2012 Foodservice Rewards Recap

Foodservice Rewards provides visibility and measurable results for sponsors…

In 2012, a record number of operators earned points and had more SKUs to earn from.  Here’s a quick recap of major Foodservice Rewards statistics in 2012.

Sponsors – 32

Brands – 127

SKU’s – 2,951

New Operators -17,541

Redeeming Operators – 86,311

Cases Tracked – 22.5% of cases labeled were tracked or 19,361,193 total cases

Promotions – 113 resulting in an average of 12,208 incremental cases and 471% ROI



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2011 in Review

Once again our year in review statistics and KPI’s continue to demonstrate that Foodservice Rewards is a compelling program to reach and engage Operators. Below is a review of 2011 activity and trends within Foodservice Rewards for North America.

  • Sponsors and Products: There were 29 active Sponsors in the program. During the year Operators were able to redeem codes from 140 brands and 2,874 SKUs –representing a compelling portfolio of potential reward points to drive engagement.
  • Labels: BI shipped 96,691,594 labels to more than 150 manufacturing plants actively labeling in North America. That’s a 6% increase in cases labeled versus 2010.
  • Redemptions: During the year, a record 20,370,658 cases were redeemed by 84,302 operators (think reach). That’s an average of 242 cases redeemed per operator (think engagement).
  • New Enrollments – We also experienced a record number of 21,553 new enrollments in 2011, up 7% over 2010.   
  • Attached Operators: On average, Sponsors have over 35,000 unique operators “attached” to them through code redemption of products they’re labeling. In terms of unit reach this unique visibility creates an opportunity to manage and influence a “down the street” customer base as large as many chain accounts. For perspective, McDonald’s and Subway operate about 33,000* and 36,071* restaurants, respectively. (*Source: McDonald’s and Subway Corporate web sites on 1/30/12)
  • Redemption Rate: From a Sponsor perspective the average redemption rate was 20%. That means Sponsors (on average) have visibility to 20% of the operators buying participating products as well as the opportunity to track, retain and grow them.
  • Acquisition Analysis: The average Sponsor had an Acquisition Contribution (A/C) Score of 67%. This means that, on average, Sponsors paid for 67% of their total Foodservice Rewards investment with newly acquired customers*. (*New customer defined as an operator being a Foodservice Rewards member for at least 90 days and not redeeming a product code from that Sponsor during that period.)
  • Promotions: Sponsors ran 146 promotions in 2011. The average promotion resulted in 9,219 incremental cases being redeemed by 1,220 Operators with a calculated ROI of 274%.
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2011 Foodservice Rewards Operator Metrics

After 10 years, Foodservice Rewards continues to deliver…

2011 remained a difficult year for the foodservice industry.  However, Foodservice Rewards continued to show increased operator enrollment numbers.  Transitioning these operators to true “Foodservice Rewards” mavens with ongoing engagement  has become more of a challenge (2012 gamification promotions will assist).  One thing remains clear from our FSR_KPI_Reporting_Q4_2011, when an operator engages, they continue to increase purchases among the participating products and sponsors of Foodservice Rewards.

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2010 in Review

The Year in Review shows that Foodservice Rewards continues to deliver results in spite of the tough economic environment that hit commercial “street” restaurants particularly hard…

According to NPD’s Fall 2010 ReCount®, the number of independent restaurants declined by 5,460 units (or two percent) last year.  In spite of those numbers – or perhaps because of the resulting margin squeeze – operators joined Foodservice Rewards in record numbers. 

  • Enrollment – 21,361 new operators enrolled in Foodservice Rewards last year.  This is a 17% increase from the past two years where enrollments hovered around 18,000.  Our new Enrollment Specialists contributed to the growth completing 16,978 calls and enrolling 1,928 new operators.
  • Redemptions – 81,458 operators redeemed 18,838,629 cases last year.  That’s an 8% increase in redeeming operators and cases.
  • Labels – 98,586,177 or 13% more labels were shipped to 259 plants in North America in 2010 than in 2009.
  • Promotions – 149 promotions were run in 2010, a decrease from 167 in 2009.  This was the first decrease we have seen and was driven by tighter sponsor budgets.  Promotion results improved to an average ROI of 256% or 11,729 incremental cases redeemed by 1,264 operators.

The 4th quarter KPI’s provide additional insight and are a positive measure of Foodservice Rewards continued value to our industry partners.

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Newsletter, DSR Program, Scanners, KPIs

This month’s Sponsor Update covers our newsletter redesign, the winding down of the DSR incentive, new scanners and updated KPI’s…

This sponsor update covers a number of topics, among them the decision taken at the September Sponsor Meeting to phase out the DSR incentive portion of our program. Over the years, we’ve worked hard to enroll and engage DSRs in Foodservice Rewards. In fact, you may recall that for about three years, we had a full-time person working on DSR enrollment and engagement.

However, only a few thousand DSRs enrolled in the program and a small percentage of them actively engaged. Going forward, existing DSRs can continue to earn points through Sponsor promotions and overrides and can redeem their points for merchandise (their points don’t expire). With the upcoming website re-design, DSR’s ability to enroll will be eliminated and points override earnings will end April 30th, 2011.


Q3 2010 KPI’s

Q3, 2010 KPI’s reveal a continued growth in the quality of newly acquired operators…

Here are the quarterly KPI’s for April/May/June of 2010.

While the pace of Operator Acquisition has slowed, Acquisition Quality is at record highs, and operators continue to redeem a greater number of products from more Sponsors. As it has in past quarters, retention remains on our watch list and win-backs remain steady.

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1st Quarter 2010 KPI’s

1st Quarter 2010 KPI’s continue to show strength…

Here are the quarterly KPI’s for January/February/March of 2010.

Some highlights: Enrollment remains strong, operator activity in the first 30 days is at near-record highs, operators continue to redeem more products from more Sponsors, retention remains on our watch list and win-backs remain steady.


2009 in Review

The year in review statistics and 4th quarter KPI’s continue to show growth despite a tough economic environment…

Sponsors, Operators, and Foodservice Rewards staff worked well together last year and the resulting 2009 4th Quarter KPI’s are holding steady despite a tough economic environment.

  • Labels: BI shipped 86,819,377 labels to 237 manufacturers’ plants in North America.
  • Redemptions: 75,523 operators redeemed 17,373,324 cases – that’s a 5% increase in cases and a 6% increase in operators over 2008 – and just shy of 50,000 codes per day.
  • Promotions: Sponsors ran 167 promotions – a 55% increase over last year. ALL Sponsors ran at least one promotion during the year – a first perfect season – and the average promotion resulted in 8,436 incremental cases being redeemed by 1,116 operators with an ROI of 167%.
  • Customer Service : Our customer care team handled 14,809 calls and emails.
  • Special Requests: The Operations Team ran 496 special reports. This number does not include the hundreds of reports provided by your Coalition Managers.
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    Q4, 2008 KPI’s

    The Q4, 2008 KPI’s reflect the economy’s broader malaise, albeit with some bright spots

    Included with this update are the latest quarterly metrics through December 31, 2008. Some highlights:

  • Enrollments are rebounding.
  • Activity 30 days after enrollment remains high.
  • Operators continue to redeem more product from more Sponsors.
  • Retention continues to be an issue.
  • Re-engagement remains steady.
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    2nd Quarter 2008 KPI’s

    Here are the 2nd quarter 2008 KPI’s in which we introduce a new measure winbacks

    Here are the standard Key Performance Indicators we’ve tracked for years, plus a new one: Progress with coaliton-wide winbacks attributable to our telemarketing efforts which we have expanded from three FTE’s to four (with additional two open positions to fill based on these results.)


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