How to convey quality on the menu to millennials Quality is one of the biggest factors Millennials consider when choosing where to dine out and what to order, but how they define quality beef might surprise you. New consumer research from the Beef Checkoff shows that beef’s taste and experiential attributes are the highest indicators of quality, not the latest buzzwords. Including these cues on the menu can highlight beef’s quality to your guests and capture millennials’ dining out dollars.

1. QUALITY COUNTS
How to convey beef quality to
Millennial consumers

2. Foodservice operators are
competing for millennials’ food
dollars, and data shows that
millennials are willing to spend
more of these dollars on high-
quality beef.
But how exactly do millennials
determine quality? And how can
operators define quality in a way
that differentiates themselves,
drives loyalty and generates
sales?
The following insights will help
operators transform research into
words to convey quality to guests
and ensure they feel good about
the beef served in foodservice.

3. Beef’s taste and experiential attributes are
the highest indicators of quality
The top words that indicate high-quality beef
to millennials:
 FRESH
 TASTE
 TENDER
 JUICY

4. Millennials say what cattle eat and how beef is
prepared have the biggest impact on beef's
quality
Factors that impact beef’s quality, according to Millennials
27%
26%23%
10%
10%
4%
How the cattle are
fed
How the beef is
cooked or prepared
How the cattle are
raised
How the beef is
distributed
How the cattle are
butchered
Where the beef is
purchased

5. There are many ways to tell beef’s story
on the menu
 How your beef is selected
 How it’s prepared
 How it’s cooked
 Where it comes from
 Who it comes from
 How it is raised

6. Tell authentic
stories of the beef
community; every
product has a
story
IN-MARKET EXAMPLES:

7.  Tender, fresh and juicy
are the terms that most
indicate quality to your
guests
 Consumers associate
these descriptions with
beef more so than
other proteins
 Convey quality by
including these
descriptors on the menu
 And since origin
resonates too, use the
Beef Checkoff and your
suppliers as resources
to help you tell beef’s
story authentically
and accurately
Turning Insight
into Action

8. Get Specific with Cuts, Preparation Method
and Grades
Beef cuts
millennials view
as being the
highest quality:
Filet Mignon
Sirloin
Ribeye
Tenderloin
Porterhouse
T-Bone

9. Specify the cut
name that
guests already
associate with
high-quality
IN-MARKET
EXAMPLES:

10. References to USDA quality grades imply
quality
Words and phrases that convey quality:
44% of millennials say “Grade”
(e.g. Choice or Prime)
 Consumers associate these terms with beef
more than with other proteins
42% of millennials say “USDA-
Inspected”
 Even though all beef is USDA-inspected,
Millennials ranked the words ‘100% USDA-
inspected’ as a strong indicator of quality

11. Call out USDA
quality grades on
the menu to drive
orders with guests
looking for a
quality, satisfying
meal
IN-MARKET EXAMPLE:

12. Medium Rare and Medium Well are the
highest quality degrees of doneness

13. When it comes to beef, sensory sells
WOOD-FIRED GRILLED SEARED
Let the powerful experiential qualities of beef
make the sale for you

14. Sensory
descriptions
create
anticipation for
beef’s unique
taste and eating
experience
IN-MARKET EXAMPLE:

15. Turning Insight
into Action
 Referencing a cut’s
name, doneness and
preparation method
enhances millennial
perception of quality
 Use words that illicit
beef’s taste and smell
on the menu
 Highlight your
restaurant’s culinary
expertise and
practices, and beef’s
unique sensory
qualities to create
anticipation for your
guests

16. Make Beef Memorable
Phrases like ‘cooked to order’, ‘chef selected’, ‘cooked to perfection’,
‘in-house’ and ‘hand-trimmed’ add consumer anticipation that the beef
was expertly prepared – adding incentive to order

17. Describe the
skilled preparation
of steak
consumers seek
when dining out
IN-MARKET EXAMPLE:

18. Consumers are more apt to choose beef over other
proteins if they get confirmation that beef is a healthy, tasty
choice from trusted sources
Reassure consumers of beef’s role in a
healthy diet

19. Respond to
consumer demand
for lighter fare,
pairing a sensible
portion of beef
with fresh veggies
and whole grains
IN-MARKET EXAMPLES:
A USDA select, 8 oz seasoned sirloin steak
cooked to perfection. Served with whole
grain rice and steamed zucchini & squash

20. Turning Insight
into Action
 Communicate the care
you took while
selecting and
preparing the beef on
your menu
 Give guests
background information
on hand-selection,
hand-made and chef-
specific instructions
to signal quality
 Menu lean cuts that
perform well in
foodservice – like
Sirloin and Tenderloin –
along with the high-
quality indicators

21. Satisfaction means living up to
expectations. Create and then live up to
consumers expectations.
Create anticipation for your guests.
Cook to their preference and menu
fresh, juicy and delicious beef.
Freshness can be tasted, so be
transparent with guests about
preparation, and communicating beef’s
strong quality associations is the best
way to indicate quality.
Satisfy with Quality
Beef

22. Additional Resources at
BeefFoodservice.com

23. The Beef Checkoff Offerings
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