034-Lancaster Farming Saturday, February 18,1989
Beef Takes Giant Promotional Leap
CHICAGO With nearly half
of U.S. beef sold through restaur
ants and other institutions, the
beef industry has launched its
largest and most aggressive mark
eting campaign ever aimed at
foodservice operators.
The centerpiece of the $1.5 mil
lion checkoff-funded campaign is
a playful “pop up” print ad that
leaps from the page to form a
three-dimensional paper version
of a stylish and successful San
Francisco diner. Scheduled to
appear in February issues of
Restaurants & Institutions and
Institutional Distribution, the ad
is the first ever to use “pop up” art
in foodservice trade publications.
“We’re standing up and cheer
ing America’s foodservice opera
tors who have made beef their
number one food 'item,” says
Ralph “Buck” Bell, chairman of
the Beef Industry Council Food
service Subcommittee and a South
Carolina rancher. “And we’re
encouraging them to use beef in a
variety of exciting new menu
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items designed to fill today’s
demand for real food.”
“In 1985, beef was being out
spent by chicken and seafood in
foodservice marketing efforts at a
rate of seven to one,” adds Bell.
“With funds from the $1 checkoff,
we’re now able to show’em who’s
boss.”
The four-color, “pop up” ad
promotes contemporary menu
applications for beef, such as
“Tenderloin Greens” (a marinated
steak and salad combination), and
collateral materials featuring pro
fitable menu ideas built around
beef.
The campaign also includes a
pair of two-dimensional, four
color print ads, which will run in
upcoming editions of Food Man
agement, Restaurant Business,
Restaurant Hospitality and
Restaurants & Institutions.
Fhey highlight beef in different
types of restaurants and at diffe
rent meal times.
The BIC first targeted foodser
vice operators in a breakthrough
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ad campaign in 1985. Its efforts
are strengthening beefs hold on
the center of the foodservice plate.
Beef consumption in U.S.
restaurants and other foodservice
operations should reach 296 mil
lion pounds by 1990, a 15%
increase over 1985, according to
the BIC. While the hamburger
remains America’s number one
foodservice menu item, beef is a
big winner in all types of eateries
and is currently used in about 40%
of all menu entrees nationwide.
Nearly 9 out of 10 of the nation’s
149,000 full service restaurants
serve beef.
The current ads play on the
“Welcome Back to Real Food --
Beef’ theme and feature the versa
tility of beef in lighter menu appli
cations and contemporary themes.
The goal of the campaign is to
encourage operators to make
exciting new beef items perma
nent and profitable additions to
their menus.
Foodservice operators -- from
restaurateurs to school lunch
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directors can write for a new
brochure, “Welcome Back to Real
Food - Beef,” featuring updates
applications for such menu favo
rites as “Meat Loaf Roast” (hold
the gravy and mashed potatoes
and serve with roasted vegetables
instead) or “Road House Red”
(hash with red potatoes).
According to the BIC, the
attractions of beef to the operator
are many. A tried-and-true menu
item, beef is reliable in times of
heightened competition. It adapts
to every changing menu trend --
from lighter, healthier fare to eth-
6i
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%
nic foods, comfort foods and take
out Beef is good for every meal
occasion, from breakfast and
brunch to dinner. And beef is
profitable.
Foodservice promotion is a
checkoff-funded program con
ducted on behalf of beef producers
by the Beef Industry Council, a
federation of 43 state beef coun
cils and a division of the National
Live Stock and Meat Board, a
coalition that has been working
for 66 years to build consumer
demand for meat.
US Patent 4306518