CHEF'S COURSE // 2012

CHEF’S COURSE |

2012 CARD MEMBER PROGRAM

*COCHON 555 is a Taste Network production. All rights reserved.

COCHON

555

A PERSONAL INVITATION I’m pleased to invite you to join our new program for 2012: the Cochon Chef’s Course Program.

We are proud to announce that a portion of the proceeds of “Chef’s Course” will benefit the James Beard Foundation.

It’s our way of saying thank you to those supporting responsible agriculture.

Best, Brady

2012

COCHON

555

2012

BECOME A MEMBER BECOME A MEMBER OF A NATIONAL DINING CLUB / COCHON 555 is launching a special dining incentive in 2012 to reward

our national community for supporting heritage agriculture and local food producers. Created with the independent restaurant in mind, this program was developed by a group of chefs with common goals to: • • • •

enhance guest experience identify responsible and affluent members in our food community promote heritage agriculture and support local farms increase guest interaction, social dining and check averages

Consumers across the country are signing up to enjoy the exclusive membership benefits of the Cochon Chef's Course program. What is it?

Chef's Course is a complimentary tasting portion (3-4 bites per person) served to the guests of the table as a gift from the kitchen. The Chef's Course is always a surprise, delivered at the discretion of the chef -- typically a product of a daily creative or inspired moment, utilization of the ingredients on hand. The timing is up to the chef. The portion size might be an amuse, a half-sized appetizer or a 3-bite tasting portion per person. It could be a shared salad for the table, a demi-cup of soup on a cold day and, if the table orders aggressively (i.e. a ton of food), a chef may choose to enhance their experience even more.

The program is designed to stimulate the spirit of community dining and spontaneous social experiences. It's our way of recognizing exceptional consumers who passionately support our causes and way of life.

BENEFICIARY A portion of the proceeds of Chef’s Course will benefit the James Beard Foundation.

COCHON

555

RESTAURANTS /

HOW IT WORKS

CONSUMERS & HOW IT WORKS / CARD HOLDERS enjoy one year

of benefits including:

• Complimentary Chef’s Course at participating restaurants around the country • Insider information and pre-announcements about special events • Discounts with National Partners (Le Creuset, Family-owned wineries, etc)

RESTAURANTS & HOW IT WORKS / PARTICIPATING RESTAURANTS enjoy one year of benefits including: • • • • • • • •

Marketing to a focused membership limited to 1000 people nationwide Inclusion in a robust national marketing program including announcements from our national partners including: James Beard Foundation, Le Creuset, Blackberry Farm and Murray's NYC among other notables Once signed-up for Chefs Course, partners will receive a welcome kit including a laminated one-pager for training FOH, a letter for your PR Team and [1] Partner “lifestyle” card with exclusive, deeper national benefits Cochon will take care of the rest and, best of all, there is no cost to you...

Cardmembers understand this program is our way of saying thank you, to them and to you, for supporting heritage agriculture. The program will accomplish two goals. First, it will identify a Cochon supporter, someone who spends over $450 per dining experience. Secondly, your participation will ignite a conversation at the table about Cochon, heritage pigs, and the James Beard Foundation. Cochon Chef’s Course will bring the consumer a giant step forward in support of a higher-priced, premium products raised and prepared with purpose and passion.

2012

COCHON

555

NATIONAL PARTNER / HOW IT WORKS ONLINE ORDERING & THE TERMS / Card members enjoy one year

of benefits from National Partners such as perks and online savings.

The terms are: • • • • • • •

Membership Period 01/01/2012 thru 12/30/2012 Merchandise partners give a discount, members then buy from your website Wineries can give 10-20% as incentive to order direct Lodging partners can provide exclusive overlays when making reservations Retail partners can give in-store incentives and online discounts Non-Profits can offer discounts on Annual Memberships Give the community Pre-announcements about special events & products

HOW IT WORKS / THE PROMO CODE // “THENEWPORK” • • • • •

Users are emailed the code and promos frequently Your listing on Cochon555.com links directly to your webstore “THENEWPORK” promo code offers a discount Users buy from you, you collect their information Partners can socialize any specials via @COCHON555 and @CHEFSCOURSE on Twitter and get Re-Tweeted

2012

CHEF’S COURSE |

THE CARDS

COCHON

555

2012

CARDHOLDER# 2012 555 1234 PROMO CODE# USTOUR 12/26/2011 - 01/31/2012 VALID DATES

ONE “LIFESTYLE” PREMIUM ALLOTED ONE PER PARTNER • • • •

Complimentary Membership Chef Discount at all COCHON events Deeper Discounts from National Sponsors (i.e. wineries, knives, cookware)

STAFF TRAINING | CHEF’S COURSE PROTOCOL

//

8.5x11 LAMINATED PAGE FOR KITCHEN MAILED DEC. 10 WHAT TO DO WHEN I SEE THE CARD

CARDHOLDER# 2012 555 1234 PROMO CODE# USTOUR 12/26/2011 - 01/31/2012 VALID DATES

SEE A BLACK CARD? SAME PROTOCOL BUT ALERT CHEF ASAP IF ONE IS PRESENTED

THE TERMS / Card holders terms are subject to the terms of their Agreement and terms are accessible 24/7 via email access - terms@cochon555.com • • • • • • • • • •

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 email Guests must presented 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 dieatary limitations Guests must announce "Chef's Course" and any allergies to the server Guests must place a final order with server

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

COCHON

555

2012

FAQ’S

WE GOT SOME ANSWERS

Q: WHAT ARE THE BASICS?

A: 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 email for reservations, or both.

Q: HOW DO CARD HOLDER’S KNOW THE RULES AND TERMS OF THE PROGRAM? A: Terms will be available 24-7. An email is listed on the back of each card in case the member has questions regarding the program.

Q: DO MULTIPLE CARDS EQUAL MULTIPLE COURSES?

A: No, only one benefit applies per visit. Restaurants will offer one course (min. ½-appetizer or tasting portion per person) at the sole discretion of the chef.

Q: HOW MANY TIMES A WEEK CAN THE CARD HOLDER USE THE BENEFIT?

A: 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.

Q: WHEN MULTIPLE CARDS SHOW UP A TABLE, WHAT HAPPENS?

A: There will only 1000 Card Holder’s nationwide, so multiple cards at table will be rare. In the case this happens, only one benefit per table.

Q: I HEARD 20 PEOPLE IS THE CUTOFF FOR GROUP BENEFITS. IS THIS TRUE?

A: 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 ½-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.

Q: HOW DO WE TRAIN OUR STAFF?

A: In December, 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).

WHY? Identify those Cochon guests with average spending of $300-$1000 on dining events · Incentive higher beverage sales · Build loyalty with good customers · Keep heritage agriculture in conversation · National exposure on high-traffic website

THE WEBSITE |

COCHON

Default Landing Page

BECOME A MEMBER OF A NATIONAL DINING CLUB / COCHON 555 is launching a special dining incentive in 2012 to reward you, the diner...

555

2012

THE WEBSITE |

COCHON

(going live Dec. 5th)

BECOME A MEMBER

2012 RESTAURANTS NATIONAL PARTNERS

Now is the time to sign up and enjoy exclusive membership in our new Chef's Course program. Chef's Course is designed to reward you for supporting heritage agriculture and local food producers. As a member, you will be entitled to a complimentary Chef's Course (an amuse, appetizer, or family-style entree) whenever you dine out at participating restaurants.

COCHON Cardmembers enjoy one year of benefits*, special perks, and savings, including: - Complimentary Chef's Course at more than 60 premier restaurants around the country - Insider information about special events - Priority Entry for all COCHON events - Discounts from National Sponsors (i.e wineries, knives) - Card Valid 12/26/2011 thru 01/31/2012

HOW IT WORKS - Check the Website regularly for program updates - Reservations are required by Phone or Email - Please announce "chef's course" when making reservations - Alert your server of allergies at the time of ordering the meal - Chef will create a complimentary taste for your table - Membership fee is $50 a year // $20 of that will be donated to the causes we care about...

555

2012

RESTAURANT PARTNER

TICKETS

2012 RESTAURANTS NATIONAL PARTNERS

SAXON + PAROLE - website Brad Farmerie - chef bio 210 New York Street - open tues-sun Cuisine: Free-spirited America Classics ...more Reservations: 212-343-7011 // email TORO Restaurant - website Jamie Bissonnette & Ken Oringer - chef bios 245 Washington Street - open sun-sun Cuisine: Tapas, small plates and cocktails ...more Reservations: 212-675-7223 // email Lark - website John Sunstrom - chef bio 200 South Seattle Street - open sun-sun Cuisine: Seasonally influenced menu ...more Reservations: 301-900-0023 // email

Michael Mina San Francisco - website David Varley - chef bio 100 California Street - open sun-sun Cuisine: New American, Classic Cocktails ...more Reservations: 707-555-2443 // email

COCHON

555

2012

NATIONAL PARTNER

TICKETS TICKETS

2012 RESTAURANTS NATIONAL PARTNERS

LE CREUSET - website OFFICIAL COOKWARE OF COCHON US TOUR 15% OFF online purchases - code: THENEWPORK First Access to Cochon Cookware - get listed

BLACKBERRY FARM - website GRAND PRIZE OF GRAND COCHON 2012 Private Tasting with Butcher Michael Sullivan - inquire Special Tasting Course in The Barn - inquire

ELK COVE Vineyards - website WINE PARTNER OF COCHON US TOUR Limited Edition Cochon Rose - buy direct here 15% OFF winery purchases - code: THENEWPORK

MURRAY’S Cheese - website 254 Bleecker St. // (212) 243-3289 Gourmet & Artisan Cheeses and Specialty Foods THE DEAL: 15% OFF Online Orders

JAMES BEARD FOUNDATION - website 20% OFF New Memberships - code: THENEWPORK

COCHON

555

2012

CHEFS COURSE |

COCHON

24/7 Auto-reply of Member terms

TERMS & FAQs Each card has an email address. terms@cochon555.com Users can email us for the terms 24 hours a day, 7 days a week.

Instant Reply includes list of current participants and rules.

Terms of the program are always available to partners and members.

Membership is limited to 1000 people nationwide. This is a great way to engage our Cochon community.

555

2012

5 CHEFS, 5 PIGS, 5 WINEMAKERS

FOURTH NATIONAL TOUR NEW YORK CITY KICK-OFF | JANUARY 22ND | WWW.COCHON555.COM TO CELEBRATE THE RELEASE OF COCHON CHEF’S COURSE AND START OF THE US TOUR, EVENTS HAVE BEEN PLANNED FOR THE WEEK OF JANUARY 19TH. AN AMAZING LINEUP WILL GATHER AT THE JAMES BEARD HOUSE TO SUPPORT LOCAL AGRICULTURE AND HELP USHER IN THE 25TH ANNIVERSARY YEAR OF THE JAMES BEARD FOUNDATION. DON’T MISS A MAGICAL DINNER WITH BLACKBERRY FARM ON THURSDAY, JANUARY 19TH AND AN EPIC FEAST OF HERITAGE PORK WITH CHEFS OF COCHON ON FRIDAY, JANUARY 20TH PAIRED EXCLUSIVELY WITH CHAMPAGNE LAURENT-PERRIER, NOW CELEBRATING ITS 200TH YEAR.