The next customer who walks into the meat department of a major Mexican super...

The next customer who walks into the meat department of a major Mexican supermarket chain might be looking for more than a couple of U.S. pork chops and a juicy piece of U.S. beef. He (or she) could be assessing the state of the meat case, its cleanliness, attractiveness and the helpfulness and friendliness of the staff. This customer could also be the deciding factor in whether the supermarket meat department manager wins a free vacation.

The U.S. Meat Export Federation (USMEF) launched its Mystery Shopper 2006 Program at a large supermarket of the prominent Comercial Mexicana chain in Queretaro on February 20, and meat department managers and store managers from 23 stores attended. The Mystery Shopper 2006 Program will evaluate 75 retail stores from three chains: Comercial Mexicana, Gigante and Chedraui in 12 cities of the Bajio Area (Central Mexico) and Tijuana (a border city south of San Diego). The 2006 Mystery Shopper Program will run until September 30.

”Mystery shoppers” – who look and act like any other customer – rate the store on a number of attributes, including sanitation, display, customer service and U.S. meat promotion. Shortly after the mystery shopper visit, a USMEF supervisor visits the meat department manager to let him or her know how the department is doing and how it might improve its scores. The goal is to score higher and higher points as the program progresses. The meat department at one supermarket last year scored in the 40s (on a 100-point scale) at the beginning of the program, but was in the high 80s five months later. Experience has shown USMEF-Mexico that immediately after the introduction of the Mystery Shopper Program into a store, service and cleanliness standards improve and U.S. meat sales increase. It’s a tactic USMEF has used for the last five years to improve retail stores’ meat management procedures and the presentation of U.S. meat products. 

The program is a good example of the highly successful partnerships USMEF has forged with Mexico’s retail chains that have helped place Mexico consistently in the No. 1 or 2 market for both U.S. pork and beef exports. Supermarket chains that participate in the USMEF mystery shopper program have seen 20 to 25 percent increases in sales of U.S. beef and pork. 

At the Mystery Shopper 2006 Program launch, Mexican USMEF Retail Marketing Manager Gustavo Castaño stressed the importance of good hygienic meat management practices. He explained the microbiological, physical and chemical risks involved in bad food management practices and emphasized the importance of order, cleanliness, and following regulations.

The program awards prizes to stores in each retail chain as an incentive to employees. First prize is a trip for the meat department manager.

The U.S. Meat Export Federation is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, lamb, corn, sorghum and soybean checkoff programs.

– USMEF –