Upload
timothy-beanland
View
215
Download
0
Embed Size (px)
Citation preview
New Chuck Roll Cuts:The Next Frontier
Agenda
• Increasing Beef Demand• Program Background• NEW! Chuck Roll Cuts: The Next Frontier
– The Denver Cut– America’s Beef Roast– Boneless Country-Style Beef Chuck Ribs– Delmonico Steak
• Tools to Assist You• Getting the Word Out• Next Steps
Increasing Beef Demand
• Adding value to the chuck by giving consumers more choices within several price ranges
Loin Cutout Values
150
200
250
300
350
400
4/1
1/0
3
7/1
1/0
3
10/
11
/03
1/1
1/0
4
4/1
1/0
4
7/1
1/0
4
10/
11
/04
1/1
1/0
5
4/1
1/0
5
7/1
1/0
5
10/
11
/05
1/1
1/0
6
4/1
1/0
6
7/1
1/0
6
10/
11
/06
1/1
1/0
7
WEEK
$/c
wt
Prime Branded Choice Select Ungraded
Source: USDA
Chuck Cutout Values
80
90
100
110
120
130
140
4/11
/03
7/11
/03
10/1
1/03
1/11
/04
4/11
/04
7/11
/04
10/1
1/04
1/11
/05
4/11
/05
7/11
/05
10/1
1/05
1/11
/06
4/11
/06
7/11
/06
10/1
1/06
1/11
/07
WEEK
$/cw
t
Prime Branded Choice Select Ungraded
Source: USDA
The chuck (and round) cuts do not achieve value for different grades (yet)
• New news about beef– Passion + Protein + Strength = Beef– “It’s ok to satisfy my desire for beef”
• Consumers Love Beef Beef is great tasting! Beef makes you strong! Beef keeps you going!
Increasing Beef Demand
Program Background• Original Beef Value Cuts program launched in 2000• Most successful cuts from the clod include:
1. Flat Iron Steak2. Petite Tender 3. Ranch Steak
+19%+43%
+96%
RanchSteak
PetiteTender
Flat IronSteak
Foodservice: 2006 Tremendous Growth
37MM lbs.
40MM lbs.
92MM lbs.
Retail: 2006 Increased Availability
Source: NCBA Retail & FS teams
321
9,900
5,000
0
2,500
5,000
7,500
10,000
2003 2005 2006
# o
f R
etai
l Sto
res
The Next Frontier:
Introducing America’s Favorite Chuck Cuts
• Tender, flavorful, versatile
• 4th most tender muscle
• Generously marbled for a juicy,restaurant-quality steak experience
• Preferred Cooking Method– Grill
• Applications– Center of the plate
The Denver Cut
(Under Blade 116G)
The Denver Cut
A Steak Lover’s Steak
America’s Beef Roast
• Succulent and impressive with great beef flavor
• Cost-effective alternative to Prime Rib– Includes 3rd and 8th
most tender muscles
• Preferred cooking method– Oven roast (dry roasting)
• Applications– Center of the plate– Perfect for roast beef sandwiches
(Chuck Eye 116D)
America’s Beef Roast
The Versatile Roast
• Flavorful and juicy
• Meaty, tender ribs without the bones
• Perfectly portioned
• Leftovers have great robust flavor
• Preferred cooking method– Braise or braise then grill
• Applications– Center of the plate– BBQ
Boneless Country-StyleBeef Chuck Ribs
(Chuck Eye 116D)
Boneless Country-StyleBeef Chuck Ribs
Delicious. No Bones About It.
• Premium flavor
• Extremely tender & juicy– Cut from an area of the Chuck Roll
right next to the ribeye
• Suitable for any occasion
• Preferred cooking method– Grilling
• Applications– Center of the plate– Dry rubs & sauces heighten the great beef flavor
The Delmonico Steak
(Chuck Eye 116D)
FIX
The Delmonico Steak
A 4-star plate presentation
Positioned For Success
• Industry tested and developed– Project work to date
• Muscle optimization study• Technical
– Detailed due diligence
• Culinary center research– Cooking applications– Recipe development
Positioned For Success (cont.)
• Industry tested and developed– Positive input and feedback
from top packers– Integrated naming process
• Industry business professionals• Academia
– University of Nebraska
• Consumers• USDA involvement
Versatile• These chuck cuts are well-suited for:
– High-volume cooking– Home-style cooking– Ethnic dishes– Steaks– Premium beef offerings
• Fajitas• Burgers• Roasts
Why America’s FavoritesWill Be Yours Too
• Beef lovers will embrace these new Chuck Roll cuts!– Offer versatility, variety & great beef flavor
• Distinctly different cuts from what is currently offered in the fresh meat case and restaurant menus
• These cuts will meet the needs of their cooking and dining lifestyles
• Increased profit & margin opportunities
Getting To Know The CutsTools To Assist You
• Cutting Guides– IMPS/NAMP
descriptions– Image of new cut– Detailed cutting
instructions– Images showing
cutting procedures
• Fact Sheets– Cooked product image– Product attributes– Applications– Preparation
instructions
Getting To Know The CutsTools To Assist You
• Sell Sheets– Great for staff
education– Cooked product image– Product features &
benefits– Customer benefits
Getting To Know The CutsTools To Assist You
116 A Chuck Roll Net Margin ($) CWT Retail Value Per PoundTotal Cost Per Pound Pound Profit
Net Margin (%)
Retail Price Assumptions1) Beef Chuck Roll Retail Merchandising: Chuck Roast/Steaks, Chuck-Eye Steak $182.32 $4.02 $2.20 $1.82 45.35%
Beef Boneless Chuck Roast/Under Blade Roast $4.29 Three new ways to merchandise the Chuck Roll
Beef Boneless Chuck Eye Steak $4.991(a) Beef Chuck Roll Rib Program: Chuck (Splenius) Steak , Country-style ribs, Serratus Ventralis Steak $273.66 $5.03 $2.29 $2.74 54.46%
Beef for Stew $3.99
80/20 Trimmings (Ground Chuck) $3.291(b) Beef Chuck Roll Full Merchandise: Underblade Pot Roast (Serratus, Splenius, Rhomboideus), Country-Style Ribs and Chuck-Eye Roast $253.34 $4.67 $2.14 $2.53 54.20%
Beef Boneless Chuck Short Ribs (1c) $4.99
New Beef Boneless Chuck Eye Country-Style Ribs
$5.99 1(c) Beef Chuck Roll Full Single Muscle: Chuck-Eye Roast, Chuck (Splenius), Rhomboideus (Stew), Serratus Ventralis Steak and Short Ribs $277.54 $4.84 $1.79 $2.78 57.29%
New Beef Boneless Chuck (Serratus Ventralis) Steak
$6.99
New Beef Boneless Chuck (Splenius) Steak $5.99 SPLIT the Chuck Roll into 2 sections 116A = 116E + 116D
Rhomboideus (Stew) $3.99 116 E Chuck Under Blade (Serratus Ventralis, Rhomboideus, and Splenius) Net Margin ($) CWT Retail Value Per PoundTotal Cost Per Pound Pound Profit
Net Margin (%)
New Beef Boneless Chuck-Eye Roast $5.992) Under Blade with Rhomboideus 1/4 trim: Chuck (Splenius) Steak, Rhomboideus (Stew), Serratus Ventralis Steak, Stew and Trim $214.23 $4.96 $2.82 $2.14 43.21%
Subprimal Cost Assumptions Date
USDA Market News (National Weekly Boxed Beef Cutout and Boxed Beef Cuts )
9/21/2007 2(a) Beef Chuck Under Blade: Under Blade Pot Roast $136.99 $4.17 $2.80 $1.37 32.88%
116 A Beef Chuck, Chuck Roll $1.76
116 E Beef Chuck, Chuck Under Blade Roast $2.56 2(b) Beef Chuck Under Blade: Under blade Pot Roast, Rhomboideus (Stew) $125.80 $4.09 $2.83 $1.26 30.78%
116 D Beef Chuck, Chuck Eye Roll $2.56
116 G Beef Chuck, Edge Roast (IM) $2.74 116 D Chuck Eye Roll Net Margin ($) CWT Retail Value Per PoundTotal Cost Per Pound Pound Profit
Net Margin (%)
116 G Beef Chuck Edge Roast (IM) + 116D Chuck Eye Roll + Splenius
$2.56 3) Beef Chuck Eye Roll Only: Chuck-Eye Roast $555.42 $5.55 $2.90 $2.66 47.84%
Variables
Hourly Retail Meat Cutter Labor Rate $18.00 3(a) Beef Chuck Eye Roll Only: Country-Style Ribs $554.62 $5.55 $2.69 $2.86 51.55%
Marketing Cost (% of retail price) 0.00%
116 G Chuck Edge Roast (Serratus Ventralis) Net Margin ($) CWT Retail Value Per PoundTotal Cost Per Pound Pound Profit
Net Margin (%)
4) 116 G Serratus Ventralis Single Muscle: Serratus Ventralis Steak, Stew and Trim $263.25 $5.50 $3.06 $2.63 46.26%
Tab Color Key
116G + 116D Net Margin ($) CWT Retail Value Per PoundTotal Cost Per Pound Pound Profit
Net Margin (%)
5)116 G Serratus + 116D Chuck Eye Roll with Chuck (Splenius) $256.35 $5.50 $2.94 $2.56 46.60%
Cut Test: Supporting cut test detail (teal tab)
Retail Merch Subprimals: 116A and 116D Merchandising Options Top line detail summary view (light blue tab)
116 A Chuck Roll
116 E Chuck Under Blade
116 D Chuck Eye Roll
Enter new retail prices, subprimal, labor and marketing costs and new date (Column B)
Assumptions and Results: What if scenarios? All data rolled up into top line results (yellow tab)
116E Subprimals: Top line summary view (purple tab)
116 G Chuck Edge Roast (Serratus Ventralis)
NEW BOX: 3 pieces in box. 116G Serratus Ventralis, 116D Chuck Eye Roll and Splenius
Economic Model
Recipes Website
Technical Support
Getting To Know The CutsTools To Assist You
Photos
Getting the Word Out!
• NCBA PR– Press releases– Fact sheets– Photos– Be available for interviews– Posting materials on Foodservice, Retail & BIG
websites• Participate in events/trade shows
– RCA – March 2008– AMI – March 2008– MUFSO 2008– NRA 2008
Optimizing the Chuck Roll is a Win-Win!
• For Consumers– Expands the range of appealing
beef cuts from the chuck • Variety• Versatility• Great beef flavor• Tenderness
Optimizing the Chuck Roll is a Win-Win! (cont.)
• For Operators and Retailers– Stimulates beef demand
and consumption• News for your consumers• Provides additional meat equities
for operators and retailers• Provides added margin/profitability
in the fresh meat case• Merchandising flexibility• Potential for improved in-stock position
Optimizing the Chuck Roll is a Win-Win! (cont.)
• For Processors/Packers and Steak Cutters – Adds choices/variety– Boosts volume, increases margin– Maximizes carcass value
New Chuck Roll Cuts:The Next Frontier
Let the Expedition Begin!