Org Newsroom Menu Beef. An extensive advertising campaign for beef begins this month, targeting restaurant operators nationwide. That s just one of the reasons we must maintain a highly visible and proactive role in promoting innovative beef concepts to the foodservice industry.
Research shows that the foodservice channel is booming.
Today, just over half of the consumer food dollar is being spent in restaurants, mainly due to a strong economy coupled with a growing demand for convenience. That s why people are turning to restaurants. Convenient beef products are beginning to make inroads with restaurateurs, who are enjoying the upswing in patron spending but feeling the need for menu variety and continued food safety concerns, as well as pressures of a shrinking labor pool. In fact, the National Restaurant Association predicts that by 2010 restaurants will be spending more advertising dollars for recruiting employees than they will be for consumer promotions. These include the top 200 chain restaurants, top 100 high-volume independent restaurants and the top 25 contract management companies, such as those who service businesses and schools.