Descriptive menus would boost red meat sales

The latest research from AHDB has shown that menus including informative descriptions can encourage out-of-home (OOH) diners to choose meat-based dishes. OOH dining accounted for 6-13% of the total volume of pork, beef and lamb in the UK in 2022, however this could be further increased according to the research. The Consumer and Retail Insight team has found that selecting the language and dish offering carefully can sway a consumer’s decision towards a red meat dish. When given mock menus and asked to choose which areas signalled meat quality to them, consumers reported that standards and ‘Britishness’ were most meaningful. Well known assurance schemes, such as Red Tractor, were appealing, and references made to a local butcher can also make a difference to consumers’ views, as they are perceived to handle and process higher quality meats. Pairing this with appetising images and descriptions detailing flavour and eating experiences will increase 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.” The full research can be found here.