Consumers Share Most Important Values In New Year's Survey From Culver's

"Getting More for My Money" Fourth on List of Consumers' New Year's Resolutions, While Improved Health and Well-Being Tops Values List

(Friday, December 22, 2006) - As Culver's® expands its selection of delicious, value-oriented menu items in the New Year, the popular purveyor of Frozen Custard and ButterBurgers® is releasing findings from a national survey asking consumers for insights into their values and personal priorities in the coming months. Because saving money, improving one's family and personal relationships and getting into shape after the holidays often make it onto individual New Year's resolutions lists each year, for 2007 Culver's wanted to see just how these resolutions stack up when ranked on a 10-point scale where 10 = extremely relevant.
Consumers' picks for the 2007 New Year's resolutions survey are as follows:
1. Improving my health and wellness.
2. Spending more time with my family and friends.
3. Improving personal relationships with people I care about.
4. Getting more for my money.
5. Showing more concern for other people. 6. Getting in shape and looking like a million bucks.
7. Getting control of my life's decision. 8. Searching for balance and inner harmony.
9. Making more money.
8.6 8.4 8.1 7.8 7.7 7.7 7.7 7.4 7.3
When asked to choose between winning a million bucks or looking like a million bucks, consumers said "show me the money" by a margin of 9 to 1. Guests seeking value and smaller portions can enjoy Culver's new SnackPakTM featuring a single ButterBurger®, small fries and small drink for only $2.99 plus tax beginning Jan. 8. A SnackPak featuring a ButterBurger with cheese is also available. In addition, guests can choose from Culver's expanded value basket menu including a 2-piece fresh, fried chicken dinner with fries and a medium drink. Culver's great value also includes three delicious bread bowls with a choice of pot roast, chicken pot pie or George's Chili®. Each multigrain bread bowl meal comes with a fresh side salad for $5.99.
"At Culver's, value includes our quality food, our cooked-to-order philosophy and hometown hospitality to which there is simply no comparison – all at a great price," explains Culver's Vice President of Marketing Chris Contino. "Making sure every guest who chooses Culver's leaves happy has been a cornerstone of our brand since Culver's opened its doors 22 years ago. We sponsored this survey to help show guests how much we care about their values, well-being and happiness. With the re-introduction of the SnackPak and our other value-oriented menu items, we want our guests to know we understand how important value is to them and that this encompasses much more than price."
New Year's Survey Says . . .
While the New Year is a time when all of us reevaluate our goals and the past year's achievements, sometimes it might be nice to start the year off in somebody else's shoes. With that in mind, Culver's also asked consumers to tell them which celebrity they would most want to trade places with in the New Year if given the choice between Oprah Winfrey, Tiger Woods, Angelina Jolie, George Clooney and Donald Trump. Here's how each celebrity ranked in the survey:
· 45 percent picked Oprah Winfrey.
· 24 percent picked Tiger Woods.
14 percent picked Angelina Jolie.
· 11 percent picked George Clooney.
· 7 percent picked Donald Trump.
Culver's national survey was conducted with 500 respondents by an independent research firm; answers have a statistical reliability of +/- 4 percent.
Culver's restaurants are independently owned and operated in more than 350 locations. With the opening of Culver's first restaurants in Arizona, Arkansas and Tennessee, guests will be able to enjoy their favorites in 19 states across the nation. The owner/operator concept has been a cornerstone of growth for Culver's since the first location opened in Sauk City, Wisconsin, on July 18, 1984. Culver's invests deeply in partnerships and programs, including its VIP scholarship program, Culver's Cares™ charitable program and countless other franchise-driven local efforts.
For more information on Culver's locations, promotional programs, menu selections and other areas of interest, visit www.culvers.com.
All other trademarks belong to Culver Franchising System, Inc.

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