A fast-casual chain of seven restaurants in the greater Los Angeles area has become the first chain in the U.S. to actively promote its use of Canadian beef.
According to Canada’s Beef Information Centre (BIC) in a release Friday, L.A.-based Stonefire Grill has added the Canadian Beef brand mark to its marketing materials and offers a Canadian tri tip on its menu.
“While Canadian beef is served at many restaurants in the U.S., Stonefire Grill is the first to put the Canadian beef brand logo on their materials,” BIC chair and Lundbreck, Alta. producer Judy Nelson said in the centre’s release.
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And tri tip is an “undervalued” cut in Canada compared to regional markets in the U.S., BIC noted.
BIC said it first developed a relationship with Stonefire Grill at a National Restaurant Association trade show, and worked with the company to identify its Canadian beef specifications and supply needs.
BIC said it was also “hands-on” with the chain, spending time on-site demonstrating the “Canadian Beef Advantage” to chefs and executives.
“The team at the BIC was very supportive,” Stonefire’s Kaduri Shemtov said in the release. “We continue to work with them on this program as well as other items. We are very pleased with the relationship and the product. Canadian beef is a great choice.”
Stonefire was first developed in 2000 at Valencia in Santa Clarita, just north of L.A., by sisters Maureen and Mary Harrigan.
The Harrigans based Stonefire on a fast-casual approach in which diners walk in, place an order, pick up their own utensils and drinks and then take their seats. The chain also bills itself as “southern California’s leader in takeout services,” offering its entire menu for takeout.
The company is also well known as a supporter of local causes, including sponsorship in May for Canadian-born actor William Shatner’s Hollywood Charity Horse Show, which benefits a number of children’s charities.
The privately-owned company said it is not currently in expansion mode, nor does it currently franchise or seek new investors.
