The SHULA CUT Certified Angus Beef® Story

Reciprocal Meat Conference Speaker: Yildris Rodriguez 6/21/06 The SHULA CUT Certified Angus Beef Story®

AGENDA Our Story Our Beef –The SHULA CUT Marketing our Product Our Restaurants Coach Makes Shula’s Unique

NFL Player Drafted by Cleveland Browns in 1951 Traded to Baltimore Colts in 1953 Ended in 1959 playing for Washington Redskins NFL Coach Coached Baltimore Colts (1963•69) Coached (1970•95) Winningest coach with 347 wins 325th career win in 1993 (Dolphins vs. Eagles) Legend 1972 Miami Dolphins 17•0 “Perfect Season” Super Bowl Titles in 1972 and 1973 One of 5 in history to win consecutive Super Bowls Coached a total of 6 Super Bowls (‘68, ‘71•73, ‘82, ‘84) 1989 Opened first Shula’s Steak House in Miami Lakes, FL 1994 Co•founded Shula’s Steak Houses, L.P. 1997 Hall of Fame induction Legendary NFL Coach à Successful Restaurateur Carry the winning tradition, integrity, quality and expectations from the field into the restaurants Writer, speaker, motivator President Dave Shula Makes Shula’s Unique

• NFL Player for Baltimore Colts (1981) as wide receiver and kick return specialist

• NFL Coach for 15 years – Assistant Head Coach/ for Miami Dolphins – Offensive Coordinator for – Assistant & Head Coach for – 1986 Dave coached in the NFL Pro Bowl game

• Youngest NFL Head Coach (4 months younger than his dad) for Bengals

• President of Shula’s Steak Houses, L.P. – Property visits – MVP Awards – Work Experiences – Customer Calls – Brand Integrity – Speaker, Panelist and Motivator The SHULA CUT

Why The SHULA CUT is “still undefeated”:

Expertise OWN, BREED, SERVE

Beef BETTER THAN USDA PRIME

Custom Butchery LESS THAN 1% MAKES THE CUT We Own and Breed Registered Angus Cattle

• Shula’s partners have been in the cattle business since the 1930’s. • Since 1989, Shula’s has partnered with breeders of purebred registered Angus cattle. • The Graham Angus Farm in Albany, Ga., William A. “Bill”Graham and David Younts were factors in deciding what brand of beef to serve at our restaurants. • The Graham Angus Farm is recognized as one of the top Angus farms in the country. Certified Angus Beef® is the oldest and largest of branding Programs approved by the USDA

• Angus cattle produces the best beef in the world. • Angus beef tastes better and is the most tender of all cattle breads. • Our expertise led us to exclusively use the Certified Angus Beef® brand. • With a quarter century of quality and integrity in the industry. • Our Custom Center Cuts Makes Shula’s Unique

Custom Butchery “Buckhead Beef has been our vendor of choice since 1989 when we opened our original steakhouse in Miami Lakes. Two butchers are dedicated exclusively to The SHULA CUT. Their service and quality standards have helped us to become America’s best steakhouse.”

Coach Don Shula Shula’s Steak Houses Dave and Don Shula Our Custom Aging Makes Shula’s Unique

Custom Aging Program Beef is like wine, it requires proper aging to bring out the optimum flavor.

For the perfect flavor and tenderness we age The SHULA CUT between three to five weeks. The SHULA CUT The SHULA CUT

Less than 1% of all steaks make The SHULA CUT Our Proprietary Standards and Specifications for Custom Center Cuts and Aging top all other Steak Houses !

The best beef money can buy. The Highest Steak Standards Makes Shula’s Unique Specifications SCORE BOARD

The SHULA CUT 8 science based specifications The SHULA CUT

M Medium to fine marbling texture NONO NONO

M Marbling quantity NONO NONO NONO M Youthful “A”Maturity NONO NONO C Superior Muscling NONO NONO F No Dark Cutters

L Leanness NONO NONO

A Practically free of ruptured capillaries NONO NONO

T No Braham•influenced cattle NONO NONO The SHULA CUT standards exceed USDA prime by 7 and choice by 8 Score 8 1 0 The SHULA CUT

Certified Angus Beef® brand USDA Prime

USDA Choice

All other beef

The SHULA CUT sits on top of the beef quality pyramid; taking only the most desired Custom Center Cuts of the Certified Angus Beef® brand making The SHULA CUT better than Prime. The SHULA CUT Honors for The SHULA CUT team

2003 & 2005 Foodservice Chain Marketer of the Year Award ••Shula’s Steak House L.P.••

2005 Top Volume Award Multi•Platinum ••Buckhead Beef Co.

2005 Fabricator Commitment to Integrity Award ••Tyson Fresh Meats Inc. The SHULA CUT

Midwest tour The SHULA CUT Makes Shula’s Unique Timeline 270 days* 180 days* 180 days* 180 days* Gestation Calf/mother Pre• feed yard Feed yard

Conception to Plate in 900* days (2.5* yrs)

2 days 5•7 days 14•28 days 1 day 2 days Packer / CAB® Delivery to Buckhead At Buckhead Beef THE SHULA CUT Delivery to Shula’s Experience the Winning Team Support

Relax knowing that Shula’s Winning Team Support is there. • Training to ensure brand consistency • Build relationships • Monitor brand standards and ensure consistency nationwide • Web•based SOPs for every standard of product and performance • Consistent restaurant design experience • Marketing templates provide consistency in the brand Brand Exposure

Team Shula Customer Loyalty Program: Over 130,000 loyal customers are touched through communications via our Loyalty Program • Monthly messages •At least 2 contests per year •Additional walk•by exposure from hotel lobby traffic Brand Exposure

Today Show

The Coach Speaks: A top•ranked motivational speaker, Coach Shula enjoys sharing the secrets of success he has learned over a lifetime of meeting challenges, as a sportsman and businessman. He Coach Ringing Opening Bell at the performs NY Stock Exchange 30•40 speaking engagements per year for numerous Fortune 500 Companies. Pride in the Winning Team

Dave Shula celebrates Our Winning Team through his work experiences, table visits, giving out MVP awards, making follow up calls to customers and as a speaker, panelist and motivator. Shula Restaurant Concepts 28 Restaurants in 15 states (since 1989)

1. Baltimore, MD 1. Baltimore, MD 1. Ft. Lauderdale, FL 2. Birmingham, AL 2. Cleveland, OH 2. Key West, FL 3. Chicago, IL 3. Miami Lakes, FL 4. Indianapolis, IN 5. Itasca, IL 4. Newark, NJ 6. Miami Beach, FL 5. Richmond, VA 7. Miami Lakes, FL 8. Naples, FL 9. New Orleans, LA 10. New York, NY 11. Palm Beach Gardens, FL 12. Philadelphia, PA 13. Portland, OR (Summer 2006) 14. Tampa, FL 15. Troy, MI 16. Tyson’s Corner, VA 17. Walt Disney World Resort 1. Norfolk, VA Orlando, FL 2. Los Angeles, CA 18. Washington, DC 3. Jacksonville, FL (Opening 2007) • One of the Top 5 Steak Houses in America • Upscale, fine dining, white table cloth • Themed after NFL’s winningest coach and the Miami Dolphins’1972 “perfect season”. • Memorabilia collected from the 72 undefeated season complement the dark, rich millwork • Over 30,000 members in Shula’s 48 oz Club • Exclusively serves The SHULA CUT • Shula’s private dinning • Average Check Dinner, food only: $57 Image Unavailable • Similar experience to the Steak House • Restaurants in beach front locations • Themed after the Coach Shula’s family and personal relationships • Exclusively serves The SHULA CUT • Added selection of fresh seafood in a tropical setting • Shula’s private dinning • Average Check Dinner, food only: $52

• Shula's 347 is named in honor of Coach Shula’s winning record with 347 victories • Has everything from gourmet salads to fresh specialty fish • Exclusively serves The SHULA CUT • The atmosphere is casual and full of energy, which includes a high impact bar, dark woods and a stunning video system. • Shula’s private dinning • Average Check Dinner, food only: $32

•Upscale Sports Restaurant with a 70% / 30% food to beverage ratio •Smaller portion SHULA CUT steaks from our famous Shula’s Steak House •Featuring latest technology in sports viewing with a high•end AV package •Shula’s private dinning •Average Check Dinner, food only: $22

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