Japan | USMEF Holds U.S. Beef Promotion At Five-Star Hotel | Last Friday, Ma...

Japan

USMEF Holds U.S. Beef Promotion At Five-Star Hotel

Last Friday, March 9, the Grand Hyatt Hotel in Fukuoka celebrated its status as the first five-star hotel in Japan to carry U.S. beef by holding a major promotional event. The event was part of a USMEF strategy of working with leading companies in each sector to develop success stories and apply “positive peer pressure” on other key companies in that sector.

“In Japan, most companies are very conservative and are hesitant to take the first step, but once they see the success their competitors are having, they realize they need to get on board too,” says Greg Hanes, USMEF Japan director. “The positive response the Grand Hyatt is having is being closely watched by other leading hotels throughout Japan. This will have a positive impact on other five-star hotels in the country, leading to greater market penetration.”

The promotion, attended by more than 200 consumers, was co-sponsored by USMEF as part of the American Beef Fair, held from March 9-16. The U.S. Consulate in Fukuoka, the Fukuoka U.S.-Japan Society and the Fukuoka American Business Club also supported the event.  

More than 15 U.S. beef dishes were served at the Grand Hyatt Hotel promotion. Cuts used included tenderloin, strip loin, rib eye roll, chuck eye roll and short plate.

The upscale Aroma restaurant in the Grand Hyatt is also holding a U.S. beef fair March 11-15, and on March 16 will have a special dinner, limited to only 26 guests, featuring U.S. beef and wine from Robert Mondavi. The price per person is 15,000 yen (about $130) and already has sold out.  

Japan

USMEF Holds U.S. Beef Promotion At Five-Star Hotel

Last Friday, March 9, the Grand Hyatt Hotel in Fukuoka celebrated its status as the first five-star hotel in Japan to carry U.S. beef by holding a major promotional event. The event was part of a USMEF strategy of working with leading companies in each sector to develop success stories and apply “positive peer pressure” on other key companies in that sector.

“In Japan, most companies are very conservative and are hesitant to take the first step, but once they see the success their competitors are having, they realize they need to get on board too,” says Greg Hanes, USMEF Japan director. “The positive response the Grand Hyatt is having is being closely watched by other leading hotels throughout Japan. This will have a positive impact on other five-star hotels in the country, leading to greater market penetration.”

The promotion, attended by more than 200 consumers, was co-sponsored by USMEF as part of the American Beef Fair, held from March 9-16. The U.S. Consulate in Fukuoka, the Fukuoka U.S.-Japan Society and the Fukuoka American Business Club also supported the event.  

More than 15 U.S. beef dishes were served at the Grand Hyatt Hotel promotion. Cuts used included tenderloin, strip loin, rib eye roll, chuck eye roll and short plate.

The upscale Aroma restaurant in the Grand Hyatt is also holding a U.S. beef fair March 11-15, and on March 16 will have a special dinner, limited to only 26 guests, featuring U.S. beef and wine from Robert Mondavi. The price per person is 15,000 yen (about $130) and already has sold out.