The SIMPLYBEEF guide to BEEF ALTERNATIVE MERCHANDISING AM SECTION 2 The BAM intiative Here the BAM program is fully explained and includes a comprehensive overview, launch checklist, positioning strategies and merchandising schematics. For more information, please contact: National Cattlemen s Beef Association Phone: (303) 694-0305 or visit us at www.beefretail.org 2009 Cattlemen s Beef Board and National Cattlemen s Beef Association
BAM Initiative The market is ready for something new: BAM. As an innovative primal optimization program, BAM is designed to utilize all the beef from large- and regular-sized subprimals while creating excitement at the meat case or menu and new motivation for consumers to purchase beef. This program is ideal for everyone from meat executives and meat cutters, to everyday consumers and steak enthusiasts. The objectives of BAM are: To generate new cuts from heavy subprimals. Provide consumers with leaner, higher yield portions. Maintain current customer counts in the middle meat category, by offering alternative products and smaller price points. Generate new cuts for promotional opportunities. Establish optimal beef eating experience through applied cookery and recipe development. Long-term profit builder: It is important to keep consumers in the beef category. In today s economy consumers may trade down or move out of the beef category. For example, a smaller package of beef will still maintain a higher ring at the register than chicken. Would you rather sell a BAM filet at your regular retail price per pound or a chicken filet at your regular retail price per pound? Not only do you have a higher sale, you re encouraging customers to purchase beef and not trade preferences. Think about it if you lose a beef customer, how much does it cost to get them back? 8
BAM Overview There are eight new cuts in this program that add variety and promote a great beef eating experience to consumers. Time and motion data shows that these new cuts use only a few more seconds of labor as compared to traditional cuts. Traditional BAM option Beef Top Loin Beef Top Loin Filet Beef Top Loin Petite Roast Beef Loin, Top Sirloin Butt Beef Top Sirloin Filet Beef Top Sirloin Cap Steaks Beef Top Sirloin Petite Roast Beef Rib, Ribeye, Lip-on Beef Ribeye Filet Beef Ribeye Cap Steak Beef Ribeye Petite Roast 9
BAM Launch How you implement BAM greatly depends on your individual market and the needs of your consumers. What are your customers looking for? This answer will help you decide how to best merchandise and display these new cuts. WHAT CONSUMERS WANT During research, consumers immediately identified several benefits to the new cuts: Easy portion control Leaner choices Convenient, easy and fast preparation More flexible cooking times The two-sided BAM Consumer Brochure will give your customers the details they want about these new, delicious and easy to prepare cuts. 10
Bam Positioning New Category BAM introduces a whole new category--the filet. This is an opportunity for meat executives to introduce a new category in the meat case, moving past steaks and roasts. For consumers it brings a new cuts section or contemporary menu items to the table. The filets are portioned into 4 to 8 oz sizes perfect for today s health conscious consumers. Consumers perceive this as an added value. Line extension This merchandising strategy allows for the ability to expand a section of your meat case by extending the line. Display all forms of the cut together or in a line. For example, full cut, bone-in cut, boneless cut and the filet. This will expand the presence in the meat case and allow the consumer a better chance of recognizing the section, resulting in more sales. Petite Roast Category BAM also includes right sized high quality roasts that are easy to cut, promote and simple for the consumer to use. The smaller roasts are an excellent opportunity to capitalize on down markets throughout the year. For example, you can promote the Top Loin Petite Roast during holidays when the rib market tightens up. Typically, these roasts will cook in just over an hour. Multiple applications Every BAM product is versatile. Delicious applications range from pinwheels and upscale fajitas to kabobs and stir-fry. Through continued communication and seasonal merchandising messages, BAM will offer new methods of cutting along with recipe ideas to continuously bring fresh products to the meat case and menu. 11
Setting Up Simply Beef Consumers, meat executives and meat cutters alike appreciate simplicity. The Simply Beef program is just that and more. Use Simply Beef messaging to entice your customers and communicate the benefits of these new cuts. Want to introduce and explain the Simply Beef program to your shoppers? Display this engaging brochure. One side is all about filets and steaks; the other highlights roasts. Lead your customers to these new cuts with attractive signage at the meat case. NEW! SIMPLYBEEF RIBEYE CAP STEAK 12
Use BAM materials and messaging to show your meat cutters how easy it is to generate these dynamic cuts. For more information on how to order these materials, visit beefretail.org. This is a turn-key program developed for your success. And it s fun for you and your patrons. 13
Merchandising Suggestions: Add new sticker or the primal name designation. Package the cuts in 2 to 3 per package Consider adding a spice packet or merchandise with a shipper of popular steak spices Consumers generally understand these cuts require additional labor and are comfortable paying more for BAM cuts. Create the right size or just for me exclusive item by cutting 1 thick filets. This will help attract the new lean customer. Generate hearty new filets by cutting 1 ½ to 2 thick. 14
Case Layout Samples: Line Extension Schematic Beef Tenderloin Steak Beef Tenderloin Steak Beef Tenderloin Tails Top Sirloin Cap Steak Ribeye Cap Steak Top Shelf Bone-in Top Loin Steak Top Loin Steak Top Loin Steak Thin Top Loin Filet Top Loin Filet Thin Bone-in Rib Steak Ribeye Steak Ribeye Steak Thin Ribeye Filet Ribeye Filet Thin Top Sirloin Steak Top Sirloin Steak Thin Top Sirloin Butt Steak Top Sirloin Filet Top Sirloin Filet Thin FILET AND PETITE ROAST Schematic Tenderloin Filet Tenderloin Filet Tenderloin Tails Top Shelf Top Loin Filet Top Loin Filet Top Loin Filet Thin Top Loin Petite Roast Ribeye Filet Ribeye Filet Ribeye Filet Thin Ribeye Petite Roast Top Sirloin Filet Top Sirloin Filet Top Sirloin Filet Thin Top Sirloin Petite Roast 15
POS Examples: NEW! SIMPLYBEEF RIBEYE CAP STEAK Launch check list: Introducing BAM cuts is exciting. Use this checklist to make sure everything is in place. Feel free to fine tune the program this first month as needed to meet the demands of your customers. Meat associate training conducted POS developed, produced and distributed to stores Schematic developed and distributed On-pack labels developed, printed and distributed Retailer s U.P.C./PLUs, descriptions and pricing downloaded to the scales Sampling program set up Demonstrator training conducted Advertising and/or other promotional plan developed Evaluation data needs finalized 16
URMIS Name UPC/PLU Code Category A* Category B* Beef Top Sirloin Filet, 1323 2138 Beef Top Sirloin Cap Steak, 1421 2236 Beef Top Sirloin Petite Roast, 1321 2136 Beef Top Loin Filet, 1322 2137 Beef Top Loin Petite Roast, 1320 2135 Beef Ribeye Filet, 1253 2068 Beef Ribeye Cap Steak, 1254 2069 Beef Ribeye Petite Roast, 1250 2065 * Categories A and B as defined by Uniform Retail Meat Identity Standards: Provisions have been made for two categories of meat. These categories can be used to designate grades, case ready products, frozen products or any other designation desired by the retailer. 17
Utilizing Subprimals For BAM Today, when a large subprimal is cut for the case we tend to cut it thinner to maintain a desired price point on the scale label. The problem occurs when the consumer takes this unexpected thinner version home. Since the thinner steak takes less time to cook, most consumers will overcook it, resulting in a poor eating experience and a dissatisfied customer. If you follow the BAM program, you will generate consistent cuts. With our easy recipes and cooking ideas, consumers will properly prepare these new cuts and enjoy a satisfying beef eating experience. How to choose subprimals: When selecting subprimals to cut for BAM we recommend selecting the larger pieces to maximize quantities and final cut sizes. BAM was specifically designed to address the subprimals that are processed from larger cattle. This program does work with smaller subprimals as well, just remember the smaller the subprimal the smaller the steaks, filets and roasts. To provide your customer with the optimal steak experience we suggest you take a different look at the specific subprimal you are about to cut. 18
BEEF TOP LOIN BEEF TOP SIRLOIN BEEF RIBEYE FILET FILET BAM CAP STEAK FILET CAP STEAK ROAST ROAST ROAST For easy reference and recognition, each BAM subprimal and its related cuts have been color coded. Cut steps, posters, case signs and all materials will feature these colors for a fun way to convey information about cuts from certain subprimals. 19