Performance Foodservice 2020 Local Marketing Program

Driving Growth.

Delivering Results.

2020 Sales & Marketing Program

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CONTENTS A Focused Vision A Foodcentric Sales Approach A Complete Team Commitment Developing Your Strategy Plan Motivate Engage Reinforce Capitalize Strategic Levels Additional Resources Partnership Commitment 2020 Event Schedule

4 6 8 9 10 12 13 13 13 15 17 19 21

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We are established experts who evolve with the times.

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a focused

VISION

We’re in the success business. Success for our customers starts with great tasting ingredients and delicious recipes, but we believe in going beyond just food. We’re a partner they can rely on for accurate deliveries, high quality products, innovative technology, and custom solutions to keep their culinary business cutting edge.

Our customer-centric focus sets us apart. At Performance Foodservice our mission is clear. We continuously strive to be the industry leader in foodservice distribution by delivering world-class innovative products and value-added services that enable our customers’ success and support enduring supplier relationships. We take great pride and care with our customer-centric focus. This strategy allows us to provide an enhanced customer experience and it is the core of every function of our business.

Our secret ingredient is our people. In 2020 we will continue to explore unique opportunities which may enhance our value proposition and strengthen our relationships and exposure with our customers, associates, and supplier partners. As a partner in the 2020 Sales & Marketing Program, you will continue to benefit from the enhanced visibility across our distribution networks through events such as Buying Shows, Sales Meetings and various promotional efforts, but with fresh, newly defined expectations. Additionally, there are à la carte opportunities available to gain more granular access to our sales and marketing leaders, sales associates, buyers, and customers. Your participation in these exclusive opportunities provides powerful insights to strategically grow our businesses.

We’re creating opportunities to excel through growth and leadership in the industry. With over 130 sales associates, we will roll up our sleeves and work tirelessly to deliver results. We look forward to our future and our partnerships with our most strategic suppliers. Thank you for your continued alignment with our vision for evolution and focus on our customers’ success.

DANNY BERRY Regional President

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5

a foodcentric

SALES APPROACH What does this mean to our customers, suppliers and associates?

Our FoodCentric Sales approach is completely focused on providing our Sales Team with clear and defined solutions to support our foodservice operator’s success. Our continued commitment to be the best foodservice distributor in the industry is so much more than just fancy words...it is a lasting promise to provide a healthy on-trend foodservice solution to create a memorable experience.

For 2020 we are committed to introducing and selling more products, via our “New Account” and “Account Penetration” promotional strategies. Through maximizing our partnership with the available technology to track and monitor our success, we have created a simplistic approach to improve our service, dependability and our foodservice operators’ confidence.

The continued insights into our various technology platforms will ensure we provide access to the right people and we drive our sales efforts through the right supplier partners.

We look forward to an exciting 2020 Sales & Marketing Program and need your enhanced commitment to ensure our mutual success. Join our team as we implement our strategies and provide a true FoodCentric Experience.

KYLE COTTENGIM

Vice President, Sales

DAVID CROSSLEY

Regional Sales Manager

KEITH MAINS

Regional Sales Manager

STEPHAN KRAHN

Regional Sales Manager

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Understanding our customers’ perspectives and experiences can help suppliers understand how to embrace change, learn from it, and become leaders in the industry.

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a complete

TEAM COMMITMENT Our 2020 Sales & Marketing Program will focus on heightened visibility and exposure to drive our simplistic approach to case growth and strengthen our key customer partnerships. We will expand our offerings via programs such as the Top-to-Top Key Customer Experience and various Sales & Customer Awareness Summits which identify increased case sales opportunities to support our “New Account” and “Account Penetration” sales initiatives.

Culinary tradeshows, focused training and customer facing events will provide category and brand focus. Led by our sales associates, our operating company will drive case and SKU growth to our operator customers throughout the year and share in the rewards of growth.

Our focus includes enhanced sales associate training through venues such as internal and external events. Suppliers will also enjoy increased access, exposure and visibility through greater opportunities to interact face-to-face with our operator customers.

Questioning and testing ourselves with knowledgeable data will help us have the power to find solutions, improve, and offer a creative output for growing our business.

RON CASTLEMAN Vice President, Procurement

JANEAN DEYOUNG Vice President, Human Resources

BRAD CHAMBERS Vice President, Business Strategies

JOY WHITESIDE Vice President, Finance

TIMOTHY C. WOODS Vice President, Marketing

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developing

YOUR STRATEGY SHARED VALUES IN ACTION We want to help you grow your business with PERFORMANCE Foodservice, Milton’s. By becoming a key part of our Sales & Marketing Program, you can ensure your products and company information will reach your target audiences. We offer various tiers to help you achieve your objectives and maximize your visibility. We also offer select opportunities, via additional engagement resources, to enhance your exposure throughout the year.

PLAN Strategic Planning Meetings Meet with Category Management, Sales and Marketing to review business progress and determine resources needed to increase case growth. During this meeting you will discuss and take an in-depth look at your product line and its overall performance. This information will set the direction for how we partner to foster new case growth.

Top to Top Review Meetings We are committed to scheduling Top Management meetings to evaluate program potential and opportunities on a defined and routine basis.

Business Development Specialist Programs PERFORMANCE Foodservice has six specialists available to assist Top Level Supplier Partners with structured user opportunities, blitzes, SKU rationalization, customer profile evaluation, etc.

Core Item Analysis Category Management, which is a distributor/supplier process of managing categories as strategic business units, producing enhanced business results by focusing on delivering customer value, begins with Core Item Analysis. The analysis should identify opportunities for the Top Supplier Partners to strategically manage their product line and ultimately drive operational improvements.

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MOTIVATE Digital Publications - Enhanced Access Don’t miss this opportunity to advertise your line of products in today’s digital age to foodservice operators. This communication platform utilizes the latest in technology (text & email) to keep your brand in front of the ever-growing foodservice audience.

Video Training Tools - “Food Mood Media” Embrace today’s video communication network to post your new product launches, point-of-sale and/ or rebates to our Area Managers. This information will be featured on our sales teams laptops, iPads and available cell phones.

Operator Savings Platform Ensure our key foodservice operators see your latest rebates, deals or special offers, via our MealTicket technology. Complete details on your special offer will be featured, including the start, end and post marked by dates, to ensure you obtain maximum exposure for your company’s areas of focus.

Being a member of the Sales & Marketing Program means you can receive access to all event and marketing channels. We offer opportunities to meet with team members at all levels from top decision makers to our “feet on the street” Sales Representatives to ensure complete collaboration and success.

We truly consider our marketing and sales teams as an extension of your team – all focused on your business.

ENGAGE Direct Foodservice Operator Access Having direct Foodservice Operator Access is key to creating the face-to-face time to show and sell your products.

With our direct access to field-work you will find our schedules are manageable and yield case growth results. Our Area Managers will be motivated by vendors wanting to create the most effective partnership opportunities and will schedule time accordingly by the District Sales Managers to help accomplish our mutual goals. This program is monitored internally

by Sales Leadership with the enhanced MealTicket reporting tools. Access to the sales force will be determined by the vendor’s commitment level.

REINFORCE Regional Sales Meetings This proven platform to train continues to be one of our greatest ways to engage with our Sales Team. The continued value of our District Sales Meetings grows through seeing and tasting new items, slow moving items, or just revisiting your latest product portfolio. This option provides each vendor partner the opportunity to set up a vendor fair presentation table with products for the sales force to visit during each (DSM) meeting.

Vendor Specific Advanced Training Workshops Training is an essential part of our success in the marketplace. Top Supplier Partners will be offered the opportunity to participate in our new sales associate advanced training classes, as well as periodic focused sales training specific to groups of sales associates that have been identified as under-performing in that vendors product line (determined using the void matrix and other sales analysis tools).

CAPITALIZE Social Media Marketing Our presence in the social environment continues to grow with tools like Twitter, Pinterest and Instagram which are making social media the preferred channels of communication and source of information for independent business owners. Our followers have increased exponentially over the years and will continue to do so as we continue to market and promote key foodservice products and services.

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STRATEGIC LEVELS Building ideas and expanding our network of partners, solutions and opportunities is the driving force behind our new Sales & Marketing Program. From operator customers accessing recipes and ideas via social media channels to sales associates sharing your product specs, features and benefits with their customers, the program continues to offer valuable exposure.

COMMITMENTS DUE BY DECEMBER 31, 2019 Please select one of the marketing program levels of participation to best fit your company’s business objectives. The Category Management and Marketing teams are available to answer your questions. We will meet with you to determine which level will provide you the greatest opportunity for exposure and growth across our combined operating companies.

PLATINUM LEVEL

Provides maximum exposure, includes many benefits that are exclusive to this level. The Platinum level is focused on building strategic relationships between Performance Foodservice suppliers, Area Managers and our best customers.

GOLD LEVEL Designed to give suppliers local exposure relative to category or segment growth across our operating companies.

SILVER LEVEL Designed to give a supplier who is utilizing many of the marketing tools and services an even greater degree of exposure and selection of marketing platforms.

BRONZE LEVEL

Provides an entry level opportunity for exposure with our operating companies that traditionally are more focused on national partners and strategic local suppliers.

Ă€ LA CARTE - ENTRY LEVEL

This level is a business building level and it is not a permanent level of support. It provides an entry level of exposure to build a case base and gain momentum for future sales and marketing support.

Guidelines & Special Notes: Campaign participation fees are negotiated with the Category Manager, Buyer and Marketing Team.

Note: Quarterly promotions, show management fees and/or allowances are not included in this Sales & Marketing Campaign.

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Plan

PLATINUM

GOLD

SILVER

Strategic Planning Meetings

Qrtrly

Semi Annual

1

Reporting/Core Item Analysis

X

X

X

Key Customer Business Meetings

X

Access to Company Specialist

X

District Sales Leadership Access

X

X

X

PLATINUM

GOLD

SILVER

BRONZE

Culinary Trade Show

(2) Booths

(1) Booth

(1) Booth

1/2 Booth

Key Customer Events

X

X

X

Participation in Golf Outing(s)

2

1

*

Preferred

Monthly

Q2&Q3

Q3

PLATINUM

GOLD

SILVER

BRONZE

Digital Publications

4

2

1

*

Video Training Tools

Monthly

Qrtrly

Semi Annual

1

Quarterly Promotions

*

*

*

*

Capitalize

PLATINUM

GOLD

SILVER

BRONZE

Twitter

X

X

X

X

Pinterest

4

X

X

X

Instagram

X

X

PLATINUM

GOLD

SILVER

BRONZE

Regional Sales Meetings

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6

4

2

Vendor Specific Sales Workshop

X

X

X

Engage

Access to Foodservice Operator Program

Motivate

Reinforce

BRONZE

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additional

RESOURCES This year we have identified additional strategic and visibility opportunities to interact with operator customers, sales associates and our leadership. All levels are invited to review the opportunities below designed to grow our mutual businesses. Several opportunities have limited availability and are initially restricted. Please consult with your Category Manager or the Marketing Department for more details.

CONCEPT DESCRIPTION

CONCEPT DETAILS

PRICING

ESCAPE TO PARADISE CUSTOMER & SALES PROMOTION

Participate in a customer & sales incentive promotion geared to drive incremental cases and increase sales on all products for participating vendor partners.

Top Tier - $45,000 Second Tier - $35,000 Third Tier - $15,000

TOP-TO-TOP KEY CUSTOMER EVENT

Our Top-to-Top event is a great platform for networking & fostering new case growth through discussion directly with our most successful foodservice operators.

$5,000

REGIONAL SHOWCASE EVENTS

Focused sales opportunity to network with key customers in a regional distribution radius.

$3,000 - 1 $5,000 - 2

ACCOUNT PENETRATION INITIATIVE

Our Account Penetration Initiative is aimed at enticing our active customers to buy a greater percentage of their purchases through PFS by offering incentives.

$5,000

SEMI ANNUAL SALES LEADERSHIP IDEA EXCHANGE

Participate in Idea Exchange with PERFORMANCE Foodservice, Milton’s Regional Sales Managers.

$2,500 Per session

CONTENT MARKETING CONCEPTS

Increase your category and product visibility, via targeted print content marketing and videos designed to be shared directly with operator customers.

$2,500 Per promotional exposure

CUSTOMER FACING TRADESHOW RECEPTION SPONSORSHIP

Suppliers will have the opportunity to feature and be recognized as a key partner the reception to showcase their company and products.

$1,500

GOLF TOURNAMENT SPONSORSHIP

Suppliers will have the opportunity to feature and be recognized as a key partner of a specified golf outing.

$1,000 Per event

STRATEGIC FLYER ALLOWANCES

Showcase a minimum five aggressive discount volume items for 7 to 30 day time period.

Allowances Minimum 10% Discount

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partnership

COMMITMENT MARKETING PLANS FOR EVERY BUDGET Building ideas and expanding our network of partners, solutions, and opportunities is the driving force behind our 2020 Sales & Marketing Program. From operator customers accessing recipes and ideas via our website to Performance Foodservice Sales Representatives sharing your product specs, features, and benefits with their customers, the program continues to offer valuable exposure.

COMMITMENTS MUST BE RECEIVED BY: DECEMBER 31, 2019, participation levels are enclosed. The Performance Foodservice Category Management and Marketing teams are available to answer your questions. We will meet with you to determine which level will provide you the greatest opportunity for exposure.

We also have additional strategic and visible opportunities open to all levels on an Ă la carte basis. Several opportunities have limited availability and are initially limited to our Platinum Level supplier partners. They are noted on the Partnership Overview page.

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NOTES