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 Consumers want Canadian Beef on restaurant menus, study finds The foodservice industry is a dynamic sector of the overall Canadian beef marketplace. Operators are always looking for ways to keep their menus current, while remaining profitable. Canada Beef knows that the foodservice segment is ever-changing and has developed a Foodservice Recovery Strategy to help the industry and to grow beef sales. As part of this strategy, a custom research study was commissioned to better understand today’s foodservice environment and how to best support operators. The national study involved surveying 1,000 adult Canadians 18 years of age or older. The data was weighted to represent the actual Canadian adult population by age, gender, and region. The study was conducted between December 22-27, 2022. The study's primary objectives were to understand Canadian adults' attitudes towards beef as it relates to foodservice establishments and the importance of having beef on the menu when dining out. Of those surveyed, most Canadians visiting fine dining, quick service, and family dining restaurants at least once a month view beef as being important or very important on menus. In addition, just over three-quarters of Canadians surveyed noted that it was important or very important for beef on menus to be from cattle raised in Canada. According to the results, respondents said that highlighting dishes featuring Canadian beef on the menu and stating that only Canadian beef products are served is important. This can be done in many ways, including on-menu descriptions, staff interaction with guests, advertising, point-of-sale (POS) materials, etc. Operators may apply to leverage the Canadian Beef/Made with Canadian Beef logos on menus and other POS materials, free of charge, by partnering with Canada Beef at https://cdnbeefperforms.ca/partner-with-us/ Back to main page SHELBY VANSICKLE Senior Director, Channel Marketing

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