3. FOCUS
100% focus on
QSR/Fast Casual
Restaurants
TECHNOLOGY
History of
unbeatable
restaurant
innovation
SERVICE
Endless quest to
deliver total
customer
satisfaction
The WAND Difference
5. Introductions
#WANDFDA @WANDCorporation
Jason Bates
Product Analyst
13 Years a Digital Nerd
Favorite Movie: Hitchhiker’s
Guide to the Galaxy
Sarah Maki
Creative Services Director
10+ Years a Creative Junkie
Favorite Movie: Star Wars
Chuck Gehman
VP of Product Management
19 Years a Tech Fanatic
Favorite Movie: Rocky
6. Quick Facts
Who
•20+ locations
•Majority similar menu items
What
•Permanent/Long Term menu items (not 60 day or less items)
When
•No later than Dec 1, 2016 (Previously Dec 1, 2015)
Where
•All menus – anywhere (indoor, outdoor, printed, online)
How
•Let’s dig deeper…
#WANDFDA @WANDCorporation
7. The Devil is In the Details Size
Location
Color
Contrast
Combos
LTOs
Disclaimers
#WANDFDA @WANDCorporation
Promos
8.
9.
10. Which Board is Calorie Compliant?
A B
#WANDFDA
COMPLIANT
20. 1. Choose Your
Champion
2. Identify Who
Has the Counts
3. Conduct an
Audit
4. Document
Typical Update
Process
5. Determine
Your Ideal
Approach
6. Manage
Through
Completion
#WANDFDA @WANDcorporation
6 Steps to Success
21. Recap
#WANDFDA @WANDCorporation
• FDA menu labeling rules are here to stay
• Be safe rather than sorry
• Get on top of it now to avoid the rush
• Think through your creative strategy
• Follow the six steps for success
23. Contact Us
#WANDFDA @WANDCorporation
Jason Bates
Product Analyst
Favorite Star Wars
Character: Chewbacca
Jason.Bates@wandcorp.com
Sarah Maki
Creative Services Director
Favorite Star Wars
Character: Princess Leia
Sarah.Maki@wandcorp.com
Chuck Gehman
VP of Product Management
Favorite Star Wars
Character: Han Solo
Chuck.Gehman@wandcorp.com
CHUCK
Welcome to the webinar – excited to be here
Objectives for today – educational, informative, have some fun too, goal is to give you some takeaways you can use
Housekeeping – ask questions in go to webinar, we will share the slides later today and the recording next week, webinar is 30 minutes and we will definitely end on time, talk with us on Twitter throughout the webinar
CHUCK
mission, vision, values
Pioneers in restaurant technology
More than 50 brands with thousands of locations in over 20 countries
CHUCK
What makes us different
100% restaurant focused – focus exclusively on this market
Top technology
Customer service focused
CHUCK
Agenda for today
Introduce speakers
Share info on the law
Get into some creative design tips
Give you a 6 steps to success plan to take with you
Q&A if there’s time – send questions in via go to webinar – what we don’t answer here we’ll definitely answer after with you after the webinar
CHUCK
Presenter walk through
JASON
Who: 20+ physical, branded locations, serving 75% or more similar menu items
What: Any permanent menu item, exception are seasonal items, or items running for 60 days or less
When: No later than Dec 1, 2016
Where: All menus – printed, digital, online, outdoor, on apps which show distinct menu items
How: That’s why we’re here…let’s dig a little deeper…
JASON
JASON
So, ladies and gentlemen…now you know….and as all of us know…..
JASON
Knowing is half the battle. The other half is red lasers and blue lasers, which are also pretty fun. Here to talk to you about red and blue lasers, is Sarah Maki, WAND’s director of Creative Services….
SARAH
Hello everyone. Thanks for attending today. We’re excited to share a few creative pro-tips and get you thinking about the road to caloric compliance.
Let’s start with a quick test. I’m going to give you a few seconds to review two menu boards. Can you tell which one is FDA compliant? Take a look…
Sarah: Alright. Hopefully you determined that option A is in compliance. If you take a closer look at option B, it doesn’t list caloric information next to each product. There are calorie listings above the image but it’s not easy to determine which products have which counts. Plus the font is dramatically smaller and lesser in contrast to both the product name and price. And the last issue is that this board is also missing the caloric disclaimer and callout to request additional nutritional information.
And now that we know how to identify compliance items let’s talk about a few pro-tips. It’s important to note that no ONE strategy is going to be the answer to everyone's needs. However, we are confident that there are unique solutions for every brand. So let’s go…
SARAH
We work with brands with intentionally limited product choices and others that have very robust offerings. Either way, the addition of caloric information means more content and often a tweaked or updated content strategy.
The most basic strategy we can employ is to reduce price and calorie count font sizes to accommodate the addition of caloric content. When using this strategy it is vital to understand regulations and mandates around minimum font sizes. Even more important, you’ll need to take into consideration what is legible for your specific target demographic. We test these types of executions live at our onsite creative lab before they ever leave our creative department. It’s crucial to hit that sweet spot where compliance meets usability for your customers.
SARAH
But if you are one of those customers with a very, very robust product offering, there ARE solutions for you, too. Consider developing a menu layout where a limited portion of your DMB cycles through those lower demand products. That way you can keep customer favorites and high-revenue generating product top of mind with ample space for those items that are in less demand. You may even consider adding an additional DMB. The ROI on this approach could be realized quite quickly.
SARAH
There is no doubt that the FDA ruling will bring attention to caloric counts even if it doesn’t change consumer behavior. If it fits your brand and concept, use the FDA ruling publicity and awareness to your advantage. Ride the “better for you” wave!
With DMBs the opportunity lies in the flexibility of the medium. Dayparting and flexible content fields allow your brand to showcase a multitude of different fresh and healthy products. You may feature different salads each day of the week during lunch on your POP boards. And then showcase different wraps and high-protein offerings during dinner. Customers love the variety.
SARAH
Consider providing healthy choices and options as a part of a “choose your own” sides or combo meal approach. This strategy allows for the creation of a meal that suits the customer’s own taste, dietary guidelines and allows them to make the choice that is right for them.
SARAH
Make it easy for your customers to make better for them choices if you have them. Consider creating a “5 under 500 calorie” menu section in a prominent space on one of your boards. Or showcase items with “surprising low” calorie counts on all boards by using a system of marks and visual indicators that your customers can follow. A hamburger can be a delicious, high-protein healthier choice on some menus. Who would have thought it? Now this becomes an opportunity to raise awareness for products your customers may not have previously considered.
SARAH
Some concepts may choose to focus on low calorie options while others take an all together different approach. Take the focus off your caloric fields by introducing new engaging content. Caloric fields are here but they don’t need to drive the conversation with your customers.
Consider implementing a full DMB takeover. The content could be the monthly LTO, a short reel of “greatest hits” products that your customers love or excerpts from your latest broadcast campaign. These executions promote brand and product awareness while taking some of the focus away from caloric content.
SARAH
Adding descriptive menu labels can be another strategy. Instead of listing a simple product, price and caloric field line item on your menu up the ante by using a more robust product description. “Home-style patties, artisan blue cheese, ketchup, and caramelized onions on brioche roll” or “all-beef patties, American cheese, onions and ketchup on a toasted bun” is more compelling than “double burger”. Descriptive menu labels have been shown to influence the consumers’ perception of value and quality, their impression of the restaurant as a whole and whether or not they return. If this tactic fits your brand tone and product offerings, it may be an opportunity to offset the focus from product caloric fields to the product itself.
SARAH
Another tactic is to use amazing imagery and video on your boards. It’s hard to deny a beauty shot of the world’s most delicious burger. You can see the steam rising, the cheese is melted just right and it’s got all of the toppings that you love. Bacon. Mushrooms. That secret sauce. Yum! It may be 1000 calories but some customers won’t care because they are brand and product loyalists. Using high quality, dazzling imagery and motion graphics gets customer attention and may drive product choice and preference. Make them say, “Yes! I want THAT because it looks so good.”
Frankly, not every brand is positioned around light and fit product options. So, in that case, be bold, delicious and unapologetic if that fits your brand.
SARAH
Sarah: one thing I want to cover quickly before we take your questions is the creative process. It’s going to be different depending on whether you are using an outside creative agency, your in-house team or the WAND creative services team. Here is a quick overview of the process we follow with our clients:
Once a request is submitted we will schedule a discovery call where we talk about your specific content needs and create assumptions that we use to scope the project. The final project plan is inclusive of all project milestones so you know where we are and what to expect for the whole process. Once the project scope is signed we start our cycles of predetermined reviews and revisions. Upon approval of the creative, we deploy that creative to our software. And now we’re live, the customers are at your counters and you’re ready to roll.
I also want to take this opportunity to again raise awareness for the FDA compliance deadline. December 1st. So, the sooner you can create a strategy for execution and start the creative process the better. We already have a number of caloric updates and redesigns in process and starting the process now will help ensure you hit your deadline.
With that I’ll turn things back to Jason to outline some steps for success. Jason!
JASON
Determine a champion (project manager) in the organization dedicated to this
Identify who would have the calorie counts
Conduct an audit of all current menus
Document and process out the typical way menus are updated now (if not already done)
Determine approach and where to make changes (printed vs. online, static vs. digital, time to launch app?)
Manage the plan through completion
CHUCK
Recap today’s learnings
CHUCK
Questions
1-How realistic is it this will go live in 2016? The FDA has cancelled it before, and now extended the deadline – what are the chances they’ll extend this new deadline?.
2-What are the odds the FDA will bust for compliance us and what is the penalty if that happens?
3-What’s the turnaround time you’re seeing for creative? How soon should we have our calorie counts to our design team?
CHUCK
Contact us via email
Webinar slides sent out today
Webinar recording sent out next week
CHUCK
FDA Checklist on Home page – download, great one pager to give to your creative teams to use as a guide
90 second video on our You Tube channel – link will be in email with the webinar slides going out later today
Thanks for joining us!