related items include: brisket, ribs and pulled pork as well as all spellings of barbecue.**Among those who gave the chain a “good” or “very good” rating on this attributeBase: Varies by chain, 29851 consumers total between Q1 2011 and Q1 2012Source: Consumer Restaurant Brand Metrics; Technomic

81Powered by:

Consumer Preferences for Barbecue Sauces

Kansas City (thick and sweet with molasses)

Texas (spicy, often made with chile)

Memphis (sweet, vinegar- and tomato-based)

Hawaiian (teriyaki-based with pineapple)

Louisiana (Cajun and Creole flavors)

Tennessee (whiskey-infused)

South Carolina (thin with vinegar, mustard, brown sugar)

North Carolina (thin with vinegar, red pepper flakes, cayenne)

Kentucky (vinegar and bourbon)

Florida (citrus accents)

Alabama (mayonnaise-infused)

42%

33%

26%

25%

24%

17%

16%

15%

14%

11%

6%

Which of the following regional varieties of barbecue sauce do you find most appealing? Please choose up to three you prefer most.

82Powered by:

Sweet, Kansas City-Style BarbecueSauce Is Consumers’ Top Choice

Base: 1500 ConsumersSource: 2011 US Flavor Consumer Trend Report; Technomic

Age

18-24 (13%) 9%Gender

Male (48%) 46%

25-34 (19%) 16% Female (52%) 54%

35-44 (25%) 26%

Ethnicity

Asian (4%) 2%

45-54 (19%) 22% Black/African American (12%) 11%

55+ (24%) 26% Caucasian (70%) 76%

Region

South (37%) 33% Hispanic (13%) 9%

West (20%) 16% Other (1%) 2%

Northeast (21%) 20%

Midwest (23%) 31%

Sweet Kansas City barbecue sauce is generally preferred by older, Midwestern, female and Caucasian consumers. Unsurprisingly, most barbecue-sauce preferences follow regional divides.

Key Insights

Total SampleKC BBQ

Consumers Total SampleKC BBQ

Consumers

83Powered by:

= Skews high compared to overall sample

Kansas City Barbecue Sauce Consumer Demographics

Base: 632Source: 2011 US Flavor Consumer Trend Report; Technomic

Texas Barbecue Sauce ConsumerDemographics

Age

18-24 (13%) 16%Gender

Male (48%) 55%

25-34 (19%) 20% Female (52%) 45%

35-44 (25%) 27%

Ethnicity

Asian (4%) 4%


55+ (24%) 19% Caucasian (70%) 66%

Region

South (37%) 37% Hispanic (13%) 18%

West (20%) 23% Other (1%) 1%

Northeast (21%) 21%

Midwest (23%) 19%

Spicy Texas barbecue-sauce consumers skew younger and male, with a heavy skew towards Hispanic consumers.Key Insights

Total SampleTX BBQ

Consumers Total SampleTX BBQ

Consumers

84Powered by:



Age

18-24 (13%) 6%Gender

Male (48%) 43%

25-34 (19%) 19% Female (52%) 57%

35-44 (25%) 28%

Ethnicity

Asian (4%) 2%


55+ (24%) 26% Caucasian (70%) 74%

Region

South (37%) 42% Hispanic (13%) 10%

West (20%) 13% Other (1%) 2%

Northeast (21%) 19%

Midwest (23%) 26%

Sweet and thin Memphis barbecue sauce skews towards middle-aged to older consumers, females, Southern and Caucasian consumers. In general, sweeter barbecue sauces are appealing to Midwesterners, females and Caucasians.

Key Insights

Total SampleMemphis BBQ

Consumers Total SampleMemphis BBQ

Consumers

85Powered by:


Memphis Barbecue SauceConsumer Demographics


Age

18-24 (13%) 9%Gender

Male (48%) 36%

25-34 (19%) 18% Female (52%) 64%

35-44 (25%) 22%

Ethnicity

Asian (4%) 6%


55+ (24%) 29% Caucasian (70%) 68%

Region

South (37%) 32% Hispanic (13%) 18%

West (20%) 28% Other (1%) 1%

Northeast (21%) 20%

Midwest (23%) 20%

Hawaiian barbecue sauce is favored by older, Western, Asian and Hispanic consumers. Hawaiian barbecue sauce also has the largest gender divide among the top five barbecue flavors, with females accounting for nearly two-thirds of Hawaiian barbecue sauce consumers.

Key Insights

Total SampleHI BBQ

Consumers Total SampleHI BBQ

Consumers

86Powered by:


Hawaiian Barbecue Sauce Consumer Demographics


Age

18-24 (13%) 15%Gender

Male (48%) 53%

25-34 (19%) 18% Female (52%) 47%

35-44 (25%) 24%

Ethnicity

Asian (4%) 4%


55+ (24%) 23% Caucasian (70%) 66%

Region

South (37%) 38% Hispanic (13%) 12%

West (20%) 23% Other (1%) 2%

Northeast (21%) 17%

Midwest (23%) 22%

Cajun/creole-inspired Louisiana barbecue consumers skew Western, male and African American. Louisiana barbecue sauce showed the least variation by region among the top five barbecue sauces, though it skews low among Northeastern consumers.

Key Insights

Total SampleLA BBQ

Consumers Total SampleLA BBQ

Consumers

87Powered by:


Louisiana Barbecue Sauce Consumer Demographics


88Powered by:

Consumer Preferences for Barbecue Preparations

Barbecue Preparation for Pork, Beef, Chicken and Turkey

89

Pork

Chicken

Beef

Turkey

49%

46%

41%

19%

53%

37%

37%

18%

Lunch Dinner

Powered by:Base: Varies by meat type and daypartSources: 2011 Center of the Plate: Beef & Pork and 2011 Center of the Plate Poultry Consumer Trend Report; Technomic

Consumers Who Prefer Barbecue as a Preparation, by Protein and DaypartConsumers were asked to select their top three preferred preparations for each protein

Age

18-24 (13%) 12%Gender

Male (49%) 56%

25-34 (19%) 17% Female (51%) 44%

35-44 (24%) 25%

Ethnicity

Asian (4%) 4%


55+ (24%) 22% Caucasian (69%) 71%

Region

South (37%) 37% Hispanic (13%) 11%

West (22%) 20% Other (2%) 2%

Northeast (18%) 20%

Midwest (23%) 22%

Males are more likely to report a preference for barbecued beef at lunch. Key Insights

Total SampleLunch Beef BBQ

Consumers Total SampleLunch Beef BBQ

Consumers

90Powered by:


Demographics of Beef Consumers Who Prefer Barbecue Preparation for Lunch

Base: 533Source: 2011 US COP: Beef & Pork Consumer Trend Report; Technomic

Age

18-24 (13%) 16%Gender

Male (49%) 55%

25-34 (19%) 17% Female (51%) 45%

35-44 (24%) 25%

Ethnicity

Asian (4%) 3%


55+ (24%) 22% Caucasian (69%) 68%

Region

South (37%) 32% Hispanic (13%) 14%

West (22%) 27% Other (2%) 3%

Northeast (18%) 17%

Midwest (23%) 24%

Compared to the overall sample, consumers in the South show less of a preference for barbecued beef dinner entrées. Key Insights

Total SampleDinner Beef BBQ

Consumers Total SampleDinner Beef BBQ

Consumers

91Powered by:



Demographics of Beef Consumers Who Prefer Barbecue Preparation for Dinner

Age

18-24 (11%) 8%Gender

Male (50%) 53%

25-34 (18%) 17% Female (50%) 47%

35-44 (24%) 26%

Ethnicity

Asian (4%) 4%


55+ (27%) 29% Caucasian (71%) 75%

Region

South (38%) 37% Hispanic (12%) 10%

West (21%) 23% Other (2%) 1%

Northeast (18%) 17%

Midwest (23%) 23%

Overall preferences for barbecued pork lunch entrées showed an almost even split between males and females. Key Insights

Total SampleLunch Pork BBQ

Consumers Total SampleLunch Pork BBQ

Consumers

92Powered by:


Demographics of Pork Consumers Who Prefer Barbecue Preparation for Lunch


Age

18-24 (11%) 9%Gender

Male (50%) 57%

25-34 (18%) 15% Female (50%) 43%

35-44 (24%) 26%

Ethnicity

Asian (4%) 4%


55+ (27%) 28% Caucasian (71%) 73%

Region

South (38%) 36% Hispanic (12%) 10%

West (21%) 22% Other (2%) 3%

Northeast (18%) 16%

Midwest (23%) 26%

With gender the exception, preferences for barbecued pork dinner entrées fall in line with the demographics of the overall sample. Key Insights

Total SampleDinner Pork BBQ

Consumers Total SampleDinner Pork BBQ

Consumers

93Powered by:


Demographics of Pork Consumers Who Prefer Barbecue Preparation for Dinner


Age

18-24 (14%) 14%Gender

Male (49%) 56%

25-34 (17%) 16% Female (51%) 44%

35-44 (26%) 28%

Ethnicity

Asian (4%) 3%


55+ (25%) 25% Caucasian (71%) 70%

Region

South (38%) 37% Hispanic (14%) 13%

West (18%) 20% Other (1%) 0%

Northeast (23%) 22%

Midwest (21%) 21%

Black/African American consumers reported a larger preference for barbecued chicken lunch entrées. Key Insights

Total SampleLunch Chicken BBQ

Consumers Total SampleLunch Chicken BBQ

Consumers

94Powered by:


Demographics of Chicken Consumers Who Prefer Barbecue Preparation for Lunch

Base: 276Source: 2011 US COP: Poultry Consumer Trend Report; Technomic

Age

18-24 (12%) 12%Gender

Male (46%) 50%

25-34 (20%) 21% Female (54%) 50%

35-44 (22%) 25%

Ethnicity

Asian (4%) 3%


55+ (26%) 22% Caucasian (70%) 67%

Region

South (38%) 37% Hispanic (12%) 13%

West (18%) 20% Other (1%) 1%

Northeast (23%) 22%

Midwest (21%) 21%

Demographics of the barbecued-chicken-for-dinner consumer closely mirror the overall sample. Key Insights

Total SampleDinner Chicken BBQ

Consumers Total SampleDinner Chicken BBQ

Consumers

95Powered by:


Demographics of Chicken Consumers Who Prefer Barbecue Preparation for Dinner

Base: 330Source: 2011 US COP: Poultry Consumer Trend Report; Technomic

Heather NelsonAccount Manager

[email protected]

96

For more information please contact:

february 2012

Documents

barbecue chains

barbecue menus

barbecue items

barbecue chicken

barbecue pricing

flavored barbecue sauces

refined barbecue flavors

barbecue preparation