2022 Sales & Marketing 2022_PFSAtlanta

T H E

POWER

2022 SALES AND MARKETING PROGRAM

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P E R F O R M A N C E

STRONG STRATEGY. BIG RESULTS.

OUR GUIDE FOR BUILDING YOUR STRATEGIC MARKETING PLAN AND DRIVING GROWTH 2

150 SALES MINDED PROFESSIONALS MAKING DAILY CALLS

Table of Contents At Performance Foodservice - Atlanta, our business is helping customers not only succeed, but thrive. We are constantly developing strong strategies, introducing new products, offering cutting-edge solutions, and timely insights to keep your company fully connected.

Personal Invitation from our President

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Commitment from Sales Leadership Team

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Reinforcement from Sales Support Team

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The Power of Performance

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Creating your Strategy

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Activating your Plan

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Tools and Resources

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Partnership Commitment

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Value of Marketing Levels

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Additional Engagement

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Map Locations

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YOUR PERSONAL INVITATION To say 2021 was one of the most challenging years in the history of our industry is an understatement. However, with the positive response by our customers, suppliers, communities, and associates, the challenge continues to be truly inspiring. We saw the foodservice industry adapt, innovate, and persevere. I was moved time and time again by the compassionate and selfless work we performed throughout our communities.

Our associates answered the call! No matter the conditions, our drivers made critical deliveries, our sales team sought out new solutions, and Performance Foodservice - Atlanta played our part in supporting the nation’s supply chain. We showed we could come together and make a difference in the face of unprecedented obstacles.

In fact, Performance Foodservice - Atlanta was able to put real action into The Power of Performance. In collaboration with our partners, our Operating Company made significant strides – gaining market share during the toughest of times. The Power of Performance means being better at supporting our customers, regardless of size or location, and providing face to face access from our Sales Team and Delivery Drivers daily.

Headed into 2022, Performance Foodservice - Atlanta supplier partners will be able to maximize their reach and engagement with access to our expanded list of resources. Now our plan is more in depth than ever including over 150+ Sales Team members making daily operator calls, supported by over 500+ sales support associates. Our focus and dedication will be more streamlined and focused than ever before with the resources to move additional cases to our valued foodservice operators.

Our proven and effective local promotions will also provide greater opportunity for operator and sales incentives, helping drive case growth across each area we serve.

We are dedicated to your success and excited about the year ahead. Let us continue to demonstrate The Power of Performance, no matter what comes our way.

I personally invite you on an exciting journey into a very successful 2022 with Performance Foodservice - Atlanta

MIKE MORRELL President

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OVER 4,000 ACTIVE FOODSERVICE CUSTOMERS

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OVER 1 BILLION IN ANNUAL OPERATING COMPANY SALES

SALES COMMITMENT IN ACTION Our “Power of Performance” sales approach is completely focused on providing our Sales Team with clear and defined solutions to support our valued foodservice operator’s success.

Our continued commitment to be the best foodservice distributor in the industry is so much more than just words...it is a lasting promise to provide a healthy on-trend foodservice solution to create a memorable experience.

Performance Foodservice - Atlanta enters 2022 stronger than ever. We’ve increased market share, expanded our service footprint, and bolstered our supply chain. In addition to our leadership in pizza and Italian, we are branching out further into convenience foodservice, retail, and hospitality. But our associates, customers, and the communities we serve still drive us to perform every day.

For 2022, we are more focused and committed than ever on introducing and selling more products, via our multitude of selling resources and promotional strategies.

Through maximizing our partnership with the available technology to track and monitor our success, we have created a simple approach to improve our service, dependability, and our foodservice operators’ confidence. The continued insights into our various technology platforms will continue to ensure we provide access to the right people and we channel our efforts through the right supplier partners. We have the right people and plans in place for 2022 to be our best “case building” year to date. Our defined plan and your enhanced commitment will ensure we join our teams together as we implement our strategies.

J. KYLE COTTENGIM Vice President, Sales

JON VITT Regional Sales Manager

DANNY FARIST Director of Sales

STEPHAN KRAHN Regional Sales Manager

DAVID CROSSLEY Regional Sales Manager

A Total Team EFFORT As you will see, our 2022 Sales & Marketing Program focuses on heightened visibility and exposure to drive our simple approach to case growth and strengthen our combined partnerships. We have expanded our offerings via programs such as the Top-to-Top Key Customer Experience and various Sales & Customer Awareness Summits which identify increased case building opportunities to support our ongoing sales initiatives.

Multiple Culinary Trade Shows, Focused Trainings and a robust list of Customer Facing Events will provide category and brand focus. Led by our 150+ Sales Associates, our operating company will drive case and line growth to our operator customers throughout the year and share in the rewards.

Our focus includes enhanced sales associate training through venues such as internal and external events. Suppliers will enjoy increased access, exposure, and visibility through greater opportunities to interact face-to-face with our operator customers. Continuous questioning and testing ourselves with knowledgeable data will provide the power to find solutions, improve, and offer a creative output for growing our mutual business.

TIMOTHY C. WOODS Vice President, Marketing

JASON LEONARD Executive Vice President

JOY WHITESIDE Vice President, Finance

RON CASTLEMAN Vice President, Procurement

TAMEKA MCCOY Vice President, Human Resources

FRED DILL Vice President, Operations

BRAD CHAMBERS Vice President, Business Strategies

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NEARLY 100,000 MILES DRIVEN EACH WEEK

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13,000+ ITEMS IN STOCK READY FOR IMMEDIATE DELIVERY

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The Power of Performance OUR STORY

What do our products represent? What is the journey from manufacturing to our operators? How do these combined stories help us gain a competitive advantage? With more than 130 Area Managers, 14 District Sales Managers and 3 Regional Sales Managers on our roster, we have the expert personnel needed to reach operators in a unique and personal way. This face-to-face touch elevates our business model by providing a genuine and authentic partnership to operators. Our customer-facing digital marketing tools are designed to get your message to operators, increase exposure, and drive sales growth by providing relevant content — when and how operators want to receive it. Customer and associate facing events offer additional touchpoints with key audiences, maximizing every opportunity for operators to experience our story in person.

CUSTOMER FOCUSED

Every strategy must place our customers at the heart of each message. Especially now, for every product, service, and piece of information we offer, our customers must be the focal point. The more we adhere to this central principle, the more likely we are to succeed. Our relationships are built on mutual respect and are the source of our best ideas and our best results. We offer updated customer facing tools this year including a new Exclusive Brands newsletter, “The Performance Table”, and a refocused commitment to our social media platform. Supplier Partner recipes, trend content, menu solutions, operator rebates, MealTicket campaigns, and various local sponsorships provide multiple platforms for customer and sales engagement.

ENHANCED SALES SUPPORT TOOLS

For 2022, in collaboration with our sales support departments, we have combined the very best sales, marketing and procurement strategies to create enhanced product focused shows, product training events, customer recognition events and fresh digital marketing tools, all featuring our committed supplier partner’s content. We continue to offer customer and sales focused promotions with proven results. In addition, 2022 features new quarterly promotions to offer supplier partner’s increased exposure and visibility through our enhanced local marketing plan’s format, emphasizing the ability to interact with customers and in concert with support from our entire sales and sales support teams.

SCALABLE AND AGILE

Any effective marketing strategy must be flexible and tailored to your needs. We will work closely with your team to build solutions that fit your products and spark innovation in your segment. Our program provides numerous marketing assets and tools to increase your visibility with our customers and sales associates. We will partner with you to develop a unified market strategy, and our sales and marketing team will work together to consistently provide integrated promotional sales support opportunities throughout the year. Additionally, we continue to manage events and promotions with established and measurable results. We offer Platinum, Gold, Silver and Bronze packages, and Developmental marketing options, expertly designed to enhance your exposure throughout the year.

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685...AND GROWING ASSOCIATES FOCUSED DAILY ON EXCEEDING CUSTOMER EXPECTATIONS

A strategic plan is the fuel for everything we do. By igniting and executing customized strategies for each committed supplier partner, Performance Foodservice - Atlanta will create solutions based on analytics and an innovative portfolio of marketing resources.

Creating Your Strategy TOP-TO-TOP SALES LEADERSHIP ACCESS To help you efficiently leverage your local marketing package, we hold annual business reviews, where our Sales Leadership Team will help you analyze your results and plan for maximized sales connectivity.

SALES COUNCIL STRATEGIC MEETING ACCESS Our top suppliers will have an opportunity to meet with our top Area Managers to help better define your support, understand your product exposure and how to maximize your go-to-market exposure.

QUARTERLY - SALES GROWTH BUSINESS REVIEWS Sales focused business reviews are held quarterly with Marketing, Sales & Procurement Leaders to measure progress and set direction for enhanced case growth.

BUSINESS DEVELOPMENT SALES SUPPORT PROGRAMS Our 10 category specific specialists are available to assist Top Level Supplier Partners with structured in-user opportunities, blitzes, SKU rationalization, customer profile evaluation, etc.

STRATEGIC CORE ITEM EVALUATION MEETINGS Meet with Category Management and Marketing to review business progress and determine resources needed to increase case growth. During this meeting you will 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.

Activating your Plan DIGITAL PUBLICATION’S Enhanced Access Don’t miss the opportunity to feature 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 evergrowing foodservice audience.

VIRTUAL / VIDEO TRAINING TOOLS “Food Mood Media” Embrace today’s video communication network to post your new product launches, pointof- sale and/or rebates to our Area Managers. This information will be featured on our sales team’s laptops, iPads and available cell phones.

MEALTICKET 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.

DIRECT FOODSERVICE OPERATOR ACCESS

Having direct Foodservice Operator Access is key to creating the faceto-face time to show and sell your products. With our direct access to our field work you will find our schedules are manageable and yield case growth results. Our 130 Area Managers will be motivated by vendors wanting to create the most effective partnership opportunities and will schedule time accordingly through 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.

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 Regional 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 (RSM) meeting.

VENDOR SPECIFIC ADVANCED TRAINING WORKSHOPS

Continued 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 vendor’s product line (determined using the void matrix and other sales analysis tools).

DIGITAL & 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.

The Performance Foodservice - Atlanta Sales & Marketing Program provides the resources to help supplier partners uncover their growth potential, bring value to our foodservice operators, and maximize all available case building resources. Our tools help you formulate a plan that drives action.

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Tools and Resources Our digital and social platforms help you reach operators and sales experts nationwide, maximizing product recognition, educational tools, and collaborative marketing strategies to keep you plugged in to an increasingly innovative industry.

THE PERFORMANCE TABLE NEWSLETTER

Target more than 4,000 operators with this BI-MONTHLY digital and print publication, including: industry trends, menu inspiration, and promotion of our exclusive brands.

CONTENT MARKETING CONCEPTS

Through increased category and product visibility, targeted print marketing content and videos will be designed and shared directly to over 2500 operator customers.

SHAREPOINT - RECIPES LIBRARY

Recipes are the key to our mutual case growth, and creative menu ideas, via new recipes are critical! Recipes are important and appear throughout our digital and printed material on our themed communication, culinary summits, in our email communications, and more.

As a cornerstone of our content strategy, we look forward to posting recipes from our key supplier partners.

SHAREPOINT - DIGITAL POS & VIDEO LIBRARIES

Deliver valuable training and product information to our Area Managers and Sales Leaders. Our Supplier Sales Library includes sell sheets, POS, presentations, videos— virtually any type of content can be uploaded, and is easily searchable by supplier name, and distributed out to our sales force.

ENHANCED SUPPLIER SPOTLIGHT

Top Level Supplier Partners will receive enhanced sponsorship exposure at all major company hosted events. This consistent sponsorship exposure will include complementing photography, logo and company slogan all based on your preference. This exposure will be promoted through our Instagram platform to our growing following.

WIDER REACH THROUGH DIGITAL CHANNELS

Through our online channels we have created tools our committed Marketing Program partners can leverage to reach restaurant operator decision-makers as well as Sales Associates. These resources provide an opportunity to inspire, educate, and advertise to these audiences on a more frequent, larger scale. We will collaborate with your team to create a content plan that supports your strategic initiatives.

Partnership Commitment SCALABLE MARKETING PLANS FOR COMMITTED PARTNERS

The foundation and success of The Power of Performance begins when you choose to participate in our Sales & Marketing Program.

Collaboration and expanding your network of sales team members, selling solutions, and opportunities for case growth is the driving force behind our 2022 Performance Foodservice - Atlanta’s Sales & Marketing Program. From operator customers accessing your recipes and menu solutions to our sales team utilizing your business-building ideas via your direct connectivity.

Performance Foodservice Atlanta Area Managers share your product specifications, features, and benefits with our valued foodservice operators as well as our Sales & Marketing program which continues to offer scalable, agile, and relevant solutions for growth.

Participation levels are listed below. The Performance Foodservice - Atlanta Sales, Marketing and Category Management teams are available to answer your questions. We will meet with you upon request to determine which level will provide you the greatest opportunity for exposure and growth across our ever growing fourteen sales districts (over 130 sales focused team members). Your commitment level is required by December 31, 2021 to be apart of our success.

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

• The Platinum Level provides maximum exposure, including many benefits that are exclusive to this level. The Platinum Level is focused on building strategic relationships between Performance Foodservice - Atlanta supplier partners, our Sales Team, and our valued foodservice operators.

• The Gold Level is designed to give supplier partners complete exposure relative to category or segment growth.

• The Silver Level is designed to give a supplier partner who is utilizing many of the marketing tools and services an even greater degree of exposure and selection of marketing platforms.

• The Bronze Level provides an entry level opportunity for limited exposure with our Operating Company.

COMMITMENTS MUST BE COMPLETED BY DECEMBER 31, 2021

GUIDELINES & SPECIAL NOTES Campaign participation fees are negotiated with the marketing department. Local marketing monies for show allowances, technology fees and promotional opportunities, are not included in this Marketing Program.

Due to increased supplier participation, minimum commitment levels are in effect with limited participation options.

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Value of Marketing 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, 2021 Please select one of the marketing program levels of participation to best fit your company’s commitment.

The Marketing Department is available to answer your questions. We will meet with you upon request to determine which level will provide you the greatest opportunity for exposure and growth across our operating company.

PLATINUM LEVEL Provides maximum exposure, including 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 company.

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 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 marketing department.

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

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Platinum

Gold

Silver

Bronze

Strategic Planning Meetings

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-

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Reporting / Core Item Analysis

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-

-

-

-

$

$

$

$

$

$

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CREATING YOUR STRATEGY

Sales Leadership Business Review Meetings Access to Business Development Specialists

$

Regional Sales Leadership Access Direct Sales Council Access

$

ACTIVATING YOUR PLAN Culinary Trade Show Virtual Customer Engagement Show Direct Access to Foodservice Operator Incentives

$

MealTicket Operator Rebate Programs

Quarterly Promotions

$

$

$

$

8

5

3

2

$

$

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TOOLS & RESOURCES Regional Sales Meetings Top to Top Key Customer Events Sales Leadership Summit

$

Access to Digital Channels, via Sharepoint

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Video Training Tools & Platform

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Enhanced Supplier Spotlight Opportunities

Additional Engagement

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,000

ESCAPE TO PARADISE CUSTOMER & SALES PROMOTION Participate in our largest customer & sales incentive of the year 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 & CUSTOMER APPRECIATION EVENT Focused sales opportunity to SHOWCASE and NETWORK with key customers in a regional distribution radius. $3,000 $5,000 $7,000

EXCLUSIVE BRANDS SALES PROMOTION Our Exclusive Brands Case Building Initiative is aimed at enticing our active customers to buy a greater percentage of their purchases through Performance Foodservice - Atlanta BRANDS by offering SALES & CUSTOMER incentives. $5,000 90 day Sales (All Destination Promotions)

SALES LEADERSHIP RETREAT - BUSINESS REVIEW & IDEA EXCHANGE Participate in detailed Sales Business Review & Idea Exchange with Performance Foodservice Atlanta’s Sales Leaders. $5,000

CUSTOMER FACING TRADESHOW RECEPTION SPONSORSHIP Suppliers will have the opportunity to be featured and be recognized as a key partner at the reception to showcase their company and products. $1,000

CUSTOMER APPRECIATION EVENT - SPONSORSHIP Suppliers will have the opportunity to be featured and be recognized as a key partner of a specified outing. $1,000 $2,000 $3,000

STRATEGIC FLYER ALLOWANCES Showcase a minimum five or more aggressive volume items for a 30 day time period. Allowances Minimum 10% Discount

3501 Old Oakwood Rd Oakwood, GA 30566 Contact: Tim Woods Vice President of Marketing tim.woods@pfgc.com performancefoodservice.com 1