Pizza-is-Personal-Toolkit---Final.pdf

TOOLKIT MOD CONFIDENTIAL MOD CONFIDENTIAL1  Pizza is Personal: The Why Culture of Cleanliness Identify Areas of Opportunity Create a Plan with our Tools Take Action Validate...

TOOLKIT MOD CONFIDENTIAL MOD CONFIDENTIAL1  Pizza is Personal: The Why Culture of Cleanliness Identify Areas of Opportunity Create a Plan with our Tools Take Action Validate Introduce More Value New Menu At A Glance Pricing Approach Culinary Pride OVERVIEW Build the Perfect Pizza Makeline Summary Tickets POS Updates New Digital Ordering Experience Personalize the Experience Hospitality Listening to our Guests Food Quality and Accuracy Speed of Service Promote With Passion National to Localized Integrated Messaging Spread the Word to your Community Launch Week Traffic Driving Initiatives 2 MOD CONFIDENTIAL BUILD RESULTS FROM THE INSIDE, OUT The Communities We Serve YOU, our Squad, is what makes Pizza is Personal possible! We have passion for what we do, and it shows in every pizza The Guest Experience we make. To support these changes, we are Squad investing in YOU to bring the Guest Inspire with the Personalize Culture of Why the experience to life. Cleanliness Experience Provide Training and Support We are building results starting from inside our four walls out to the communities we serve. Introduce More Value Promote with Passion MOD CONFIDENTIAL 3 PIZZA IS PERSONAL THE WHY? Pizza is Personal is about making every interaction To re-engage, inspire, and show meaningful and creating a community where support for Squad everyone feels welcome at our table. This is an opportunity to refocus our restaurants on delivering exceptional service and more value for To ensure every guest enjoys a one- of-a-kind experience, from our guests, consistently. simplified ordering to Squad interactions that make every meal Our Key Areas of Focus: memorable. 1. Culture of Cleanliness To offer more pricing options that 2. Introduce More Value provide greater value for everyone. 3. Personalization the Experience 4. Promote with Passion To highlight our commitment to using high-quality ingredients and preparing each meal fresh and with care. To create meaningful experiences that encourage guests to return and share their positive experiences with others. 44 MOD CONFIDENTIAL CULTURE OF CLEANLINESS MOD CONFIDENTIAL 5 MOD CONFIDENTIAL CULTURE OF CLEANLINESS WITH A FRESH SET OF EYES, TAKE ACTION! 1. Identify Areas of Opportunity Keys to Success o Complete the Culture of Cleanliness check list in Daily Chex and print. Fresh Eyes: 2. Create a Plan with our Tools Let's take a fresh look at our four (4) walls, o Utilize the print version of the Culture of identify areas of opportunity, and take action. Cleanliness Daily Chex to assign cleaning to Squad. USE the Tools o Give Squad clear expectations and instruction. The MOD Playbook is a great place to start. This is the area you are accountable for. Blueprints can help identify opportunity. These are the tools you need to complete. Walk the Travel Path of a Guest. This is the time limit allotted to complete. It's a team effort - Have pride in our o Create a plan to go the distance, daily, weekly and beyond! restaurants. We win together and everyone is accountable, 3. Take Action including your support functions. o Get started cleaning. 4. Validate Understand the "Why" o Consistently ensure tasks are completed. We maintain a clean environment for our guests o Stay inside high curbs: no after-hours and ourselves, not for VPs, market tours, not for cleaning parties or outside chemicals. Steritech scores or the Health Department. MOD CONFIDENTIAL 6 IDENTIFYING AREAS OF OPPORTUNITY USE OUR SENSES TO ENSURE THE RESTAURANTS ARE CLEAN AND ORGANIZED. Sight: Touch: Emotional: Smell: Sound: How does it look? How does it feel? Is there a Are there off Is there a sound? Would you want to Do the counters feeling? odors? Are the floors eat there? Does the feel clean or sticky? Do you feel good Is there a stinky sticky and making food look delicious? Do you need to about what you smell coming from squeaking noises Does the wash your hands see? Is it clean the beverage when you walk on restaurant look after touching and organized? area? them? inviting? something? HOW GUESTS PERCEIVE OUR RESTAURANTS CAN CHANGE THE WAY THEY FEEL ABOUT MOD BEFORE THEY EVEN ORDER OR RECEIVE THEIR FOOD. MOD CONFIDENTIAL 7 INTRODUCE MORE VALUE MOD CONFIDENTIAL 8 MOD CONFIDENTIAL OUR NEW MENU AT A GLANCE WE ARE INTRODUCING A NEW LOOK AND FEEL TO THE IN-RESTAURANT SIGNAGE AND APPROACHING “HOW TO MOD” DIFFERENTLY THAN EVER BEFORE! HOW TO MOD: 1. Select Your Size 2. Build The Foundation 3. Load It Up 4. Finish It In Style Assume all guests coming into our restaurants are not familiar with the process. Help everyone create their perfect pizza or salad and ensure they have a great experience! MOD CONFIDENTIAL 9 PRICING APPROACH TO OFFER MORE PRICING OPTIONS THAT PROVIDE GREATER VALUE FOR EVERYONE THE WHY We are focused on providing more value to our guests with every visit. Now, with new value options for cheese and One-Topping pizzas at entry-level prices. o Guests can now easily add sides, desserts, or beverages to their meal, improving their overall dining experience. Our Unlimited Toppings, One Price model remains the core of MOD, allowing everyone to create their perfect pizza or salad for one flat price. **Prices may not reflect the prices in your market MOD CONFIDENTIAL 10 KEY MENU UPDATES ADDING OFFERINGS TO ATTRACT A WIDER AUDIENCE, WHILE CREATING SPACE FOR FUTURE INNOVATION Removals Updates to existing Offerings Pocket Pie – No longer listed on the menu Kid’s Meal – Mini cheese or pepperoni o Do the right thing: If a guest orders pizza a Pocket Pie, you can still make it o Do the Right thing: If a guest and charge them for an Unlimited Toppings Mini. orders a different topping, absolutely allow the substitution. MOD Pizza Salad – No longer listed on the menu Ingredient Names – Many names have o Do the Right thing: If a guest orders been updated to exemplify the quality the Pizza Salad, make it for them our ingredients bring to the table for but let them know they will be charged for a Unlimited Topping our guests Mega Pizza. o Example – Red Sauce is ▪ "We don't offer that on our menu transitioning to Signature Tomato anymore, but I could charge you Sauce for a Mega Pizza and that would be ▪ See ingredient change slide the equivalent! Are you okay with for list of changes that?" MOD CONFIDENTIAL 11 SHOW OUR CULINARY PRIDE THE MODIFIED NAMES REPRESENT A REFOCUS ON THE HIGH-QUALITY, SPECIALTY INGREDIENTS THAT DIFFERENTIATE US AND GIVE OUR PIZZA UNIQUE VALUE. FROM TO FROM TO BBQ Sauce Sweet BBQ Basil Fresh Chopped Basil Garlic Rub Garlic Rub Corn Roasted Corn Olive Oil Extra Virgin Olive Oil Cucumbers Diced Cucumbers Pesto Garlic Pesto Garlic Chopped Garlic Sauces Signature Tomato Red Sauce Roasted Garlic Roasted Garlic Cloves Sauce Veggies Spicy Calabrian Chili Red Spicy Tomato Sauce Jalapenos Pickled Jalapenos Sauce White Sauce Creamy Alfredo Red Onion Sliced Red Onions Dairy-Free Cheese Plant–Based Cheese Roasted Red Peppers Roasted Red Peppers Cheeses Parmesan Aged Parmesan Rosemary Rosemary Tomatoes – Sliced Ricotta Whole Milk Ricotta Vine-Ripened Tomatoes Tomatoes – Diced Bacon Crispy Bacon Balsamic Dressing Balsamic Vinaigrette Ground Beef Seasoned Ground Beef Caesar Dressing Caesar Dressing Proteins Greek Herb & Tahini Mild Sausage Mild Italian Sausage Greek Vinaigrette Dressing Dressings Salami Genoa Salami Oil & Vinegar Dressing Oil & Vinegar Plant- Based Italian Plant Based Protein Sausage Olive Oil Dressing Extra Virgin Olive Oil Greens Leafy Mixed Greens Mixed Spring Greens Ranch Dressing Ranch Dressing Zesty Roma Zesty Tomato Vinaigrette MOD CONFIDENTIAL 12 BUILD THE PERFECT PIZZA QUICK REFERENCE GUIDE FOR MADDY, ONE-TOPPING, AND UNLIMITED TOPPINGS MADDY CHEESE PIZZA ONE-TOPPING UNLIMITED TOPPINGS 1 SAUCE UNLIMITED SAUCES 1 SAUCE + + + 1 CHEESE UNLIMITED + CHEESES 1 CHEESE 1 PROTEIN OR VEGGIE + UNLIMITED REMINDERS: PROTEINS OR VEGGIES Spinach and Arugula: DO count as toppings. Garlic, Basil, Spices, & Herbs: Do NOT count as toppings. Finishing Sauces: Do NOT count as toppings. MOD CONFIDENTIAL 13 MAKELINE SUMMARY TICKETS WITH THE NEW MENU, SUMMARY TICKETS ENSURE THE GUEST AND SQUAD KNOW WHAT IS INCLUDED IN EACH ORDER WHY? 1. Alleviate the burden placed on guests by simplifying the ordering process and allowing them to purchase their meal without the stress of remembering their exact order. 2. Ensure orders are accurately captured at the Point of Sale (POS), providing a seamless and error-free experience for our guests. PROCESS OVERVIEW: 1. Write the guest’s Name 2. Find the Size of Menu Item (Top Row) 3. Amount of Toppings/Side Items (Left Column) 4. Write the number of Menu Items ordered in the box that intersects between size and number of toppings. MOD CONFIDENTIAL 14 MAKELINE SUMMARY TICKET FAQS Q: Why are we adding the Makeline Summary Ticket to the order taking process? A: We wanted to make it super simple for both the guest and Squad to know what was ordered on the Makeline Pods, without anyone having to remember it. Q: Why are we handing the ticket to the guests versus carrying it through the Engine? A: Through testing, we found handing the ticket to the guest was the simplest way to ensure the guests and the Ticket arrive at the POS at the same time. Q: If a large group orders, but wants to pay separately, how do we fill out Makeline Summary Tickets for them? A: Please fill out one Summary Ticket per guest paying. Q: Depending on how many Squad are deployed, I am making orders and ringing up Guests at the POS. Do I still need to fill out the Summary Ticket? A: We ask you to fill out the ticket to ensure a consistent experience for our guests each time. Q: Some regular guests come in and I already know what they want so they just go straight to the POS, do I have to make them wait until I build their order to get them a Makeline Summary Ticket? A: No, please fill out the Makeline Ticket Process (MTP) and Summary Ticket at the beginning of the interaction to allow the guests to proceed to the POS. Q: I was helping a guest and their hands were full, do I have to hand them the Summary Ticket? A: No, we always strive to create an amazing experience for our guests. Please ensure the Summary Ticket is filled out and handed to the Squad working the POS by the time they arrive to be rung up. 15 MOD CONFIDENTIAL MAKELINE SUMMARY TICKETS IN USE 1. Fill out the Makeline Ticket for 2. Build the Guest’s menu items. 3. Using a sharpie, fill out the Makeline each menu item. Summary Ticket with the following information: Guest Name Size of Menu Item (Top Row) Amount of Toppings/Side Items (Left Column) Write the number of Menu Items ordered POS DISCARD 4. Hand the completed Makeline 5. Stage Finished Menu Items on the 6. Complete Transaction at POS using Summary Ticket to the guest, and Staging Racks. the Makeline Summary Ticket, and instruct them to proceed to the POS. then discard. 16 MOD CONFIDENTIAL POS CHANGES PROCESS OVERVIEW: 1 1 1. The Squad member at POS will first select the size of pizza ordered. 3 MOD MOD Gluten Cauliflo Friendly wer 22. After entering the size, a prompt will be displayed for the Squad member to choose the number of ingredients ordered (Cheese, 1-Topping, Unlimited) from the Makeline Summary Ticket. 2 33. The alternative crust buttons have been added so Squad can continue to sell Alternative Crust Cheesy Garlic Breads. MOD CONFIDENTIAL 17 NEW DIGITAL ORDERING EXPERIENCE MOD CONFIDENTIAL 18 MOD CONFIDENTIAL NEW DIGITAL EXPERIENCE JUST DROPPED! THE NEW EXPERIENCE DOESN’T END IN THE RESTAURANT, ONLINE ORDER GUESTS HAVE A WHOLE NEW EXPERIENCE TOO! WHY? 1. To improve the guest's digital ordering experience by allowing enhanced personalization. 2. Support Squad by providing more clear instructions on the Summary and Digital Ticket to minimize the use of the notes section of the ticket. OVERVIEW OF NEW OPTIONS 1. No Additions or Unlimited - based on Topping Tiers 2. Light / Extra option for ALL ingredients 3. Light / Crispy Bake Pizza 4. On Top / Side Cup for Finishing Sauces 5. Extra Salad Dressing options Amount of Salad dressings listed on Summary Tickets. MOD CONFIDENTIAL 19 ONLINE ORDER TICKETS QUICK REFERENCE GUIDE TERM DEFINITION The first ingredient will be listed as No Additions! Cheese or One-Topping o No Additions - indicates to not add additional Pizza ingredients, but Squad may provide extra portions of the specific ingredients ordered. Unlimited Topping Pizza The first ingredient will be listed as Unlimited! Portioning The ingredient ordered will be called out as LGHT or XTRA. The last ingredient will be listed as **OVEN LGHT Bake or Pizza Bake Options **OVEN Crispy. The last ingredient will be listed as **EXPO Side Cup or Finishing Sauces **EXPO On Top. Digital Ticket will print with the dressing listed twice. Extra Dressings The Digital Summary Ticket will print with total number of dressing side cups at the bottom. MOD CONFIDENTIAL 20 PORTIONING AND BAKE OF PIZZA PORTIONING AND BAKE OF THE PIZZA CAN NOW BE PERSONALIZED BY GUESTS. Portioning Bake of Pizza When a guest requests extra or light of an A light bake pizza should have light ingredient, it is important to use proper brown spots and be slightly floppy portioning. when brought out of the oven. For light: use 50% less than the regular A crispy baked pizza should have portion size dark brown spots on the bottom. It For extra: use 50% more of the regular should not have any black or burned portion size. edges or bottom. As the number of toppings increase or the amount of “extra” increases the overall portioning will decrease. To support with portioning and the cook of the pizza, there are two job aids that will be provided separately. MOD CONFIDENTIAL 21 ROUND AND FLAT INGREDIENT PORTIONING Mini Portions Light Standard Extra Pepperoni 2 4 6 Canadian Bacon 2 4 6 Anchovies 2 4 6 Salami 3 5 8 Light Sliced Tomatoes 2-3* 3-4* 5-6* Red Onion 2-3* 3-4* 5-6* MOD/Mega Light Standard Extra Portions Pepperoni 7 11 18 Canadian Bacon 3 6 9 Standard Anchovies 3 6 9 Salami 6 11 17 Sliced Tomatoes 3-4* 5-6* 8-9* Red Onion 3-4* 5-6* 8-9* *Dependent on size: For the smaller size, use the larger amount and for larger size, use the smaller amount. PORTIONS ARE APPROXIMATE AND DO NOT HAVE TO BE EXACT. Extra MOD CONFIDENTIAL 22 PROPERLY PORTIONED PIZZAS REGARDLESS OF THE NUMBER OF INGREDIENTS ADDED, ALL PIZZAS MUST BE PROPERLY PORTIONED. Qualities of Properly Portioned Pizzas Even ingredient distribution. Sauce and cheese layer are visible. Single layer of toppings (view from the side) 1-5 Ingredients 6-10 Ingredients 11+ Ingredients A PIZZA THAT IS PROPERLY PORTIONED TASTES BEST! MOD CONFIDENTIAL 23 PERSONALIZE THE EXPERIENCE MOD CONFIDENTIAL 24 MOD CONFIDENTIAL BRAND MISSION – ALL PIZZAS WELCOME CREATE A COMMUNITY WHERE EVERYONE FEELS WELCOME AT OUR TABLE. We bring our mission to life by… 1. Welcoming every Guest to MOD with a smile. 2. Helping each Guest craft their perfect Pizza, have a conversation! 3. Delivering consistent and prompt service that meets our Guests expectations 4. Creating a community where everyone feels welcome at our table MOD CONFIDENTIAL 25 HOSPITALITY OUR SQUAD ENSURE GUESTS FEEL WELCOME AND INCLUDED IN OUR RESTAURANTS, AT EACH VISIT What sets MOD Hospitality apart? Let’s talk about the difference between “good” guest experiences vs MOD experiences. “GOOD” MOD Smiling and saying “Hello.” Having engaging conversations with Guests. Making Eye-Contact. Using a Guest’s name when you are interacting with them. Reacting to what Guests need, waiting for Proactively greeting Guests when they walk Guests to approach. in the door, at their table, and as they leave. Waiting for Guests to review the menu and Communicating our process clearly in the order. Point speech, to decrease ordering stress. Getting Guests through the line as fast as Giving all Guests quality interactions even possible. during peak times. Having Guests wait at the POS to check out. Balancing deployment and tasks to ensure that Guests are supported from Point to POS This is what makes Pizza Personal! MOD CONFIDENTIAL 26 HOSPITALITY OUR SQUAD ENSURE GUESTS FEEL WELCOME AND INCLUDED IN OUR RESTAURANTS, AT EACH VISIT REQUIRED UNIFORM REFERENCE GUIDE Hats, head coverings, hairnet, or unfolded bandanas. Showing up right matters! Showing up on time and in the MOD branded shirt required uniform helps us ensure that all Guests receive the full Pants/shorts MOD experience! (no holes and appropriate length) Slip resistant shoes and socks MOD CONFIDENTIAL 27 LISTEN TO OUR GUESTS TATTLE HELPS US FIND SPECIFIC OPPORTUNITIES TO ENHANCE OUR GUEST EXPERIENCE. How our guests provide feedback (to us) about their experiences is through Tattle Data. Our largest areas of opportunity for providing exceptional guest experiences are: 1. Food Quality & Accuracy 2. Speed of Service 3. Hospitality MOD Average Tattle Category Scores Data from prior 7 weeks. Scored from 0-100. To find specific Tattle target areas for your restaurant, reach out to your leader. They will be able to access your restaurant’s Tattle Dashboard! MOD CONFIDENTIAL 28 FOOD QUALITY & ACCURACY A COMMITMENT TO PREPARING EACH MEAL FRESH AND WITH CARE, IS KEY TO OUR ONE-OF- A-KIND MOD EXPERIENCE. ACCURACY QUALITY DOUGH PORTIONING MADE TO STANDARD Whether it’s a MOD Dough is the building Portioning MOD’s processes are Signature recipe, One block for delivering a ingredients makes built around making Topping, or Unlimited high-quality product. consistent food and awesome pizzas and Topping Pizza, From timely pulling, reduces waste at salads. If a part of Guests should to pressing with the restaurant. This the process or the receive exactly what standard settings, ensures that our final product isn’t up they order and what dough should be products keep to standard, we need they are expecting. meeting our high Guests coming back to make it right for standards every for more! the Guest. step of the way. AVAILABLE TOOLS & RESOURCES See the MOD Way to check Check out the Dough 2.0 – See the “Pizza is Personal, All the resources your knowledge on recipes Press Job Aid and High- Even Digitally” section mentioned on this slide and ensure we’re delivering Curb Standards & above and the new job help us double check that exactly what the Guest Procedures to freshen up aids for guides on bake and we are delivering products orders! your knowledge on dough portioning! to standard! best practices! MOD CONFIDENTIAL 29 SPEED OF SERVICE DELIVER FOOD WITH SENSE OF URGENCY TO RESPECT OUR GUESTS WHEREVER THEY ARE IN THEIR DAY Speed of service is about meeting and managing Guests’ expectations, not moving as fast as possible. x Rushing to get things done ✓ Work with urgency to respect Guests’ time x Skipping product quality checks ✓ Meet Guests’ expectations about x “Good enough” is OK if it saves me when their orders are ready both in- time and helps me get through restaurant and digitally the line ✓ Actively and accurately communicate x Keeping Guests guessing on how with Guests if falling behind long their order will take ✓ See Ticket, Make ticket for Digital x Leaving Guests hanging at the Orders POS or at any other step of the process ✓ Follow Deployment and Flexing the Play standards MOD CONFIDENTIAL 30 HOSPITALITY – POINT SPEECH QUICK REFERENCE GUIDE WELCOMING GUESTS TO OUR RESTAURANT IS ONE OF THE MOST IMPORTANT WAYS TO CONTRIBUTE TO MOD’S PURPOSE AND HOSPITALITY. Welcome to MOD! Is this your first-time dining with us? “Yes!” “Nope!” FIRST TIME GUEST RETURNING GUEST 1. Great to have you here! 1. Welcome back to MOD! Great to see Most guests choose our MOD-size you again! pizzas or salads —perfect for You might notice some exciting individual portions. updates on our menu and in our You can pick a Signature Recipe and restaurant. modify it or create your own with We’re focused on bringing you even Unlimited Toppings – no topping is more value while keeping options over the top. like our Unlimited Toppings. If you prefer something simpler, we If you're in the mood for something also offer Cheese or 1-Topping pizzas classic, our Maddy Cheese Pizza and at a lower price. our One-Topping choices are now 2. We’re here to help you create your available at even better prices. masterpiece! 2. No matter what you're craving, we're here to help you enjoy your favorites! This is what makes Pizza Personal! MOD CONFIDENTIAL 31 SQUAD AND GUEST FAQS ENSURING GUESTS HAVE ACCURATE ANSWERS TO THEIR QUESTIONS IS ANOTHER KEY COMPONENT TO MOD HOSPITALITY. Q: Can I get the MOD Size Cheese or One-Topping Pizza on a Gluten-Friendly or Cauliflower Crust? A: Absolutely! There will still be an upcharge for the alternative crust option. Q: Can I add an extra portion of ingredients for the Guest on their Cheese or One-Topping Pizza ? A: Of course, please provide an extra portion for the toppings they receive on their pizza. Q: Are additional base sauces or finishing sauces counted as toppings? A: No, they don’t count as toppings. Please add any requested base/finishing sauces. Q: Can guests get an additional type of cheese to the Cheese pizza and receive the same price? A: No, this would upgrade their order to a One-Topping pizza. Q: I don’t see the MOD Pizza Salad or the Pocket Pie on the menu boards. Can Guests still order them? A: Yes, please charge a MOD Pizza Salad as an Unlimited Topping Mega Pizza and a Pocket Pie as an Unlimited Topping Mini pizza. Q: Some of our Guests like to get pineapple or pepperoni on the side for their kids to eat while in line. Do I need to charge them for this? A: Nope! Please continue to provide the Guest a great experience. 32 MOD CONFIDENTIAL SQUAD AND GUEST FAQS CONTINUED ENSURING GUESTS HAVE ACCURATE ANSWERS TO THEIR QUESTIONS IS ANOTHER KEY COMPONENT TO MOD HOSPITALITY. Q: Some of our Guests like to get toppings on their pizza after it comes out at Expo. How should I charge them? A: Great question! Please continue to provide the Guest a MOD experience and add the requested ingredient if a Guest asks for a topping at Expo. Q: For the One-Topping Pizza, can we make the pizza a half and half? My kids don’t like the same toppings. A: We are super happy to make a half and half pizza for the kiddos, however we will have to charge the Unlimited Topping price. Q: I included that I wanted more toppings in my online order special instructions. Why did you not add it? A: It looks like you ordered a MOD Size Cheese or a One-Topping Pizza and those are priced according to how many toppings they receive. I am happy to remake your order for the Unlimited Topping Pizza Price if you would like to add additional ingredients. 33 MOD CONFIDENTIAL PROMOTE WITH PASSION MOD CONFIDENTIAL 34 MOD CONFIDENTIAL THE BEST FORM OF MARKETING IS TO DELIVER ON OUR MISSION It starts with creating a unique and extraordinary guest experience in our restaurants every day – delivering quality, great tasting pizzas, and a welcoming environment. Inviting guests to an environment that doesn’t deliver on our brand promise will hurt us more than it helps us. Inviting them to an incredible experience brings them back time and time again. This is what makes Pizza Personal! MOD CONFIDENTIAL 35 MAKE IT LOCAL. MAKE IT PERSONAL. MAKE IT AUTHENTIC. NATIONAL MESSAGE OR EVENT WITH LOCAL ACTIVATION MOD’s Integrated Marketing Approach What We Do: Deliver sustainable growth from new and existing guests by driving traffic, growing awareness and consideration, and becoming an integral part of the communities we serve. How We Do It: Specialists that deliver quality, great tasting pizzas which give us the resources we need to support our communities. We forge close and meaningful connections with the local community that successfully deliver on our business goals. We express who we are through localization and personalization of the MOD Brand. Our Process: Centralized Strategy & Planning o Comms Planning (What we are going to say and when) o Channel Planning (Where we are going to say it) o Content Planning (How we are going to say it) Decentralized Execution o Restaurant level, Neighborhood level, Trade Area level, Market level Communication Channels: Centralized Channels – Restaurants (Interior/Exterior), Social Media, Brand Reputation Management, Loyalty/Email/SMS, Paid Media, PR & Media Outreach, Influencers, etc. Decentralized Channels – Restaurant & Community Events, Localized content to use across channels, Community Engagement Programs, NROs, Sponsorships MOD CONFIDENTIAL 36 MENU LAUNCH WEEK PROMOTIONAL ACTIVITY Spread the Word – Sept 9th – 16th We all play a part in promoting the new menu launch to our communities. You will receive tools including a social media post template, flyer design, and instructions to do this. Our Local Restaurant Marketing team will be engaging with key community contacts to also spread the word. Menu Lunch Influencer Events – Sept 18th o We will be hosting launch parties in select markets to celebrate the new menu. Community influencers will be invited to generate exciting content we will later leverage on our social channels. Golden 100 Celebration – Sept 19th o Menu Connect: Education on check incrementality, Promote Limited Time Offering (LTO) No Name Cake o We are partnering with ABCs the Golden Bachelor, a show about getting a second chance at love, to promote this event. o The first 100 at each of our restaurants will receive a free Pumpkin Spice No Name Cake with purchase. MOD CONFIDENTIAL 37 MENU LAUNCH WEEK PROMOTIONAL ACTIVITY Leukemia and Lymphoma Society (LLS) System Fundraiser – Sept 27th o Menu Connect - Who is Maddy? o Many of you know the story of Maddy and why we named our cheese pizza in her honor, but most of our guests do not. This fundraiser gives us the opportunity to educate our guests on the Maddy pizza name, deepen our commitment to Maddy’s legacy, and introduce a new way to give back to our communities with our first ever round up campaign. o LLS is nonprofit organization dedicated to fighting blood cancers. They are a national organization with local chapters The Maddy pizza inspires us and direct community giveback. every day. Sweet Maddy o Guests will be able to round up their check, or donate $1, $2, passed away at age 8 of or $3 at the POS during the fundraiser. Leukemia just as MOD was opening our first restaurant. All this activity will also be promoted via our owned channels She was a beloved friend of MOD. Maddy represents the o Social – we need your help here! importance of love, family o Rewards (SMS, Email) and strength and the o Public Relations (PR) reminder to never o Strategic Partnerships underestimate the ability of a o Paid Media young girl, or simple cheese pizza to make an impact. MOD CONFIDENTIAL 38 WE NEED YOUR VOICE! SPREAD THE PASSION, CREATE CONTENT Beekeeper Create content during the Pizza is Personal (PiP) training sessions and share on the PiP Beekeeper stream to generate excitement, and a sense of community – we’re all in this together! Examples: Squad gathering at the meetings, cleaning “before and after,” POP installs, etc. User Generated Content (UGC) Create content at upcoming training events and new menu launch that can be highlighted on the MOD social channels. Guidelines, templates & tools will be provided during the PiP training sessions. Content should be submitted to [email protected]. Spread the Word through your own social networks We’ll be providing some social post templates you can use to promote to your communities. Channels - Community social pages Nextdoor, community Facebook groups, etc. Big thank you to Dom at our Personal social pages Ballantyne restaurant for being our As always, when it comes to posting about MOD on first UGC Squad member! social - please be sure to follow our External Communications and Social Media Policy found in the Squad Handbook. MOD CONFIDENTIAL 39 When pizza and people come together, the possibilities are unlimited! 40 MOD CONFIDENTIAL  41 MOD CONFIDENTIAL MOD CONFIDENTIAL