On the Menu. How QSR magazine covers the industry in 2007

Transcription

1 QSR magazine delivers It is a key component of our marketing communications mix. John Tata, XPIENT Solutions, LLC On the Menu How QSR magazine covers the industry in 2007

2 How does America eat? For 10 years QSR magazine has defined it: traditional quick-service, fast-casual, coffee and snacks, and related segments like full-service takeaway, concessions, and convenience stores. We serve the decision-makers who work in this market and they re ready to hear how you can help them reach greater levels of success. QSR magazine is the only foodservice publication that delivers this $180-plus billion slice of the restaurant industry. If you want to speak to it, QSR is the platform. Key Segments We Cover Traditional Quick-Service: Higher & Higher If you re going to serve burgers or chicken, you might want to think broadly. The expectations of traditional quick-service have never been higher, and QSR magazine is at the forefront charting new ground. Quick-service is doing more today than anyone ever imagined. In addition to our core chicken offerings, we ve added premium items, such as premium roast coffee and hand-spun milkshakes, to our menu. We always look for new ideas. It s vital for us to stay on top of trends and developments in food, operations, and other facets of the business. Dan Cathy, president Chick-fil-A Fast-Casual: Join the Club The success of fast-casual has everyone upgrading tastes and décor. But the core fast-casual segment still has a lot of room for growth. Since the mid-1990s, QSR continues its pioneering coverage of this segment. We can lead in healthfulness, we can lead in value, and we can lead in appeal. We have comfortable booths and chairs with cushions. We have great artwork. We have warm colors. We are there to greet you. When you put all the components together, I think we are going to be the leader. Martin Sprock, president Raving Brands

3 Coffee: New Directions Starbucks explored the outer reaches of coffee, but traditional coffee and doughnut shops are now showing us they can do more, too. As the segment expands in exciting and innovative ways, java lovers are the big winners. We re a healthy alternative because of our soup and sandwich business. But, sandwiches are the flavor of the day. We do many other things. We re a healthy, wholesome lunch. Paul House, president & coo Tim Hortons Snack: You Deserve It! You eat healthy, exercise, and enjoy life to the fullest. And now we find we can legally treat ourselves to the best this segment has to offer. QSR charts snack s amazing progress. Go ahead, enjoy! The sophistication of consumers has changed. They are much more demanding about being able to get what they want. If one of our customers asks, Can you make that with pralines, our answer is always, Absolutely! Ken Kimmel, brand manager Baskin-Robbins Non-traditional: Surprise! Where is quick-serve happening? It seems like everywhere. Convenience stores moved into the turf a few years ago, and now groceries are eyeing the opportunities. QSR magazine can be trusted to report on quick-service no matter where it s happening. If you drop by after work, you will stand in line at Central Market with everyone from students to medical personnel to families with young children to older people. Both Whole Foods and Central Market have become very popular spots for friends to get together for lunch or dinner. Kitty Crider, food editor Austin (TX) American- Statesman

4 On a Mission Chick-fil-A summed it up best: QSR magazine has made them better. From the beginning, QSR magazine has had this one singular objective: Make quick-service better. When you examine the pages of QSR magazine, it s evident that we simply are a better foodservice publication. Advertisers and readers have rewarded us with their loyalty. We like to think they ve joined us on the bandwagon: They, too, want to make quick-service better. Over the past two years, QSR magazine has emerged with a secondary mission: To enhance the positive impact of diversity on the restaurant industry. Diversity is the direction America is going, and no one has covered diversity better than QSR magazine. Diversity sets taste trends; creates new brands; expands the labor pool; and determines your next operator. It will also determine your bottom line. The restaurant industry has a huge opportunity to lead in diversity development and not just in those line positions. It will make the foodservice industry better, and it will make America better. QSR magazine is pleased to assume a leadership role in this quest. In 2007, we are pleased to explore a new mission for QSR magazine: Eco-Friendly Foodservice. Our March 2007 issue of the magazine is devoted to launching what we are sure will be an important dialogue and an important way to do business. You see, people care more about the environment than you might think, and we in the restaurant industry can do a lot to forge a better future. Whether it is water quality, building impact, biodegradable packaging, energy use, or a host of other opportunities, we have the chance to lead. Restaurants who respond will be rewarded with new markets and better bottom lines. Like restaurant improvement and diversity, Eco-Friendly Foodservice will pay dividends. To join in our quest, we invite you to join us in the pages of QSR JUPITERIMAGES Corporation

5 Expansive Food Coverage If you re selling food, rest assured you ll get maximum coverage in QSR. When you compare the amount of food coverage in QSR magazine with coverage found in other industry publications, our magazine is right at the top with the rest of the best. Our monthly special section Fresh Ideas offers food coverage that s unequaled in the industry. In it, we explore the latest trends in quick-serve tastes, serve up recipes to show how it s done, and offer chef-written insight on how to make the menu better and more relevant. And new in 2007, we re taking our dedication to food even further. Only full-page food advertisements will be found in Fresh Ideas, making the section even more pertinent to the chefs who use it. Every installment of Fresh Ideas includes: Food Trend Features: We serve up at least one food feature each month that is meant to spark innovation in the kitchen and give readers ideas and resources to enhance and improve menu offerings. Inspirations: A recipe, a photo, an insight. Quick-service chefs are constantly coming up with new and innovative dishes. We highlight the best. The Right Tools: The difference between beef and brisket or mustard and Dijon can mean the difference between higher and lower sales. In every issue, we break down the intricacies of taste and discuss how nuances can impact the quality of menu offerings and average tickets. Making it Happen: Quick-serve friendly recipes designed to spark creativity and encourage experimentation. Menu Development: Practical ideas from a veteran menu consultant on how to incorporate new trends and ingredients into a quick-service menu.

6 All Editorial Bases Covered When it comes to covering this industry, QSR magazine leaves no stone unturned, which is very good for readership. Each issue of our magazine includes: Dynamic Features: See our editorial calendar for the major themes of each issue all relevant to any restaurant operation. But we don t stop with these themes. You can be assured of broad editorial coverage of a range of topics in every issue of QSR. Short Order: Small stories with big impact. We feature the news that readers can apply to their operation and keeps them abreast of the competition. Industry Watch: A host of columns and short features, including: Metrics, which examines the data side of the foodservice business Finance, exploring the bottom line Ones to Watch, up-and-coming brands To Market, demographic insight into market changes Back of the House: Columns that explore operational concerns, including: Franchising, the thing that makes this industry tick Supply Side, vendor management issues People, strategies for managing your most important asset Tools, technology at your fingertips But, believe it or not, there s more in every issue of QSR. Our editorial coverage keeps readers coming back, and it s the single most important reason why your advertising has impact when it runs in the pages of QSR magazine. You reach the quick-serve restaurant industry best through QSR magazine.

7 Special Every issue of QSR magazine is special. These four highly Editions anticipated issues are not to be missed. Under 300 Report January QSR s annual ranking of the top ten chains under 300 units is more than just a list. It s a business plan for growth from chains that have learned to compete in often saturated segments. We also examine chains that are just getting started, those small-fry successes that have a nasty habit of draining sales away from established concepts. NRA Convention Coverage May No one else covers the National Restaurant Association show from a quick-serve perspective like QSR magazine. We tell you what to see and do. What s more, our activities include important educational panels, exclusive show reports online, the minority operator mixer, and bonus distribution of QSR magazine throughout the show. The QSR 50 August Nothing receives more attention from chain operators than our annual ranking of quick-serve/ fast-casual chains. Through partnership with GE Capital Solutions Franchise Finance, along with input from the chains themselves, this industry overview of performance provides a desk reference that simply cannot be missed. It is our biggest issue of the year! QSR magazine is a consistent resource for major news outlets. Our reporting and research have made headlines in the past year in such publications as: PE.com The Associated Press San Francisco Business Times MSNBC.com Star-Telegram.com The QSR Drive-Thru Performance Studies October Sure, we tell you who s fast. We also tell you whose drive-thru service is actually good and who the public thinks is good, which might be even more important. QSR magazine has established itself as the leading source for QSR drive-thru performance data, and this issue ranks as one of the mostly highly soughtafter of the year. QSR. Trusted & Respected The New York Times USA Today National Restaurant Association Smartbrief Washington Post San Diego Union-Tribune PR Newswire Menu Development 2003 Neal Award Winner Folio: Editorial Excellence 2001 Gold Award Winner FoodService

8 Expert Writers One true statement about QSR magazine is that it isn t a revolving door of talent saying goodbye. QSR has had three editors since its inception, and all are involved with the magazine today: Lea Davis as finance columnist and frequent contributor; Greg Sanders as associate publisher; and Sherri Daye Scott as current editor. Sherri is well connected in the restaurant industry and is a frequent speaker for such organizations as the National Restaurant Association, Women s Foodservice Forum, People Report, and the Multicultural Foodservice & Hospitality Alliance. She is also a member of MFHA, sits on two committees for the WFF, and is vice president and a member of the board of directors of the International Foodservice Editorial Council. notable Contributors: Mark Halperin Reporting each month on menu development, Halperin received his Grand Diplome d Etudes Culinaires from LaVarenne and serves as culinary director and principal of the San Franciso based Center for Culinary Development. He s provided instruction at the California Culinary Academy and has more than 25 years of practical experience in menu development for a broad range of clients. Roy Bergold After 29 years as McDonald s advertising head, back-of-the-book columnist Roy Bergold keeps an eye on quick-service from his ranch in Payson, Arizona. His reflections on the industry are often amusing and always insightful. Andrew Hale Feinstein As associate professor and department chair of the Food and Beverage Department at the University of Nevada, Las Vegas, Andy brings to the table his significant experience as an educator, author, and researcher. He and his colleagues produce cutting-edge research into some of the most pressing issues in the restaurant industry. Lea Davis Finance columnist Lea Davis was QSR magazine s founding editor, and as such she has a grasp of the industry that few other writers possess. In addition to her work with QSR, Davis runs Quick Serve Kids, a site aimed at helping parents navigate the quick-service landscape. Steve Weiss Steve Weiss is an honor graduate of the Culinary Institute of America and a former F&B editor. Steve currently serves as director of trends research for Near Bridge Communications, an Arizona-based executive consulting firm. In addition to his client work, Steve is in high demand as an industry speaker and author and is a former recipient of the Jesse H. Neal Editorial Achievement Award for editorial excellence. Each month, Weiss reports on the trends that influence the foodservice industry.

9 us: (800) int l: (919) fax: (919) Eugene Drezner National Sales Manager ext. 126, Will Bruwer National Sales, Franchise, Food & Beverage ext. 128, Tracy Copley Sales Associate ext. 124,