Success Stories

Here are a series of articles about successful beef promotions from across the country – check them out for great ideas you can use to build your business.

Canada's foodservice industry meets the challenges facing the beef industry head-on. Across the country foodservice operators are creating delicious, innovative menu offerings from a number of secondary beef cuts.

"Foodservice operators have embraced some of the lesser-known beef cuts that have been in good supply recently," says Mary Carpenter, Beef Information Centre's Foodservice Team Leader. "But the challenge remains, how do you introduce a relatively unknown cut to your clients while ensuring your promotion is as successful?"

Many operators have been coming up with great ideas. With the assistance of the Beef Information Centre, Kelsey's introduced three new items using Eye of Round: Roasted Vegetable and Beef Wrap, Asian Beef Stir Fry, and Grilled Ancho Steak Caesar.

"There really was a heightened awareness from the Canadian public, and they wanted to see Canadian beef on the menu," says Lyndon O'Hearn, Corporate Chef with Kelsey's. "So we worked with our partners in the industry to develop some unique beef dishes on our lunch menu, and these items did amazingly well." Kelsey's had to order additional inventory during the seven- week promotion to meet demand.

According to O'Hearn, client education centered on the menu. "Pictures speak volumes, so the promotion was menu driven. We had some really great photography of the new items along with some creative menu copy to tempt our clients. So it was a double sell."

Attention to detail was paramount. "You have to make sure that your guests aren't disappointed," says O'Hearn. "It was important that the meal they were served, matched the meal they saw and read about on the menu. It's pretty basic, but if you satisfy the guest, they'll come back."

Montana's Cookhouse ran a very successful promotion across the country featuring beef short ribs, another cut in readily available. The $12.99 dish featured Canadian short ribs, split and slowly simmered in a tomato and beef jus. The short ribs were featured in a special insert in Montana's menu, along with table talkers featuring the ribs on each table in the restaurant.

But according to the Vice President of Operations for Montana's, Peter de Groot, it was the staff that made the promotion really work. "The most important thing in running a promotion featuring a new item is to sell it to staff," says de Groot. "That involves educating them about the item, getting them to taste the product. Once you get the staff behind it, they begin to feel that they're an integral part of the launch and it only adds to your success."

Education of Montana's clients was important as well. "In this case we had to make sure the clients knew the dish would be well-marbled," says de Groot. "Many of them had never eaten short ribs before, and so we had to educate them a bit about the cut and what they could expect." As a result, Montana's menu featured information on marbling.

Milestone's Grill fall menu - Grilled Inspirations - focused on a number of beef selections. But capitalizing on some of these unique cuts, Milestone's created two new items using skirt steak: Spicy Asian Beef Bowl and Spicy Thai Beef Salad. According to Jim Romer, Milestone's Executive Chef, both items sold fairly well.

"Proper training of our staff is critical to the success of our promotions. The Beef Information Centre was an excellent resource in the development of our training materials. Our staff were well prepared to answer any guest questions about this cut, which is fairly new to most people."

In developing the Grilled Inspirations promotional menu, all of the selections, including the Spicy Asian Beef Bowl and Spicy Thai Beef Salad were tested in advance of the launch. "We get great feedback both from our guests and our staff during these tests," says Romer. "If necessary, we make a few minor adjustments and ultimately reach our goal of a seamless menu launch."

Joey Tomatoes has developed a flexible promotion that highlights Canadian beef on the menu, while accommodating the cuts currently in supply. The "Canadian Steak Feature" menu item offers clients a delicious steak and gives staff a chance to educate their clients on the cut being featured.

"We've featured a flat iron, which we call a top filet," says Chris Mills, Executive Chef with Joey Tomatoes. "And we've been very thorough in educating our staff about the cut, the tenderness and the flavour. So when a client orders the Canadian Steak Feature, our staff is extremely knowledgeable of the cut we're using, and this goes a long way in ensuring the success of the menu item."

Joey Tomatoes also features a "Steak of the Nation" section in their menu - highlighting the Canadian Beef industry. "The information lets our clients know that we are using Canadian beef in our restaurants and that Canadian beef is the finest beef in the world," says Mills.

Marty Carpenter says BIC will continue to meet the industry's challenges and will continue to strengthen beef's position as the number one protein choice, by working with foodservice partners. "So many of our partners are working hard to develop creative menu items, ensuring Canadian beef continues to be offered on the menu," says Carpenter. "We're very proud to support their efforts."

Canadian foodservice operators are building their business by featuring Canadian beef on the menu and the Beef Information Centre has created the "Proud To Serve Canadian" promotional kit to help them do just that. Operators have found that advertising that they are serving Canadian beef gives their guests what they are looking for.

The promotional kit contains door stickers, menu stickers and counter sized posters, which advertise that Canadian beef is served in the establishment. The kit also contains buttons and pens for wait staff. Many operators across the country have taken advantage of the kit.

Darrin Sali, Executive Chef of Tuscany's Restaurant at the Prestige Lakeside International Resort and Conference Centre in Nelson, B.C. says their staff has embraced the idea.

"I put the kit buttons out on a table," says Sali. "Not only did the servers pick them up and start wearing them without being prompted, our kitchen crew wears them as well. And our wait staff really drive home the message when the guests are given a Canadian Beef pen to sign their receipt when paying for their meal."

Sali, and the Tuscany's staff efforts, are paying off. "We're selling a lot more beef. Traditionally beef sales are huge at the restaurant during the summer months, but we're selling large amounts of beef right now. Sixty percent of our sales are beef products. Our customers know that Canada is world-renowned for its beef and it's what they're looking for on the menu."

Dennis and Shirley Bartak operate Denbar's Steak Chalet on the outskirts of Peterborough, Ontario. It's a 60-seat restaurant specializing in steaks, and the restaurant specialty, smoked prime rib. The couple takes great pride in using Canadian beef. "We would use nothing else other than Canadian," says owner Dennis Bartak, "It's better quality, better taste and it's what our customers want."

The couple says they've gotten a number of questions over the past nine months asking if they are serving Canadian beef. "We've ordered and used materials from the Beef Information Centre before, and when we saw the "Proud to Serve Canadian Kit" - we decided to order that for our restaurant as well. The kit helps us reassure our clients that we are using Canadian beef."

Staff members wear the Canadian Beef buttons on their uniforms, and the table top cards and door stickers let clients know only Canadian beef is on the menu.

"It's a good promotion," says Dennis. "People like Canadian beef. They know it's better quality than beef from other countries. And they trust the product. So we're pleased to be able to let them know clearly, using the kit materials, that we serve only Canadian beef."

Dennis' wife and business partner Shirley agrees, "Canadian beef is great. We have every confidence in what we serve. And so do our customers."

Dean Jones is the Foodservice Manager with Jake's Steakhouse and Pub in Saint John, New Brunswick. The 100-seat pub has been using the kit since December. The signage is proudly displayed in the kitchen window and at the bar, stickers are used on the menus and the wait staff wear the buttons.

"Once we started using the kit we found we were getting lots of compliments from our customers," says Mr. Jones. "Before they weren't sure it's Canadian, now they know they're getting quality Canadian beef. And we're getting lots of comments on how good the beef is."

Mr. Jones ensures his wait staff is well informed about the different cuts that are served. "Staff education is key. You have to ensure your customer is getting the kind of steak that they want, flavourful and tender."

Wayne Sannes of Wayne and Laverne's Pizza and Steakhouse in Moosejaw, Saskatchewan ordered two kits in January. "The visibility of the kits are excellent," says Mr. Sannes. "We're really trying to promote Canadian beef, our industry needs it."

Before using the kits, Wayne's customers often asked if the beef on the menu was Canadian.
"We did get a lot of questions as to whether or not we were using Canadian beef - and it's no wonder, given the past nine months. Many of our customers are cattle producers and they've been devastated by what has happened. They want to know the restaurants in their neighborhoods are supporting their industry. We want to do our part, and so we're using 100% Canadian beef."

BIC has been working with Kelsey's Neighborhood Bar & Grill, a national chain with 111 restaurants across Canada, focusing on the quality of Canadian beef, new beef cuts and menu offerings. In April, Kelsey's made the switch to 100% Canadian beef, including their AAA Canadian 10 oz cut New York striploin and a AAA Canadian pepper crusted 8 oz Top sirloin.

"Canadians wanted to support Canadian farmers, and they were looking for Canadian beef when they went out to dinner. AAA Canadian beef is a quality product on which we can count, and so it's on our menu," says Lyndon O'Hearn, Corporate Chef with Kelsey's. The move is supported through menu copy, radio ads and server education.

"Kelsey's demonstrated their leadership and support last fall when they ran a Canadian beef promotion. We were very pleased to continue our work with them as they moved to an all Canadian beef menu,' says Rob Giguere, BIC's Ontario and Atlantic Foodservice Manager. "We know that purchasing high quality beef is key to a successful beef program, but we also know that execution at the restaurant level must match the quality of beef served."

So BIC partnered with Kelsey's to identify opportunities for employee education and training within their beef program.

"Steak doneness was one of our biggest opportunities," says O'Hearn. "We're often judged more on whether or not we gave a client a rare steak, when they asked for a rare steak, than the quality of the product." So Kelsey's wait staff has been trained to use clear descriptors when describing steak doneness. "A guest's perception of steak doneness may be different from ours," explains O'Hearn. "So we've trained our staff to repeat the doneness back to the guests. That way, we can ensure our guests are getting what they want from their steak experience."

Kelsey's also worked on better terminology for their wait staff in describing steak doneness. "Instead of describing rare as 'bloody', our wait staff has been trained to use phrases such as 'seared on the outside, and red on the inside'. It adds to the eating experience," says O'Hearn.

"Purchasing high quality beef and then consistently meeting the customer's expectations is a drawing card for restaurants," says Giguere. "Guests always know where to get a 'great steak' and a restaurant can really build their business around the profitable beef category."

O'Hearn agrees meeting customer expectations is key. "The guest wins anytime you serve them a quality product. If they come to you for a steak, and they're happy, then ultimately you win too, because they'll be back."

In 2001, Earl's launched their new Canadian Angus beef program and the innovative California cut. The California cut is a creative way to get thick steaks from the heavy strip loins widely available in today's market. Taking the strip loin and cutting it down the middle, then portioning steaks from each half meant that they could provide the nice thick steaks customers wanted.

The promotion ran for four weeks and included the "tongue in cheek" radio advertising that Earl's is so well known for, great visuals, a menu featuring their new Canadian Angus steaks with a $2 discount, and in-store sampling. "The in-store sampling for guests proved to be extremely powerful," says George Piper, Director of Purchasing for Earl's. "Once our guest had the taste of that steak in their mouth, they wanted more."

The steaks were a huge success and Earl's knew they had a hit on their hands - Canadian beef provided the quality and flavour their customers wanted, and this innovative new California cut provided an eating experience their customers took to with gusto.

Earl's became known as the place to go for a great steak, recognized for their excellent Canadian beef and innovative use of new cuts. The California Cut is now highly recognized as an Earl's product, although it has turned up on other menus under other names.

Always looking for ways to enhance the customer's beef eating experience, Earl's spring 2003 menu features a couple of fun appetizer items, a spicy marinated beef satay and spicy beef brochettes along with their ever-popular Canadian beef sale.

But the big news is the launch of a new burger - the ultimate burger. Made with 100% Canadian Angus beef, this is a burger that eats like a steak.

"Our burger patty is one half pound of pure Canadian Angus chuck steak, carefully ground and delivered to the restaurant fresh. No frozen patties, no fillers, no mystery meat," says Piper. "At Earl's, buying Canadian is a priority and we are passionate about providing the very best, freshest ingredients available."

Ground chuck means a burger with an incredible flavour, think of your favourite comfort foods like pot roast and beef stew. This is a burger that delivers on taste and keeping it all Canadian guarantees the quality and consistency. Earl's is the only restaurant chain in Canada using 100% Canadian Angus ground chuck.

Milestone's Restaurants is exactly what today's customer is looking for - a restaurant that offers delicious, interesting food served in a comfortable atmosphere where guests can relax and enjoy a glass of good wine with their dinner, all reasonably priced.

Milestone's knew that their guests were looking for a great steak and they believed that they could create an interesting promotion around beef. The key to building a great steak program is consistency - delivering a great eating experience every time. Using branded beef would give them the quality and consistency they needed to ensure an outstanding beef experience every time.

After sampling many branded beef products, Executive Chef Jim Romer chose Canadian branded AAA beef for their promotion. But they decided to take a different approach - they would develop their own in house brand identity for their beef promotion and so "Grilled Perfections" was born.

"We wanted to let our guests know that they can get an outstanding steak at Milestone's," says Cathy Tostenson, Director of Marketing for Milestone's "not necessarily because they recognize the beef brand, but because they recognize our commitment to giving them a great eating experience. That's why we created Grilled Perfections."

As described on the Milestone's menus, Grilled Perfections is their signature premium quality steak program. Steaks are centre cut from the finest Canadian Angus beef, with superior marbling, and 28 days of aging. And, all Milestone's steak experiences are guaranteed.

"We felt so strongly about this," says Tostenson "that we guarantee our guest's steak experience and will make it right if they aren't happy."

The new beef product had been chosen and plans for a promotional launch were in place, but there was one thing missing - training. Milestone's knew that you can have the best product in the world, but if your server can't sell it or your staff can't cook it the way the customer wants it, you are not going to be able to deliver on the promise.

Working with the Beef Information Centre, a plan to audit their steak program was developed. Before the Grilled Perfections launch, a number
of Milestone's Restaurants were visited and evaluated. Questions were asked to determine server knowledge and steaks were ordered to check for correct doneness levels and customer satisfaction. Once the audit was completed, and results were tabulated, recommendations were made and a training program was developed.

The training program consisted of providing servers with information and handouts on the new products, how to talk to guests about the steak program and how to make sure steaks are done to the customer's satisfaction. The number one reason that customers are not happy with their steak is that it is not cooked the way they want it, but the problem is that the guest's idea of medium might be completely different from the way the grill cook prepares medium. So, servers are encouraged to confirm doneness expectations with guests. Included in the kit was a steak doneness poster for the grill staff.

Another audit took place during the promotion and the results were remarkable - over 90% of the steak eating experiences were rated good or outstanding. This was a substantial improvement over the "before" audit.

"We are thrilled with the results of our Grilled Perfections promotion," says Tostenson. "The change in focus and the work we did with the Beef Information Centre has really paid off in terms of staff training and customer awareness and satisfaction."

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