QUALITY COUNTSHow to convey beef quality to

Millennial consumers

Foodservice operators are competing for millennials’ food dollars, and data shows that millennials are willing to spend more of these dollars on high-quality beef.

But how exactly do millennials determine quality? And how can operators define quality in a way that differentiates themselves, drives loyalty and generates sales?

The following insights will help operators transform research into words to convey quality to guests and ensure they feel good about the beef served in foodservice.

Beef’s taste and experiential attributes are the highest indicators of quality

The top words that indicate high-quality beef to millennials:

FRESH TASTE TENDER JUICY

Millennials say what cattle eat and how beef is prepared have the biggest impact on beef's quality

Factors that impact beef’s quality, according to Millennials

27%

26%23%

10%10%

4% How the cattle are fed

How the beef is cooked or prepared

How the cattle are raised

How the beef is distributed

How the cattle are butchered

Where the beef is purchased

There are many ways to tell beef’s storyon the menu

How your beef is selected How it’s prepared How it’s cooked

Where it comes from Who it comes from How it is raised

Tell authentic stories of the beef community; every

product has a story

IN-MARKET EXAMPLES:

Tender, fresh and juicy are the terms that most indicate quality to your guests

Consumers associate these descriptions with beef more so than other proteins

Convey quality by including these descriptors on the menu

And since origin resonates too, use the Beef Checkoff and your suppliers as resources to help you tell beef’s story authentically and accurately

Turning Insight into Action

Get Specific with Cuts, Preparation Method and Grades

Beef cuts millennials view as being the highest quality:

Filet MignonSirloinRibeyeTenderloinPorterhouse T-Bone

Specify the cut name that

guests already associate with

high-quality

IN-MARKET EXAMPLES:

References to USDA quality grades imply quality

Words and phrases that convey quality:

44% of millennials say “Grade” (e.g. Choice or Prime) Consumers associate these terms with beef

more than with other proteins

42% of millennials say “USDA-Inspected” Even though all beef is USDA-inspected,

Millennials ranked the words ‘100% USDA-inspected’ as a strong indicator of quality

Call out USDA quality grades on the menu to drive

orders with guests looking for a

quality, satisfying meal

IN-MARKET EXAMPLE:

Medium Rare and Medium Well are the highest quality degrees of doneness

When it comes to beef, sensory sells

WOOD-FIRED GRILLED SEAREDLet the powerful experiential qualities of beef

make the sale for you

Sensory descriptions

create anticipation for beef’s unique

taste and eating experience

IN-MARKET EXAMPLE:

Turning Insight into Action Referencing a cut’s

name, doneness and preparation method enhances millennial perception of quality

Use words that illicit beef’s taste and smell on the menu

Highlight your restaurant’s culinary expertise and practices, and beef’s unique sensory qualities to create anticipation for your guests

Make Beef MemorablePhrases like ‘cooked to order’, ‘chef selected’, ‘cooked to perfection’, ‘in-house’ and ‘hand-trimmed’ add consumer anticipation that the beef

was expertly prepared – adding incentive to order

Describe the skilled preparation

of steak consumers seek when dining out

IN-MARKET EXAMPLE:

Consumers are more apt to choose beef over other proteins if they get confirmation that beef is a healthy, tasty

choice from trusted sources

Reassure consumers of beef’s role in a healthy diet

Respond to consumer demand

for lighter fare, pairing a sensible

portion of beef with fresh veggies and whole grains

IN-MARKET EXAMPLES:

A USDA select, 8 oz seasoned sirloin steak cooked to perfection. Served with whole grain rice and steamed zucchini & squash

Turning Insight into Action Communicate the care

you took while selecting andpreparing the beef on your menu

Give guests background information on hand-selection, hand-made and chef-specific instructionsto signal quality

Menu lean cuts that perform well in foodservice – like Sirloin and Tenderloin –along with the high-quality indicators

Satisfaction means living up to expectations. Create and then live up to consumers expectations.

Create anticipation for your guests. Cook to their preference and menu fresh, juicy and delicious beef.

Freshness can be tasted, so be transparent with guests about preparation, and communicating beef’s strong quality associations is the best way to indicate quality.

Satisfy with Quality Beef

Additional Resources at BeefFoodservice.com

The Beef Checkoff OfferingsContact us at Foodservice@Beef.org

Product Development and New Cuts Issues & Crisis

Management

Fabrication Techniques

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Market Research & Intelligence

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Industry Education and Training/Tools

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Beef. It’s What’s For Dinner. Resources

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