Marketing middle meats to consumers
As ribeye steaks and New York strips have gotten bigger, many customers have become frustrated with middle meat cuts because of larger portion sizes, higher prices and thinner cuts. In addition, due to the economic crunch, fewer people are eating out, and in turn, restaurants are purchasing less of these cuts. Now your stores, like other retailers, have access to an abundance of these middle meats including top loin, ribeye and sirloin.
Are you wondering how to capitalize on this middle meat downturn while creating even more satisfying eating experiences for your customers? Beef Alternative Merchandising (BAM), a project funded by the beef checkoff, is the result of extensive testing throughout 2008 with consumer surveys and focus groups revealing an enthusiastic response to this alternative merchandising technique.
BAM will allow your stores to increase profits by acting on the following tips suggested through the consumer surveys, like showcasing new cuts as a “collection,” including recipes and cooking tips and adding seasoning packets in the packages.
During last year's research, consumers indicated an assumption that these cuts will cost more to purchase; they also said it was worth it! After viewing package pricing for two, three and four steaks per package of the boneless steaks/filets, consumers were receptive to the proposed package pricing, particularly for a two-steak package (4 oz. each). So, while the price per pound is more expensive, the package price will be less expensive for the customer.
Taking a few extra steps in cutting and packaging will allow your customers to have more options and purchase more of these middle meat cuts. Keep your focus on providing convenience in all areas from the packaging, portion size, seasoning and placement of these cuts as a collection in your meat case.
To read the entire article and view additional resources, link to BeefRetail.org.