This document provides insights into casual and family restaurant consumers in British Columbia from CREST 2010 data. It summarizes that BC consumers visit restaurants more frequently than other Canadians. Satisfaction levels have declined in recent years for food variety, quality, taste and preparation. The majority of consumers want greater variety, especially in appetizers, main dishes and salads. While socializing at bars, server influence on beer selection is highest in BC and bar satisfaction is lowest. As behaviors change, healthy options and restaurant exploration are driving more traffic. Innovation will be key to differentiating operators and meeting consumer demands for value.

1. A comprehensive source for in-depth insights on casual
and family/midscale restaurant consumers in Canada
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2. In BC Full Service Restaurants during the past year....
-11 million
visits
-$111 million
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2
Source: CREST 2010

3. More BC consumers visit a restaurant on an average day,
compared to the rest of Canada
% of BC consumers visiting a
restaurant on an average day
50% in 2009
-2 points in 2010
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3
Source: CREST 2010
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4. FSR Consumer insights: Over 30 questions….
Why dine out? Guest Impact of advertising
Who has the best Experience Do you want
appetizers? Why Full Service
Influence healthy?
of server Dining over QSR? Impact of Sodium
How often do
What influences your order? Price you order the
Menu Promos What’s missing sameitems?menu
New innovation from the menu?
flavours
Bar vs. Dining room Favourite
you
Most exciting new foods Beer
would
add to Impact of Branded products Brand
Top 10 preferred flavours Do you have a
menus
Selection criteria
favorite main dish?
Visit situation 4

5. The
more we
understand
about the
Driving
FSR
Customer
consumer,
the better
Traffic
we can
“position
for growth”
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6. BC over indexes for use of Full Service Dining
Indexed to
Full Service Dining 121
On Premise Dining 115
Lunch 113
Supper 105
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Source: CREST 2010 Proprietary & Confidential for NPD clients

7. BC has over indexes for share of “Restaurant
Explorers”
“Restaurant
Explorer”
Driven by:
innovation, taste,
quality, variety
Indexed to
123 7
7
Source: CREST 2010 Proprietary & Confidential for NPD clients

8. Driving Customer Traffic…
Why did you choose one FSR over another?
1. Better tasting food
2. Always go there
3. Higher quality food
4. Went for a specific menu item
5. Better value for money
Low prices 8%
Coupon/promotion 5%
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9. During the past year, the “satisfaction level” of BC
restaurant consumers has changed….
Top 2 Box scores (Excellent or Very Good)
have declined for:
Food Variety
Food Quality
Food Taste
Food Prepared the way I like it
Modern Facilities
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Proprietary & Confidential for NPD clients

10. 73% of FSR consumers would like to see greater
menu variety or new and different offerings
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11. Menu categories that consumers would like to see
greater variety:
1. Appetizers 41%
2. Main Dish Entrees 39%
3. Salads 25%
4. Soups 18%
5. Desserts 15%
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12. Menu items that consumers would like to see greater
variety:
We then followed up with consumers who
expressed a demand for greater menu
variety or new and different menu offerings
and asked about specific menu items:
Chicken Dishes 71%
Salads 67%
Pasta Dishes 59%
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13. Bar
vs.
Diningroom
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14. Socializing at the Bar
71% had
alcoholic
drinks
55% had
non-
alcoholic
beverages
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15. Socializing at the Bar
What
influenced
your beer
selection?
Server influence
is highest in BC
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16. Satisfaction at the Bar
BC bar consumers scored the
highest in Canada for
dissatisfaction
with their bar visit
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17. There’s been some changes in consumer behaviour
over the past year…
Proprietary & Confidential for NPD clients

18. The fastest growing “motivators” for BC consumers
to use FSR restaurants:
Full Service
% Change in Traffic
vs. 2009
Healthy/Light Meal ++%
Restaurant Explorer ++%
Price +10%
Source: CREST 2010 Proprietary & Confidential for NPD clients

19. • Innovation will be key in What does
driving customer traffic it all mean
for the BC
• FSR operators will need to
Restaurant
establish (or strengthen)
their key point of
market?
difference
• Understanding the “value”
equation will lead to
success
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20. The NPD Group can help you understand what consumers want,
leading to increased effectiveness in…
•Driving Customer Traffic
•Menu Innovation
•Influencing
ordering decisions
•Bar vs. Dining room
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21. You…
Thank You…
for attending NPD’s Networking Luncheon
The Foodservice Industry Experts
The NPD Group is the leading provider of reliable and comprehensive
consumer information and insights for foodservice
Consumer Custom Research Advanced
Tracking Solutions Analytics
SPECIAL OFFER
Purchase NPD’s Report on
Full Service Dining – How to Win Customers Back
by February 28, 2011
and receive a customized review on the
FSR Chain of your choice
Please contact Jim Harnden for more details. Jim.Harnden@npd.com 647-723-7768