Jeffrey A. Blade
Thank you, Alan. I would now like to outline for you the steps we are taking to address the challenging same store sales environment. The Steak ‘n Shake management team has developed and is executing an aggressive set of near term initiatives to reinvigorate same store sales. These initiatives include advertised price promotion on core menu Steakburgers, incremental couponing, accelerated timing and market reallocation and media spending, launch of a new breakfast program, and several key operational efficiency initiatives. I will review each of these initiatives in more detail. Before I do that, to provide some context for our near term initiatives, we find ourselves operating in an environment with an extraordinary level of value priced initiatives in both the QSR and casual dining segments of the restaurant industry as Alan just mentioned. In order to retain guests and reverse same store sales trends, it is imperative that we operate in an aggressive but prudent manner that provides the best possible competitive response that will enable us to address our current guest count situation. On February 3rd we will begin promotion of a limited time offer of a double Steakburger and fries value offer priced at $2.99. This compares favorably to the everyday menu price for the same items of approximately $5.35. Because of the strong value message this promotion should send, we will promote this offer through television advertising as well as an incremental February coupon in twelve of our larger DMAs. These marketing efforts will cover approximately 60% of our sales base. Stores not covered by the television advertising will also promote the offer through bounce back coupons in both the dining room and drive thru. We believe this promotion will have three positive results. First, it provides an opportunity to address aggressive promotions from competitors. Second, it allows us to stay focused on our core Steakburger sandwiches, and three it provides a price point that we believe will communicate a value message and drive incremental guest traffic. This limited time offer is planned to run through early March and depending on the success in driving incremental guest traffic, it may be repeated or followed by additional value promotions focused on core Steakburger and milkshake categories. In addition to this specific promotion, we are accelerating the scope of media advertising during February and March in our largest markets to support the February double Steakburger promotion and provide additional media wake during March. This should increase brand awareness and messaging for an eight to ten week period in our core markets. Media is being shifted from later in the year from smaller markets with the intent of addressing the current same store sales issues. The media shift will approximate $1.4 million out of a total annual media working budget of approximately $14 million. As part of our efforts to shift marketing forward in the year, we will ship our traditional March co-op coupon into the market at the beginning of March, approximately three weeks earlier than prior year. Our intent is to bring in incremental guests earlier and throughout the promotional window. Aligned with our efforts to provide more appealing and value oriented offerings, at the beginning of March we will launch our new breakfast menu. The new menu will emphasize our new hand-held breakfast sandwich offerings and our new coffee Seattle’s Best. The new breakfast menu includes improvements to our current bagel breakfast sandwich and the introduction of three breakfast melts that leverage the Steak ‘n Shake melt heritage. We are also upgrading our hash browns, introducing a new breakfast smoothie drink utilizing our successful frozen yogurt milkshake platform and simplifying, importantly simplifying the overall breakfast menu and reducing breakfast execution complexity by eliminating several slow moving breakfast items. In conjunction with the new breakfast menu, we will simultaneously launch improved coffee with the debut of Seattle’s Best Coffee in all corporate Steak ‘n Shake locations. We are excited about our relationship with Seattle’s Best Coffee, which provides us with an opportunity to leverage the expertise of a recognized leader in coffee with a strong brand name that is complimentary to the Steak ‘n Shake brand heritage of a cut above. The breakfast re-launch will feature introductory price bundled advertising, including a $3.99 bagel sandwich, hash browns, and premium Seattle’s Best Coffee bundle. Introductory television advertising for breakfast will be paired with or tagged onto core Steakburger and milkshake advertising so the focus on our core equities will continue during the launch of the new breakfast menu. In addition the new breakfast menu will be supported with creative in store bounce back coupons which will utilize dine in placements, place mats, and drive thru bags to communicate the new breakfast offering message and educate consumers about our breakfast day part. As we have previously discussed, breakfast food items represent only 4% to 5% of our current sales and therefore will provide an opportunity for incremental sales given the continued industry growth in the breakfast day part. Our consumer research has indicated that many of our consumers do not know that Steak ‘n Shake serves breakfast, so we believe our efforts to promote this day part will be effective in not only increasing frequency with current guests, but an increasing trial among new guests. The new breakfast program was cost efficient to develop, reduce the store level complexity by eliminating thirteen current menu items, provides consumers with improved offerings, and should enable better utilization of labor and productive assets during the breakfast day part. On our efforts to increase operational efficiencies, several things have resulted in further testing of our improved milkshake fountain design that we’ve previously discussed. This design reduces variation in production time without changing the hand dip uniqueness of our milkshakes. The new process automates milk and syrup dispensing in controlled portions, improves mixing speed by a third, and provides better temperature control for the ice cream. Based on the success of the initial test store in Indianapolis, we are expanding the project to approximately twenty additional company-owned and franchised stores beginning in February and in early March. Assuming continued successful results of this test, we will begin system-wide implementation later in this fiscal year. Investment per store is approximately $7,500 with a very high return on invested capital given significant improvements in consistency and speed that are possible with this upgrade, and the fact that milkshake incidence is approximately 50% of all of our guests. We are also continuing our work on menu simplification with the goal of continuously evaluating all menu items for relevance, sales potential and enhancing executing consistency. We are currently evaluating all menu items that have sales less than $1.5 million, sell less than three units per week per restaurant, use a unique ingredient or add to overall production complexity. Based on this criteria, ten to twelve items have already been identified for deletion with our next menu printing in June with more items still under analysis. During the quarter we continue to make progress on our top priority of improving store level execution. This work includes the implementation of an integrated store plan which contains several elements, leading from the front which emphasizes manager visibility in the dining room to ensure execution of the seven steps of guest service, full utilization of the recently completed company-wide roll out of the guest recovery 800 number that enables us to resolve customer issues promptly, satisfactorily to promote guest retention, enhance success routines for general managers and district managers which are focused on accountability including sales based labor schedules, restaurant visit processes, store level management coaching and weekly communication protocols. And lastly, simplified store level performance score cards including merit and pay scales that are integrated. We have seen these efforts beginning to make a difference as measured in our guest satisfaction scores which have improved as these success routines have become institutionalized over the past several months. In addition, we have completed a major effort to audit the cleanliness of all store locations and improve the awareness and execution of our high standards. Improvements are already being reflected in the cleanliness scores of our guest satisfaction surveys. Further on store level execution and our effort to provide outstanding service to support our improved offerings we will begin next week to implement our program titled Personalized Service which includes an updated dining room service process and improved selection and orientation processes as part of the program. The integrated selection orientation and service training processes will enable the deliberate evolution and improvement in guest service experience critical to executing the Steak ‘n Shake brand promise and addressing the current guest value equation gap. We believe that aligning our hiring practices with our service proposition will enhance the customer experience, decrease turnover as we focus on hiring people who are a better fit for our positions. Over the next 60 to 90 days, all of our store general managers will be fully trained on personalized service and improved selection orientation process. In this difficult operating environment, we continue to aggressively review our cost structure and are on track to fully deliver the $8.1 million of general and administrative cost savings outlined on our Q4 conference call. In addition we continue to execute against aggressive productivity initiatives and supply chain to help offset commodity costs and the impact of minimum wage increases. On new store development, we have opened six of the nine stores contemplated during this fiscal year. The class of fiscal 2008 new stores were already in various stages of development prior to the beginning of this fiscal year and represents sites that we believe are prudent to complete as we review our overall new store program and begin the testing of a new store prototype. The new store prototype design is nearing completion and we anticipate testing this new design with four to six remodels of existing stores later this fiscal year, understand consumer acceptance and sales lift of the evolved design. As previously discussed, the new prototype is an evolution of our current design that will reduce the cost of new units by at least $200,000 and provide an economic remodel option in the range of $250,000 to $350,000. We still anticipate building our first new unit prototype sometime during fiscal 2009. We do not however anticipate any acceleration of new unit growth until we have a proven new prototype with improved unit economics. This is also consistent with our primary focus during the remainder of 2008 and fiscal 2009 which is improving store level execution and driving same store sales. Now I would like to review with you briefly our fiscal 2008 first quarter financial results as outlined in our press release. Total revenues for the first quarter which include net sales from company owned restaurants as well as franchise fees were $136.4 million, a decrease of 7.4% from prior year revenue of $147.3 million. As previously indicated, same store sales declined 9.5% during the first quarter consisting of a decline in guest counts of 13.3% offset by a 3.8% increase in average guest expenditure. The increase in average guest expenditure was due primarily to a 3.7% menu price increase. Approximately three percentage points of the same store sales decline as previously discussed was attributable to the prior year incremental coupon and inclement weather in December. The remainder of the same store sales shortfall was attributable to a combination of the worsening economic conditions, aggressive competitor promotional activity, and store level execution issues. First quarter cost of sales was $32.7 million or 24.1% of net sales compared to $33.1 million, or 22.6% of net sales a year ago. The unfavorability as a percentage of net sales includes one percentage point related to new menu items with higher percentage food costs including new entrée salads, chicken sandwiches and fruit and frozen yogurt milkshakes, as well as operational inefficiencies in preparation are better being addressed. Half of a percent of increase in food costs was related to increased commodity costs, specifically higher dairy and pride products, primarily french fries. We anticipate the food cost percent trend versus last year to improve throughout the remainder of the year as targeted efforts to improve food cost control are fully realized. On restaurant operating costs for the first quarter they were $75.8 million, or 55.9% of net sales compared to $75.5 million or 51.5% in the prior year. The unfavorability was due to higher minimum wage rates, higher utility costs, the timing of repairs and maintenance expense, and the impact of negative same store sales on fixed costs. First quarter G&A expenses decreased 25.2% to $10.1 million, or 7.4% of total revenues compared to $13.5 million or 9.2% of total revenues in the prior year. The decrease of G&A is due to reductions in outside consulting services, bonuses and stock option compensation expense and additionally salaries and wages due to head count reductions executed as part of the plan reduction of G&A spending announced at the end of fiscal 2007. We are currently again currently on target to meet our goal of reducing G&A spending by $8.1 million during fiscal 2008. First quarter marketing expense was relatively flat to prior years, a percentage of revenues at 4.4%. Interest expense for the quarter was $3.3 million or 2.4% of total revenues compared to interest expense in prior year of $3.1 million or 2.1% of total revenues. The increase in interest expense was due to increased borrowing under the revolving credit agreement partially offset by lower average borrowings under leases. First quarter depreciation expense was $7.6 million or 5.6% of revenues versus $7.2 million or 4.9% of revenues last year. This increase as a percentage of revenues is due primarily to the effect of negative same store sales on fixed costs. Rent expense for the quarter was $3.2 million or 2.4% of total revenues compared to $3 million or 2.1% in the prior year. The increase as a percentage of revenues is due to the decline of same store sales and increased rental rates for new unit leases. Reopening expenses for the first quarter were $400,000, or .3% of total revenues compared to $900,000 or .6% last year. During the quarter, we opened four new restaurants versus the opening of five stores in the first quarter of fiscal 2007. Income tax expense for the first quarter was recorded and an effective tax rate of 50.8% versus 14.6% in the same quarter last year. Income taxes for the quarter reflecting impact on the decrease of pre-tax earnings and federal income tax credits. Income taxes for the prior year you may recall include a benefit of $650,000 related to the retroactive extension of the work opportunity and welfare to work tax credits. The resulting first quarter net loss was $1.2 million or $0.04 per diluted share versus net earnings of $4.2 million or $0.15 per diluted share in the prior year. Now I would like to turn to fiscal 2008 guidance. As previously communicated in our press release today, given the first quarter performance and the high level of uncertainty surrounding the current consumer and macro economic environment, the company is suspending its 2007 full year diluted earnings per share and same store sales guidance until visibility into future results improve. With regard to new units, the company reaffirms previously announced guidance that it anticipates the opening of approximately nine company owned and six franchise restaurants during 2008. We lost a rebuild of two older units and remodeled four to six of the units utilizing the updated restaurant design that I previously mentioned. With regard to our annual shareholder meeting we are planning to have our annual meeting of shareholders in early March with proxy materials being sent in early February. Specific information will be provided as those dates near. Before closing I would like to provide an update on the actions of the special committee of the board of directors appointed in August. As we have mentioned in prior calls and releases, the board of directors appointed a special committee of independent directors to examine all potential strategic opportunities to increase shareholder value. The special committee continues to actively work with Merrill Lynch & Company as its financial advisor. One of the tasks of the special committee has been to advise the full board of directors on the process for hiring a permanent CEO. To this end the company has retained a search firm and is proceeding with evaluating qualified candidates. The company continues to pursue a parallel process in conducting its search for a new CEO while working to evaluate strategic opportunities to enhance shareholder value. We look forward to providing an update on the work of the special committee including the progress of the CEO search when there’s additional information to be shared. In closing, I would like to emphasize that the management team of the Steak ‘n Shake Company remains intensely committed to reversing the current negative same store sales trend. We are confident about our aggressive near term plans to address the current operating environment realities and look forward to continuing our work toward unlocking the full potential of this great brand. We remain confident in the long term future of Steak ‘n Shake as we intensify our efforts to improve store level execution and fully realize its role in delivering a great consistent guest experience and value proposition that brings customers back. We would like to thank you for your continued support and interest in the Steak ‘n Shake Company as we work through the current business challenges. At this time we would be glad to answer any questions you may have.