explore. experience. expand.® 18TH ANNUAL Restaurant Industry Conference California Sets America’s Table Tue, May 13, 2014 7:30am-6:30pm Covel Commons, UCLA Welcome to Our 2014 Conference UCLA Extension is proud to present our 18th Annual Restaurant Industry Conference in collaboration with world-leaders in brand development, food service, design innovation, operations excellence, market analysis and customer satisfaction. That’s a mouthful but where else in the world can you personally access the thinking of French Laundry’s Thomas Keller, Ideation’s Joey Reiman, Beacon Economics’ Christopher Thornberg, as well as the leaders of Yelp! and many emerging/rapidly growing new restaurant concepts? UCLA Extension serves approximately 50,000 students annually through Westwood and other satellite campuses, plus on-line courses serving U.S. and international students on a world-wide basis. In the Business, Management & Legal Department we focus our certificate programs and courses across areas Roger Torneden (i.e. web analytics and social media marketing, small business management, credit analysis, Director, Department of finance, accounting, etc.) and on specific industries (i.e. Hospitality, Financial Services, Business, Management, Consulting, Security, Real Estate, etc.). This conference is emblematic of Extension’s focus on and Legal, UCLA Extension the development of both practical and strategic skills with a 2,000+ instructor team who are top practitioners in their professions. We thank you for joining us this year and look forward to seeing you again in future years! We also look forward to you and your employees taking advantage of some of our 4,500 professional development and continuing education courses offered each year. Circle of Excellence Members The following restaurant operating companies support the 18th Annual UCLA Extension Restaurant Industry Conference in our advocacy of education, leadership development, networking, innovation, and community involvement in the restaurant industry: A Message from the Conference Chair This year’s theme, “California Sets America’s Table,” rings true in so many ways. Fabled California, the land of dreams and inspiration, is the most populous U.S. state and home to one in every eight Americans. From Hollywood and Disneyland, to Silicon Valley and Yosemite, California has something for everyone. Its geography is amazingly diverse, with thousands of miles of coastline, vast deserts, prolific farmlands, and primeval redwood forests. California produces one-third of the nation’s food, and some of the world’s most acclaimed wines. From a thriving technology industry to revolutionary green farming, Californians work hard and transform the status quo constantly. Little wonder then that California attracts visionaries, innovators and entrepreneurs – such as our speakers! Our Innovation Award winner is the world famous Thomas Keller, Chef/ Anna M. Graves Proprietor of The French Laundry, Per Se, Bouchon, and Ad Hoc, and winner Conference Chair; Co-Leader of the of multiple awards, including the title of “America’s Best Chef” from Time Restaurant, Food & Beverage Industry Group, Magazine. He will be interviewed by his long-time friend, and last year’s Pillsbury Winthrop Shaw Pittman LLP Innovation Award winner, Dr. Tim Ryan, President of The Culinary Institute of America. Our economic forecast is by one of California’s leading economists, Anna Graves is co-leader of Pillsbury’s Chris Thornberg, founding partner of Beacon Economics and formerly of Restaurant, Food & Beverage industry UCLA’s Anderson Forecast. Chris will speak about California’s expanding group and a partner in the firm’s corporate & economy and provide guidance for the future. Our keynote speaker is Joey securities practice. Ms. Graves has broad- Reiman, the founder of BrightHouse and the author of several best sellers, based experience in mergers and acquisitions, including The Story of Purpose. Joey is one of the most uplifting, energizing and focused speakers in the nation. securities, finance, licensing, and general corporate matters. Voted by her peers as one We are featuring the founders and CEOs of four ground-breaking, early- stage concepts: Mario Del Pero of Mendocino Farms, Dean Loring of Burger of Southern California’s “Super Lawyers,” Ms. Lounge, Rodney Eckerman of PizzaRev, and David Birzon of Snooze, an AM Graves represents a number of restaurant Eatery. Three of these are California-born, and the fourth has chosen California and retail clients. She concentrates her as its second market. The panel will be moderated by Russ Bendel, the leader practice in the core areas of M&A, emerging of another California original, The Habit Burger Grill, and will discuss how ideas growth companies (including start-ups), developed in California have changed the industry, including sustainability, capital formation activities including private cause-based marketing, transparency, and locality. Andy Puzder, CEO of CKE Restaurants, will speak about CKE’s philosophy toward franchising and deep placements, brand licensing transactions, admiration of frachisees. supply and distribution agreements, private We have an interesting session with Morgan Remmers of Yelp! (another equity investments, and SEC compliance California pioneer) on getting your customers to rave about you online. Wally matters. Ms. Graves’ finance experience Doolin will help conference attendees learn how to gather and utilize “Big Data,” includes acting as counsel for issuers, venture with panelists David Gordon of The Cheesecake Factory, Pete Honer of Del investors, angel investors, private equity funds, Taco, and Fred LeFranc of Results Thru Strategy. Our day will be rounded out start-up companies, and selling stockholders. by a dual panel on Microbrands, Millennials and Customers of the Future which Her M&A experience includes representing will be led by Amanda Hite and include panelists from Eagle Rock Brewery, Wurstküche Restaurant, Project Pie, Applebee’s and Alma Restaurants. both buyers and sellers, strategic acquisitions, acquisitions through bankruptcy, other I am very proud to serve as Chair of the Conference, and very grateful to the members of our Advisory Board and the educators of UCLA Extension for distressed transactions, recapitalizations, and their work in designing the conference curriculum and gathering such a potent structural reorganizations. group of speakers. If you would like to become involved with the Conference and explore sponsorship or other opportunities, please contact me at [email protected]. Anna M. Graves Conference Chair; Partner and Co-Leader of the Restaurant, Food & Beverage Industry Group, Pillsbury Winthrop Shaw Pittman LLP California Sets America’s Table Conference Program 7:30-8:30am 10:15-10:40am Registration and Continental Breakfast Networking Break 8:30-8:45am 10:40-11:30am Welcome and Program Overview Featured Speaker: Roger Torneden, Director, Department of Business, Christopher Thornberg, Management, and Legal, UCLA Extension Founding Partner, Beacon Economics Anna M. Graves, Partner and Co-Leader of the Restaurant, Food & Beverage Industry Group, Pillsbury Winthrop Shaw Pittman LLP Economic Forecast: 8:45-9:45am Outlook for the California and Southern California Opening Keynote: Economies with a Special Focus on the Restaurant Joey Reiman, and Hospitality Industries CEO and Founder, BrightHouse The discussion will cover the ongoing economic recovery and attendees will gain insight into the direction the economy will take over the near and long-term future. Dr. Thornberg will present a thorough analysis of key economic and industry indicators such as commercial and residential The Story of Purpose real estate markets, employment/unemployment, consumer spending, bankruptcies, business activity, personal income, Some ideas are bigger than others, and the Master Idea— international trade, and GDP growth. The presentation will your company’s purpose—is the biggest. When Nike said, also touch on the leading risks facing the economy, including Just Do It, the company put a voice to the belief that humans ideologically-driven political dysfunction in Washington DC, have no limits. When Disney asked people to wish upon a the Federal deficit, and the slowing international economy. star, they instantly established the powerful idea that life is magical. The Story of Purpose offers a blueprint for creating 11:30am-12:30pm timeless messaging and powerful actions for both internal and external stakeholders. Learn how to uncover what makes Harnessing the Power of Big Data your company distinctive and discover the fundamental force “Big Data” is still a concept that many restaurant leaders are behind your organization that no competitor can replicate or grappling with, but a big change is coming. According to replace. Through stories of purpose from purpose-driven Juniper Research, restaurant operators plan to spend $55 companies, Joey Reiman promises to help you guide, inspire, billion annually on mobile marketing by 2015, almost double and transform your organization. the $28 billion level spent last year. But the power of data extends beyond mobile marketing, geo-targeting and con- 9:45-10:15am sumer engagement to include real-time sales reporting, inventory management, new product development and faster, Featured Speaker: more accurate menu item rollouts. Join us as we explore the Andy Puzder, potential and benefits of harnessing the power of big data to CEO, CKE Restaurants, Inc. better engage consumers