The Astonishing Power of 4 Walls Branding and Neighborhood Marketing –

Retention is the New Acquisition  

Paul MangiamelePresident & CEO

Bennigan’s Franchising Company

How are we in food service, retailers?What product can we offer the consumer? •Food & Beverage Menu items

How do we move our product?•Neighborhood Marketing/Brand Ambassadors•Social Media•Public Relations

How can we secure financial gain?•By creating a viable franchise model 

Creating a Viable Franchise Model

• Updated Brand Positioning• New Prototype & Design • New Chef-Driven Food & Beverage Menus• New initiatives to help drive sales through training, neighborhood marketing and guest feedback

• Results

Updated Brand PositioningChef-Driven, Neighborhood Pub for the 21st CenturyBlending the best of our Legendary past with contemporary flavors, design & technology.

New Concept &Prototype

New Bar Concept

New Dining Concept

A New AttitudeNew Menu•A modern look and streamline presentation

•Bringing relevance back to our signature items, while creating new and exciting taste profiles

A New AttitudeNew Beverage Menu•New look and interactive presentation•Innovative cocktails with a Bennigan’s twist

Bennigan’s University2012 On-Line Modules•Responsible Alcohol Service

•Food Safety and Sanitation

•Neighborhood Marketing

•Catering Sales

•Bar Revitalization

Mindshare

Neighborhood Marketing

Our Neighborhood Marketing Program:•Neighborhood Marketing guide book, annual calendar, marketing plans•Brand Ambassador training •“Print On Demand” site for customizable marketing materials

Bennigan’s in the News

Results•Same stores sales growth for last 6 months

•Improved Average Unit Volumes system wide

•Improved unit level EBITDA 

•New prototype 

•15 new Bennigan's under development 

•Signed development agreements representing 30 new 

restaurants