OPERATIONS BULLETIN - #030122

Subject: April Feature and New Menu Item: MATCHA!

Date: April 1st

Details: After years of requests from guests and internal discussions, we are finally bringing Matcha beverages
into our lineup! The four beverages and recipes we have developed will be our required featured item in
April but will also be added as permanent menu items. These four beverages will include a hot matcha
latte, an iced matcha latte, a matcha freeze, and a matcha shake.

These additional items will be reflected on the new menu boards that we also will be launching on April
1st in traditional cafes.

Product Info: We will be using Smith brand Matcha that will be available through the PCJ Roastery. If Smith sounds
familiar, that’s because it’s the same supplier we use for our new hot tea! Cost information on this
product is below:

Smith brand Matcha

$46.88 per 1lb bag

Recipes for the four new beverages are included in a separate document accompanying this bulletin, but
the cost information and suggested retail pricing is listed in the table below:

SIZE EST. COST SUGG. RETAIL EST. COGS PLU #

12oz $1.13 $4.50 25.1% 6105

HOT MATCHA
16oz $1.55 $5.20 29.8% 6106
LATTE
20oz $1.93 $5.70 33.9% 6107
ICED MATCHA 16oz $1.21 $4.95 24.4% 6108
LATTE 24oz $1.63 $5.65 28.8% 6109
MATCHA 16oz $1.14 $4.95 23.0% 5054
FREEZE 24oz $1.58 $5.75 27.5% 5055
MATCHA 16oz $2.00 $6.00 33.3% 5064
SHAKE 24oz $2.81 $6.90 40.7% 5065
POS Info: For traditional cafes (on the Qu POS System): Buttons will be programmed and added to the café and
Order Ahead databases on your behalf the week prior to launch. Cafes should verify that all items are
active, assigned to the correct PLU, and pricing is accurate before April 1 st.

For non-traditional cafes: Since these menu items are permanent additions to our menu, they will need to
be added to databases (including GrubHub or any order ahead app) in the categories below in time for
launch:

▪ “Hot Matcha Latte” should be added to Non-Coffee

▪ “Iced Matcha Latte” should be added to Non-Coffee
▪ “Matcha Freeze” should be added to Blended
▪ “Matcha Shake” should be added to Blended

Initial Matcha Package:

To prepare everyone for the launch of matcha beverages in the café, we will be sending out packages
with everything you need to start promoting this in your cafes. This Initial Matcha Package will be force
shipped with your Roasting order to each café in time for the April 1st launch, so make sure to reach out
ahead of time if you have any questions. Cafes will be billed for the contents of this package with a few
exceptions. This initial package will include:

▪ All necessary small wares (see below)

▪ New drive-thru and interior menu board panels (for traditional cafes)
▪ All applicable marketing collateral for your café
▪ Matcha recipe cards
▪ Hype package materials (see below)
▪ Initial matcha order (1 1lb bag)

Ordering: The initial order of a 1lb bag of Smith matcha powder will be included as a part of the Initial Matcha
Package that will be distributed with Roastery orders ahead of the launch. Moving forward, matcha will
be available on the Roastery Order Guide as early as March 21st. If you feel that the initial order of 1 bag is
not enough, you can order more the week of March 28th to receive it in time.

Small wares: Preparing matcha beverages will not only include new procedures that are not in use for any of our
current beverages, but they will also require tools and small wares that are specifically to be used for
preparing matcha. Each café will be required to have these small wares on hand after April 1st.

Since the matcha powder has a tendency to stain everything green, we recommend having small wares
set aside to be used only for matcha preparation. When you get the small wares in your Initial Matcha
Package, label them appropriately and ensure staff knows they are not to be used for anything else.

In order to ensure all cafes have the appropriate small wares to be able to serve matcha, we will be
including them in your Initial Matcha Package. If, however, your café has some of these small wares on
hand and therefore you do not need us to ship them to you, please let us know by no later than Monday,
March 7th so we do not include these small wares in your initial matcha package.

The required matcha small wares and their associated costs can be found in the table below. Note that
the vendor/source and product code are listed here for reference in case reorders are necessary.

For questions, please contact the Operations Team

 ITEM VENDOR/SOURCE PRODUCT CODE EST. COST PRODUCT NOTES
Matcha concentrate must
12oz squeeze bottle with cap Webstaurant 29711219300 $6 stay refrigerated and
covered at all times
Shot glass must be
4 oz shot glass Webstaurant 55151341124N $2
measured and legible
Matcha Whisk Webstaurant 672E220 $10
Requires AA batteries,
Handheld immersion blender Webstaurant 71465171 $10
included
For matcha sprinkles on
Shaker Webstaurant 5537106SHR $18/case of 12
whipped cream
For counter storage of dry
12oz Glass Storage Pourer Webstaurant 808BH857 $3
Matcha powder
Tablespoon Webstaurant 808401 $3 Long stainless scoop

Hype Packet: We will be trying out something new with this launch that we’re very excited about, and that’s a “hype
packet” for staff! Going forward, we will aim to include hype packets to act as internal marketing to get
staff excited and to help us prepare for new items. For the matcha launch, Smith will be sending us some
swag that we can include as well as a few items of our own. These will be sent at no cost to the café but
consider it our little gift to get everyone excited!

Training: A module with all the recipe and procedural information will be launched on Behind the Line on March
15th to prepare staff for these new beverages. All staff will be enrolled and required to complete this
module by April 1st. There will be a LOT of information in this module, so make sure you are setting up a
system in your café to ensure all staff complete it in time!

In addition to the module on Behind the Line, we have designed new and improved cheat sheets! These
cheat sheets will include recipes for all our beverages that can be posted around the café for reference.
Stay tuned for more information on these.

A recipe card for each of the Matcha recipes will also be provided as a part of the hype packet. We
recommend posting them (out of view of guests!) while they are still new, but then just incorporated into
the rest of the cheat sheets since these beverages will continue to be on our menu after the April
promotion.

Marketing: Our matcha beverages will be a featured item throughout the month of April. This includes:

Signage:
▪ Interior POP posters
▪ Drive-thru POP posters (where applicable)
▪ Desk window collateral
▪ Yard signs (where applicable)

Please see the 2022 AMP on the Marketing Page on Behind the Line for more information on how these
items will be marketed. Cafes are also expected to sample these beverages, draw/write about them on
your bakery case, talk it up with staff and guests, and any other café-based marketing to help promote
these products.

For questions, please contact the Operations Team

 Additional marketing collateral may be included in the hype packets from Smith Tea as well. Any signage
should be utilized and not discarded. More information may follow regarding any extra collateral.

All marketing collateral must be on display when the café opens on April 1st!

Menu Boards: In addition to marketing collateral for the promotion, this launch will also include new menu board
panels for all traditional cafes! These new menu boards will include the four new matcha beverages as
well as Impossible Sausage and our new hot teas. Interior menu panels and drive-thru trans lights will be
distributed to traditional cafes and should be in place before opening on April 1st.

Cost information for all matcha marketing collateral and new menu board panels can be found in the
table below:

Item Cost Quantity Total Cost

Interior POP Poster $25 1 $25
Drive-thru POP $25 1 $25
Desk Window Collateral $3 1 $3
Yard Sign $40 1 $40
Interior Menu Board Panels $25 3 $75
Drive-Thru Menu Board Panels $25 5 $125
Maximum Total Cost $293

Total cost to your café will depend on what you need from the table above. Franchise cafes will be billed
separately for the collateral that they are sent.

For non-traditional cafes: These new menus will not be required for you until August. If you wish to switch
to the new design alongside our traditional cafes in April, please reach out to the Operations Team and
we can talk about your options. Otherwise, more information will be provided regarding menu boards
soon.

As for collateral, non-traditional cafes will receive an Interior POP poster and desk window print. If you
wish to receive a yard sign, please let us know by March 7th so we can include it with your Initial Matcha
Package.

For questions, please contact the Operations Team