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Grill Roast Initiative
CHALLENGE
In those cold winter months, roasts sore in popularity. With funds from Beef Checkoff, the National Cattlemen’s Beef Association hired Range to explore ways to increase roast sales throughout the entire year.
METHODOLOGY
Range looked at roast consumption across the country and found that grill masters exist in every region and in every season. What wasn’t available all year long was a healthy selection of roasts, from petite to large, and reminders on how to properly grill roasts.
SOLUTION
Under the current Beef Alternative Merchandising (BAM) program, Range introduced three new roasts in petite sizes. These new cuts gave consumers an easy way to prepare a roast on a weekday, and fresh ideas for a family meal or even a romantic dinner for two. Along with these new roasts came instructions on grilling. These simple “how to” steps are perfect for the BAM
roasts as well as larger roasts. Grill roast program elements include: In-store consumer posters, consumer brochures, recipes and a library of custom photography.
Two-Step Cooking Method Introduction
CHALLENGE
Thicker cuts of beef are always a challenge for consumers to prepare. Besides grilling, what other great cooking methods exist? Range, through the National Cattlemen’s Beef Association and with funds from Beef Checkoff, was contracted to develop a cooking method that was both exciting and very consumer friendly.
METHODOLOGY
Range took a closer look at restaurants and cooking shows and discovered that master chefs across the country all use the “skillet to oven” cooking method when preparing thicker cuts of beef. They brown the cuts in a skillet on a stovetop and finish in the oven. The result is a juicy and flavorful beef eating experience that consumers just eat up!
SOLUTION
Range introduced this skillet-to-oven cooking method to consumers under the current Beef Alternative Merchandising (BAM) program. To communicate that the skillet-to-oven method is a more exclusive approach chefs use Range created the Chef’s Secret campaign. This cooking method is also a real time saver. While the beef filets are in the oven, consumers can prepare a few side dishes and have a delicious, nutritious meal on the table in less than 30 minutes. To showcase this approach, Range created the Dinner’s Ready campaign. Both unique campaigns contained the following elements: In-store consumer posters, consumer brochures, service meat case static clings, and a library of custom photography.
Large Primal Optimization Program
CHALLENGE
There are two separate challenges involved in this project. First, today’s consumers are food savvy and are demanding better food choices and want quality beef options that fit their busy lifestyles and budgets. Secondly, with modern technologies and diverse herd management, cattle are getting larger every day, and subprimals are becoming larger and more difficult to merchandise. Both of these factors are creating new challenges for meat cutters and merchandisers. With funds from Beef Checkoff, the National Cattlemen’s Beef Association hired Range to respond to these issues.
METHODOLOGY
A series of eight mini focus groups were conducted among food and health involved consumers in Irvine, CA and Atlanta, GA. We obtained consumer reaction to the new cuts and determined preferences with regard to pricing and merchandising options. Overall, consumers were very enthusiastic toward the new cuts and were especially pleased with the portion sizes, leanness, and convenience.
SOLUTION
Range designed a turnkey beef optimization program under the umbrella name Simply Beef. Through the Simply Beef program, we created eight new cuts that support a healthy diet along with consumer brand messaging that combines the nutritional benefits of beef with consumers’ passion for the great taste.
For the meat cutters and retailers, we created BAM: Beef Alternative Merchandising. BAM is a merchandising program featuring two steaks, three filets and three roasts. With these versatile new cuts, BAM will help retailers extend their line and add a new filet category. These cuts also give customers leaner, healthy beef selections. Early results shows a renewed interest in beef and an increase in profits at the meat case.
SIMPLY BEEF & BAM PROGRAM ELEMENTS:
Simply Beef folder with sell sheets: The tabbed folder contains ten 2-sided sell sheets including overview sheets for filets/steaks and roasts. Each cut has its own sheet and features a cooked shot, attributes, consumer benefits, raw image and cookery details.
Training Manual: The entire BAM training program was made available online and printed for quick reference. It contained everything from overview and market research to cut steps and merchandising techniques.
Instructional Posters: These 24” x 36” full color posters show meat cutters how to generate the new filets, steaks and roasts in the BAM program. Each subprimal has its own poster complete with step-by-step instructions, an overview of BAM, attributes of the new cuts and complete cookery guidelines.
Consumer Brochure: This versatile brochure grabs the attention of shoppers. Side one is all about the new filets and steaks and side two features roasts. Retailers can display the cover that supports their current promotion – it’s two brochures for the price of one!
Recipes & Applied Cookery: Range designed recipe cards based on the guidelines established by NCBA’s Culinary Center. These recipes encourage consumers to explore new beef dishes.
Raw & Cooked Photography: All raw and cooked photography seen in these marketing materials was professionally styled and shot by Range.
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Reference & Instructional Material
CHALLENGE
In today’s economy, grocery stores and restaurant owners are under pressure to increase sales, differentiate from competitors, and add excitement to the meat case or menu. In addition, the availability of highly skilled butchers has greatly diminished, along with the art of beef cutting. Yet, the need for skilled meat cutters is rising.
METHODOLOGY
Industry analysis revealed that meat cutters, executives and retailers are struggling to cut and merchandising beef from both regular- and large-sized primals. They’re seeking fresh solutions. From conducting beef cutting seminars across the country, Kari Underly learned that attendees always wanted more information – was there a way to learn more?
SOLUTION
In response, Kari created The Art of Beef Cutting: A Meat Professional’s Guide to Cutting Techniques and Merchandising a dynamic instructional tool and reference book. This over 200-page book starts big - at the carcass level - and visually walks the reader through overviews and attributes of primals, subprimals, individual cuts all the way down to ground beef. The most substantial section of the book is a hands-on beef cutting “class” that covers today’s most popular cuts from the chuck, rib, loin, sirloin, round, and brisket, plate, flank and shank. Each step is clearly explained with straightforward instructions and step-by-step photography and includes sidebars of popular Hispanic and Asian cuts.
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Cutting Yields and Value-Added Strategies for the
Beef Round
As part of a team, Kari Underly was involved in a muscle profiling research study charged with increasing the value of beef in the United States. The beef round revealed unique properties and was selected for further research. The research included testing cutting yields which resulted in several muscles being developed into value-added cuts. These include the m. gracilis, m. pectineus, m. sartorius, m. rectus femoris, and the m. adductor.
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Poster
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