Opportunities to raise the reputation of red meat in the dining out market

This analysis examines opportunities for the UK foodservice industry to elevate its red meat offering through communication on menus.

Pinpointing the opportunities

The out of home market remains an important area for red meat accounting for between 6 and 13% of beef, lamb and pork volumes, according to AHDB volume estimates. In addition to this, popular trends and dishes that emerge via the foodservice market often eventually filter through to what consumers cook in-home, so it is important red meat is in the consideration set out-of-home (OOH). So how can UK eating-out establishments elevate their red meat offering to encourage choice when dining out?

Who is this analysis for?

We aim to help restaurants and other eating out establishments to capitalise on opportunities to maximise sales of red meat. This benefits levy payers by improving the reputation of red meat among consumers and increasing demand in the market.

Key findings

• Getting the menu right, and therefore the red meat offering, is key to venue choice
• Establishments must meet consumer meal occasion needs as they influence venue and meal choices

• Quality drives enjoyment. Quality cues for red meat on menus are beneficial, such as signalling British or local sourcing, and accreditations
• Sustainability reassures but isn’t top of mind when selecting a dish from the menu, communicate off menu
• Foodie images and dish descriptions on menus around preparation and cooking methods, as well as flavour and eating experience, bolster red meat quality and taste perceptions
• Health messaging takes lower priority on menu but should still be utilised elsewhere such as the restaurant website

• The more descriptive the menu the more long-term red meat perceptions are improved, also driving sales
• A strong menu featuring red meat can be supported by other touchpoints such as knowledgeable staff

Conclusion

Pubs/restaurants have a role to play in promoting the consumption of red meat and menus are a key source of information (alongside the website and more general information boards). Red meat is a popular choice for diners out of home and is very much perceived as a tasty treat.

Menus that talk about and promote taste also raise quality perceptions and vice versa - dishes that promote quality generally raise taste expectations. Descriptors, accreditations, and logos on the menu generally reassure diners about their choice. More descriptive menus can reassure consumers and boost perceptions of British red meat as tasty and nutritious, as well as more sustainable than red meat sourced from other countries.

Pubs/restaurants and menus (in particular) therefore have a role to play to support the reputation of red meat and wider industry messaging moving forward.

Background

The foodservice market has faced its most challenging period in recent history, with market turnover hugely impacted by the coronavirus pandemic, and is now facing challenges from the cost-of living crisis. However, while there is an immediate challenge, the longer-term picture means that red meat’s reputation will be key. More than two thirds of out of home consumers say they are very sustainability conscious (Lumina Intelligence), while health and animal welfare are also considered.

However, the OOH market is still very much driven by indulgence and an enjoyment. This is an area red meat can capitalise on due to its strong taste perceptions.

Communication on menu provides an opportunity to ensure red meat maintains its appeal and the long-term reputation of the industry is protected. Following research into red meat reputation in the retail environment, both in-store and online, AHDB commissioned independent market research agency The Nursery to explore similar themes, via focus groups and menu testing/eye tracking, in the dining out market. Due to the complex nature of the market, this research focussed on mid-range pub/restaurant dining, however some findings are likely to be relevant to other parts of the foodservice market.

Utilising a two-stage mixed methodology*, the research set out to answer these objectives:

• Do reputational keywords, logos/accreditation and imagery on menus improve attitudes towards the red meat industry, the food itself and the pub/restaurant?
• Does it improve sales? Does it convert people to beef, lamb and pork and encourage them to choose red meat more often?
• Will people pay more for the red meat dish?