Guatemala | American Approach Works To Promote U.S. Beef Value Cuts | Midway...

Guatemala

American Approach Works To Promote U.S. Beef Value Cuts

Midway through a six week restaurant promotion in Guatemala to increase U.S. beef brand awareness and to encourage consumers to try U.S. beef value cuts, USMEF already can tell consumers like top blade, marketed as California Steak, and are receptive to American-looking promoters offering complimentary samples in the restaurants.

Promoters offer samples of U.S. beef value cuts like the ranch cut, marketed as the Texas filet, California steak and petite tender to consumers before they order meals at Applebee’s, Hooters and Seven Caldos, a Guatemalan restaurant chain similar to Applebee’s.

“Guatemalan consumers are conservative when it comes to trying new beef dishes,” said Ricardo Vernazza-Paganini, USMEF Director, Central & South America and Global Strategic Coordination. “Typically, the tenderloin is the most popular cut because consumers like their beef cooked well done and also tender.”

Vernazza-Paganini said the California steak or top blade is appealing to consumers because it retains its tenderness when cooked to well done. Offering consumers samples prior to ordering increases the likelihood they will enjoy a new cut.

The promotion is marketed with the theme, Cortes Americanos Modernos, which means New American Cuts. Signs and banners are placed in the restaurants to draw attention to the promotion. The representatives distributing the samples wear shirts with the beef checkoff logo and place toothpick flags with the USMEF logo and the beef cut name in each meat sample.

Eleven restaurants are participating in the promotion, which has three weeks remaining. Afterward, sales volume results will be analyzed along with the consumer perception surveys that are reported on a weekly basis.

Guatemala

American Approach Works To Promote U.S. Beef Value Cuts

Midway through a six week restaurant promotion in Guatemala to increase U.S. beef brand awareness and to encourage consumers to try U.S. beef value cuts, USMEF already can tell consumers like top blade, marketed as California Steak, and are receptive to American-looking promoters offering complimentary samples in the restaurants.

Promoters offer samples of U.S. beef value cuts like the ranch cut, marketed as the Texas filet, California steak and petite tender to consumers before they order meals at Applebee’s, Hooters and Seven Caldos, a Guatemalan restaurant chain similar to Applebee’s.

“Guatemalan consumers are conservative when it comes to trying new beef dishes,” said Ricardo Vernazza-Paganini, USMEF Director, Central & South America and Global Strategic Coordination. “Typically, the tenderloin is the most popular cut because consumers like their beef cooked well done and also tender.”

Vernazza-Paganini said the California steak or top blade is appealing to consumers because it retains its tenderness when cooked to well done. Offering consumers samples prior to ordering increases the likelihood they will enjoy a new cut.

The promotion is marketed with the theme, Cortes Americanos Modernos, which means New American Cuts. Signs and banners are placed in the restaurants to draw attention to the promotion. The representatives distributing the samples wear shirts with the beef checkoff logo and place toothpick flags with the USMEF logo and the beef cut name in each meat sample.

Eleven restaurants are participating in the promotion, which has three weeks remaining. Afterward, sales volume results will be analyzed along with the consumer perception surveys that are reported on a weekly basis.