Restaurant ‘Livestreaming’ Event in China Features U.S. Pork, Beef

USMEF teamed with social media influencers to livestream sales promotions involving three restaurant chains in China, to introduce U.S. beef and pork dishes and facilitate immediate purchases by curious consumers.

Funded by the National Pork Board and the Beef Checkoff Program, the activity was designed to share the attributes and advantages of U.S. red meat while also promoting restaurants that feature U.S. pork and beef on menus.

“The participating restaurants each provided discounts on dishes made with U.S. pork and beef and online viewers were able to directly buy the dishes in the activity’s livestreaming room,” explained Ming Liang, USMEF marketing manager in China.

Race Restaurant, a Guangzhou steakhouse with three locations, features U.S. chilled beef on its menu – striploin, ribeye, tomahawk and rib fingers.

Westwood Fire and Smoke is an American-style restaurant with locations in Shenzhen, Foshan and Hong Kong. It specializes in U.S. beef smoked prime ribs and has U.S. beef short ribs and U.S. pork spareribs on the menu.

The third participant was Juda Korean BBQ, a traditional South Korean barbecue restaurant in Guangzhou. “The Juda chain has used U.S. beef and pork since opening five years ago and a majority of their customers are Korean visitors,” said Liang. “They are trying to attract more Chinese consumers and promoting U.S. red meat on the menu is one strategy they are using.”

In all, more than 200,000 viewers logged in to the livestreaming events with the three restaurant chains.

The livestreaming home page for Westwood Fire and Smoke, one of the restaurant chains that participated in a livestreaming sales promotion