Canadian beef producers are expected to get a boost from a joint-venture promotion that will see a beef burger appear for the first time on a major national pizza chain’s menu.
Through its partnership program, the Beef Information Centre (BIC) has partnered with Boston Pizza to launch the chain’s prime rib burger.
Made with eight ounces of ground prime rib, it means hundreds of thousands of pounds of additional Canadian beef sales.
“BIC influenced Boston Pizza’s product specification to include 100 per cent source specific Canadian beef in the development of this exciting new menu item,” says John Baker, BIC’s executive director of trade marketing. “This was achieved through a lengthy consultation and collaboration process right from the preliminary phase of development through to the product launch.”
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The prime rib burger is being launched in a national television and radio campaign running this fall. The television ads, menus and point-of-sale materials feature the prime rib burger and prominently display the Canadian beef brand mark.
“BIC was able to leverage producer investment 12:1 on this initiative,” says Baker. “Combined with the additional beef sales and the national exposure of the Canadian beef brand mark, this new burger is a success story for the Canadian beef industry.”
Boston Pizza is a national chain of casual dining restaurants with over 340 locations across Canada. Boston Pizza ranks number one in sales in the casual dining segment in Canada, and number nine in overall sales. They have a strong location focus in small towns and communities.
BIC’s efforts to maximize demand for Canadian beef and optimize the value of Canadian beef products is funded in part by cattle producers through the National Beef Check-Off, and through beef industry market development funds provided by the federal government and the Alberta provincial government.
