Menu improvements would help boost red meat sales

Descriptive and informative menus can encourage diners to select meat-based dishes, according to AHDB research.

Out-of-home (OOH) dining remains an important area for red meat, accounting for 6-13% of total beef, lamb and pork volumes in the UK during 2022, according to AHDB estimates.

However, the research shows there are opportunities to elevate the red meat offering OOH to maximise sales and improve the reputation of the industry.

The new findings from AHDB's Consumer and Retail Insight team show that getting the menu and dish offering right is key to ensure a consumer chooses a particular eating establishment, and red meat dish.

The eating-out market is driven by indulgence and enjoyment, which are associated with perceived quality. When presented with mock menus and asked to select which areas signalled meat quality to them, consumers said standards and "Britishness" combined was most meaningful to them.

The Union flag, Red Tractor and RSPCA Assured logos, for example, were identified as trusted, intuitive symbols. A reference to a local butcher can also be a valuable addition, as they are perceived to 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.

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.

Kim Heath, AHDB Senior Retail Insight Manager, said:

"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."