Building A Beef Program

The development and expansion of branded beef merchandising is one of the most significant areas of growth in the Canadian foodservice industry in recent years. Why? The reason is simple. Branded beef programs deliver results, creating benefits across the board for operators and, ultimately, consumers, who are ensured of a quality beef experience every time. As a result, Canadian distributors who take the time to develop and promote these programs almost always find that the results pay off in satisfaction and return visits for their customers.

One of the most crucial areas in any branded beef program is the promotion of the specific attributes of each brand. As with any other merchandising industry, from automobiles to shoes, the specific attributes of brands are what “seal the deal” and ensure customer loyalty; customers know they can rely on the product time after time to give them what they’re looking for. Beef is no different. In the industry, we call these the “functional attributes” of the brand. These quality-based points define the product and when properly communicated, guests understand and respond to the benefits of the product. Here are some of the attributes often defined by branded programs.

Small box size - Small boxes, defined as 2-4 pieces per box as opposed to 6 or more for standard sizes, are an important benefit for inventory control. Though many operators are geared into thinking that more is better, small boxes are actually optimal. This is because there is better inventory turn-over, less frozen product on hand, and less cash flow tied up in inventory.

Carcass weight - The thickness of steak cuts is key to portioning and plate presentation. It’s also the number one factor in cooking, and this, in turn, affects the all-important “doneness” criteria so important to the consumer. That’s where carcass weight comes in. Many branded programs ensure specific weight ranges for cattle, which, in turn, ensure consistent muscle size which means consistency in the product.

Marbling score - Marbling score is crucial to a good beef experience. Customers are increasingly educated about grading specifications, so the ability to highlight a recognizable marbling score (such as “AAA”) is important.

Trim specifications - Trim specifications are an important part of many branded programs because trim affects yield and ultimately, profitability. As part of this, yield testing is crucial (you can strengthen your knowledge of this concept by consulting BIC’s “Financial Tools” program).

Emotional attributes - The importance of the “emotional attributes,” or the customer’s positive recognition of and familiarity with a brand, play a role that can’t be overstated. Such specifications as breed, regional association, brand name, and market program all factor into this. These in turn rely on effective marketing. The key to successful positioning of these attributes is how well the sales rep knows his or her customers and how product specifications ultimately carry over to the guest.

Region or breed branding - Positioning beef by brand or region is a proven effective sales strategy. The high recognition factor of an attribute such as “Angus” or “Alberta” beef is one such strategy.

Program marketing - These are easy-to-implement but highly effective strategies for brand promotion. A range of options exist, from small items like pens and baseball caps, to more high-end product positioning via menu design, table tents and lush colour posters. The thing to remember here is that you know your business and what works best for you and your guests. Keeping this in mind will help to find the best marketing tools that will make the difference.

Finally, in developing and implementing your branded program, don’t overlook the support offered by the BIC Foodservice Team. We have the training tools, research and other supports to help.