Descriptive and informative menus could encourage diners within the out-of-home market to pick out meat-based dishes.

That is in keeping with analysis from the Agriculture and Horticulture Improvement Board (AHDB), which additionally confirmed that out-of-home eating accounted for between six and 13% of whole beef, lamb and pork volumes within the UK throughout 2022.

Nonetheless, the board has mentioned that its analysis has uncovered unused alternatives to raise the crimson meat business within the out-of-home market and, if carried out, may maximise gross sales and enhance the status of the business.

The brand new findings from AHDB’s shopper and retail perception crew have highlighted that getting the menu and dish providing proper is the important thing to making sure {that a} shopper chooses a crimson meat dish after they eat out.

AHDB senior retail perception supervisor, Kim Heath, mentioned: “The analysis offers eating places and different eating-out institutions with insights to assist them maximise gross sales of those dishes, benefiting the provision finish of the market by enhancing the status of crimson meat amongst customers and rising demand.”

Out-of-home market

AHDB mentioned the out-of-home market is pushed by indulgence and pleasure, that are each related to perceived high quality from customers.

When offered with mock menus and requested to pick out which areas most signalled meat high quality to them, customers acknowledged that requirements and ‘Britishness’ mixed have been probably the most significant facets to them.

The Union flag, Crimson Tractor and RSPCA Assured logos, for instance, have been recognized as trusted, intuitive symbols in keeping with AHDB’s analysis.

“Coupling this with appetising photos and descriptions centered on preparation and cooking strategies, flavour and consuming expertise, will bolster meat high quality and style perceptions additional,” AHDB mentioned.

“Descriptive phrases equivalent to ‘tender, sluggish cooked stomach of pork’ suggests a sensory expertise, and ‘specifically chosen for flavour’ implies high quality and care.

“Descriptors round freshness and out of doors bred and reared have been additionally valued items of data to tell meal selection.”