Menu wording key to boosting red meat sales, research suggests
5th June 2023
AHDB research involving mock menus revealed ‘Britishness’ and standards were particularly meaningful to consumers.
More descriptive menus in pubs and restaurants could boost perceptions of British red meat as tasty, nutritious and sustainable, a new study has indicated.
‘Out-of-home’ dining is an important area for red meat, accounting for 6-13% of total beef, lamb and pork volumes in the UK during 2022, AHDB estimates. Trends and popular dishes also tend to filter through to meals cooked at home.
AHDB commissioned independent market research agency The Nursery to carry out research using focus groups and menu tasting/eye tracking in the dining out market. The study, which was focused on mid-range pub/restaurant dining, revealed steps that establishments could take to maximise sales and improve the red meat sector’s reputation.
Consumers were presented with mock menus and asked to select which areas signalled meat quality to them. Standards and ‘Britishness’ or local sourcing were highlighted as the most meaningful aspects.
The Union flag, Red Tractor and RSPCA Assured logos were identified as trusted, intuitive symbols. A reference to a local butcher can also be valuable, as the perception is that they handle and process higher quality meats.
Coupling this with appetising images and descriptions focused on preparation and cooking methods, flavour and eating experience, will bolster meat quality and taste perceptions further, AHDB says.
Consumers were asked questions after seeing two menus. Menu A said: ‘British pork belly served with wholegrain mustard mash, cider apple sauce and buttered greens’. Menu B said: ‘Tender, slow cooked belly of pork. Outdoor bred pork served with wholegrain mustard mash, cider apple sauce and buttered greens. Our outdoor bred pork is sourced from award winning farms’.
Descriptive words such as “tender, slow cooked belly of pork” suggests a sensory experience, and “specially selected for flavour” implies quality and care. Descriptors around freshness and outdoor bred and reared were also valued pieces of information to inform meal choice.
Sustainability was found to be reassuring but isn’t at the forefront of consumers’ minds when selecting a dish from the menu. This could be communicated off-menu. Health messaging similarly takes a lower priority on menu but should still be mentioned elsewhere, such as the restaurant website.
The more descriptive the menu the more long-term red meat perceptions are improved, also driving sales, AHDB says. A strong menu should also be supported by knowledgeable staff.
“The research provides restaurants and other eating-out establishments with insights to help them maximise sales of these dishes, benefiting the supply end of the market by improving the reputation of red meat among consumers and increasing demand,” says Kim Heath, AHDB senior retail insight manager.
Read the full report here: https://ahdb.org.uk/knowledge-library/consumer-insight-opportunities-to-raise-the-reputation-of-red-meat-in-the-dining-out-market
