Beef centre’s “Partners” program pays dividends

Programs designed to put the Canadian beef brand front and centre in major Canadian restaurant chains have yielded several new partnerships, according to the Beef Information Centre (BIC).

BIC, the marketing and promotional wing of the Canadian Cattlemen’s Association, said in a release Thursday that its Partners Program is putting Canadian beef in a prominent spot with “committed and reputable” food companies.

BIC’s most recent such partnership is with Boston Pizza, the Richmond, B.C.-based income fund and pizza restaurant/sports bar chain with over 300 outlets across the country.

BIC said it worked with Boston Pizza on the development and beef procurement for a new Prime Rib beef burger on the chain’s menu. The burger, made with 100 per cent Canadian beef, is now a permanent menu item for the chain, with the Canadian beef brand logo “prominently featured.”

Another program participant is Casey’s Grill Bar, an Ontario-based chain with over two dozen restaurants between Kenora and Montreal. BIC said Casey’s will feature “several summer-influenced items” on its menu including a Canada AAA Ontario Corn Fed Beef 16 oz T-bone steak, which appears on the menu with the Canadian beef brand logo.

It’s expected that 4,000 steaks will be sold during the promotion, which runs until Aug. 2, BIC said.

BIC also noted that it recently wrapped up a successful Partners program with the Toronto-based pizza chain Panago Pizza from March 2 to May 31.

The program, BIC said, featured the addition of two steak pizzas to the Panago menu: the “Surf and Turf” and the “Turf and Turf.”

The two pizzas were promoted “extensively” in TV ads, with the new Canadian beef brand logo “prominently featured against a backdrop of a grilling steak,” BIC said. The brand logo was also featured on eight million direct mail flyers and on the Panago Pizza website during the length of the program, the centre said.


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