BACKGROUND ON CHEFS COURSE PROGRAM

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2 INDEX WHAT IS CHEF S COURSE? SERVING THE CHEF S COURSE MINIMAL STAFF TRAINING ANNUAL BENEFITS FAQs HOST A DINNER HOSTING BENEFITS BACKGROUND ON CHEFS COURSE PROGRAM Chef s Course was a program that launched successfully in Chef s Course is a rewards program (for consumers wanting to connect directly with supporting responsible agriculture) and a portion of the proceeds will benefit The James Beard Foundation. The program is pretty simple, participating restaurants provide card members a complimentary tasting portion (3-4 bites per person) as a gift from the chef. There are no discounts, no gimmicks, just a reward based on making a proper reservation in advance, giving us adequate time to identify those spending theirvaluable time money on events, restaurants and causes they believe in.the program was designed by chefs with ultra-light training in mind. The frequency of cardholders at your establishment range from a handful (5-6) to about times annually, but those visitors are high profile guests you want to know and reward. The marketing umbrella in 2012 reached 450,000 people who looked at the restaurants listed on our website, they read about it in the James Beard Newsletter or in the media. In 2013, the program doubled with the launch of Chef s Course Dinners that take place the Friday night before Cochon. In late 2013, we launched the Top 100 Whole Animal Restaurants list and our 250 Heritage Breed Pig Farm Directory, both of which will draw moreattentionto the Chef s Course program. If you want a million sets of eyes on your restaurant(s) in 2015, please consider signing up. It s painless and free. A PORTION OF THE PROCEEDS WILL BENEFIT THE JAMES BEARD FOUNDATION It s our way of saying thank you to those supporting responsible aggriculture.

3 CREATED BY CHEFS Chef s Course is a dining incentive program created to reward a community of affluent consumers who champion local agriculture and honest food sources. Participation comes at a zero cost. A program for chef s and consumers alike, designed to drive more revenue to participating restaurants and merchants. Participation has zero risk, a few penny s worth of food in return for tons of exposure in a national community. We created a powerful referral tool, a program that stimulates the spirit of community dining and spontaneous eating. As chefs, we love providing complimentary snacks to qualified customers who support our business. Chef s Course is your tool to identify those unknown champions in the crowd, and gives you the chance to build a relationship with them. CREATED WITH THE INDEPENDENT RESTAURANT IN MIND The program enhances guest experiences and table side conversation Identifies responsible and affluent members in the food community Promotes the conversation of heritage agriculture and supports local farms Increases guest interaction and check averages Gives back annually to The James Beard Foundation

4 WHAT IS IT? 1 A rewards program created by chefs with over 60+ partners nationwide providing rewards to diners & online buyers.

5 2 3 Annual Card-Holders are connected to a national network of chefs, farms, and lifestyle brands. The program is pretty simple, participating restaurants provide card members a complimentary tasting portion (3-4 bites per person) as a gift from the chef. There are no discounts, no gimmicks, just a reward based on making a proper reservation in advance. 3

6 SERVING THE CHEF S COURSE Chef s Course is always a surprise, delivered at 100% discretion of the chef. A remnant of a special, spontaneously inspired in hopes to burn surplus ingredients on hand while supporting local sources. The portion size and timing is at the chef s discretion. A half-sized appetizer, an amuse, demi-cup of soup on a cold day, or a three-bite tasting for each per person sitting at the card-holders table. It can be served family-style, or individually. Chef s Course is a complimentary tasting portion (3-4 bites per person) served to a guest (cardholder) as a gift. For online merchants, resorts, or retail shops, we suggest a 10-15% discount code. If the table orders aggressively (i.e. a ton of food), a chef may choose to enhance their experience.

7 Annual memberships are only $50 for consumers and totally free for our partners. GUESTS MUST FOLLOW THE BASIC RULES TO QUALIFY: Make reservation in advance, with confirmation Announce Chef s Course and aversions upon arrival Upon final ordering, Chef will design the tasting benefit* Card holder must spend a minimum of $50 during visit 5

8 MINIMAL STAFF TRAINING Respect & Greet the Guest. They support restaurants and the good food movement. Chef s Course is exclusive to consumers who support responsible agriculture Guests cannot request their course. It s a surprise from the kitchen--make it fun! Guests cannot combine Chef s Course with any other coupon or discount program Guests must make reservations in advance, by phone or Guests must present card in person // benefits limited to parties of 20 or less Guests must meet a $50 minimum during the meal in order to qualify for Chef s Course Guests must order as usual, service staff must inquire about dietary limitations Guests must announce Chef s Course and any allergies to the server Guests must place a final order with server

9 sample kitchen laminate CHEF S COURSE IS AT SOLE DISCRETION OF THE CHEF Chef will review the final order placed by the table Chef will plan the course based around the dining choices & guest limitations Server should inquire about the timing of the Chef s Course, beat the mark and suggest a wine Server should deliver the course the table and say, With the compliments of the chef Server should describe the dish and offer a drink or wine pairing suggestion THE TERMS Card holder terms are subject to the terms of their Agreement and are accessible 24/7 via access 9

10 ANNUAL BENEFITS PARTNER ANNUAL BENEFITS Identify new customers spending $450 food experiences and supporting the good food movement. Cardmember s share their experience with friends leading to referrals supporting your business. Your gift will ignite a conversation table-side about Cochon555, heritage pigs and the James Beard Foundation. Good food for thought. Chefs Course is an interactive marketing tool targeted at consumers looking to support great chefs and businesses. A portion of each Chef s Course card sold will benefit the James Beard Foundation scholarships program. Chef s Course is an interactive marketing tool for consumers looking to support great chefs and businesses. Confirmed Partners receive [1] Black Card Partner Card with exclusive benefits (only 100 given out per year) Complimentary phone support with Team Cochon when looking for heritage breed pig farmers. A great program that comes at zero cost to you. CARD HOLDERS ANNUAL BENEFITS Complimentary Chef s Course at participating restaurants around the country Receive first news about The Dinner Series and other special events Online Discounts with Merchants of the tour (cookware, familyowned wineries, etc)

11 WANT A MILLION SETS OF EYES ON YOUR RESTAURANT(S) IN THIS YEAR? IT ONLY TAKES 20 MINUTES TO BE A PARTNER, AND IT S FREE. 20 MINUTES 11

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13 FAQs WHAT ARE THE BASICS? Card holders are required to book the reservation ahead of arrival. Card Holder must present the card in person. The Chef s Course Partner will provide a booking contact number or for reservations, or both. HOW DO CARD HOLDER S KNOW THE RULES AND TERMS OF THE PROGRAM? Terms will be available An is listed on the back of each card in case the member has questions regarding the program. DO MULTIPLE CARDS EQUAL MULTIPLE COURSES? No, only one benefit applies per visit. Restaurants will offerone course (min. 1/2 appetizer or tasting portion per person) at the sole discretion of the chef. HOW MANY TIMES A WEEK CAN THE CARD HOLDER USE THE BENEFIT? A guest could use the benefit every day. Your benefit is being able to track new customers and reward them for the business. Take this opportunity to expire seasonal surpluses or get them to explore and try something different. WHEN MULTIPLE CARDS SHOW UP A TABLE, WHAT HAPPENS? There are a limited number of Card Holder s nationwide, so multiple cards at table will be rare. In the case this happens, only one benefit per table. I HEARD 20 PEOPLE IS THE CUTOFF FOR GROUP BENEFITS. IS THIS TRUE? If the group is 21 people, Chef s Course does not apply (only groups 20 and fewer). As the chef, you can review the ticket and ask your server if they are just cocktailing or ordering full meals. Cocktailing would equal a light snack based on spending behaviors. If the group is ordering dinner, we suggest a tasting portion equal to a 1/2 appetizer. In the end, if a 20-person group arrives, you can decide on the timing (amuse vs. mid-course) and guide extra revenue by strategically placing the course, thus adding incentive for another bottle of wine or round of drinks. HOW DO WE TRAIN OUR STAFF? Partners will receive [1] laminated Training Page for the kitchen. The page will explain What do I do when I see the card? with reactions (photocopy friendly, ready for staff lineups). 7

14 HOST A DINNER We are looking for restaurants to host a guest-chef dinner as part of the COCHON Weekend. Dinners take place on Friday night at 7pm. Host restaurants are responsible for standard dinner logistics, event public relations and expenses similar to hosting any in-house event. Cochon will assist in chef invites, local and national marketing and the initial planning stages. Together, we will establish a cost per guest and make sure the restaurant does not displace any existing revenues. Cochon has existing partners that could provide product support, social media marketing, and are willing to buy tickets. The host restaurant collects the monies and keeps the profits. Cochon requests [10] seats at dinner, in return Cochon will donate $500 to the James Beard Foundation. The restaurant is available to make additional donations to the James Beard Foundation.

15 DINNER BENEFITS Get your Public Relations team involved with the Cochon weekend, great press opportunities Rights to use Cochon mark in public relations promoting the dinner Logo/Link inclusion on local sponsor page/ Cochon 555 Website Marketing of event with promotional partners (we can make introductions to UrbanDaddy) Logo/Link inclusion on the website and newsletter to announce details of the dinner [2] VIP Guest Passes to COCHON 555 for hosting of dinner DINNER LOGISTICS Chef s Course Dinner Series featuring Past Cochon Chefs 5 Chefs, 5 Courses (suggested price $125 per person all inclusive) Dinner on Friday night at 7pm (reception hour + seated dinner) Attendance depends on your venue capacity (suggested 40 people) Guest Chefs cooking [1] course + [1] amuse per person, keep it fun Ask us about Beverage & Product Partners DETAILS To see dinner listings or menus from previous dinners, check out:

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