D.CCM.2401 - Foodservice Activity

Summary

What is the issue?
Further strengthen and develop key account relationships to deliver increased value at foodservice to increase confidence in menuing of red meat and ensure it remains first choice of protein via customised key account business and communication plans and tailored culinary masterclasses and RMA asset development and promotion.

Why/how did MLA address it?
Engage key foodservice operators and their supply partners to understand their business, learn their challenges and levels of interest.

Further strengthen and develop key account relationships to deliver increased value at foodservice to increase confidence in menuing red meat and ensure it remains a protein of choice via customised key account business plans and tailored culinary masterclasses and RMA asset development and promotion. Collaborate to develop and launch 'on trend' red meat NPD Integrations across HORECA.

What was the primary outcome?

Food Service Partnerships, Masterclasses:
• Australian Culinary Federation at Fine Food Sydney AU X 3 sessions.
• ALH First 5 Steak Video: content delivered to support culinary staff nationwide across 400 venues to master the perfect steak for diners to enjoy excellent eating experience every time.
• Cunard onboard education for BOH chefs on whole carcase menu utilisation led to expansion of Australian red meat being used in the northern hemisphere due to domestic activities 2.5 tonne per three-day voyage.
• Bidfood foodservice businesses and PFD roadshow average 40 each session across three states 240 Key Account Managers and Group Exec Chefs PFD and Bidfood cover 30% of wholesale food distribution.
• 11 masterclasses
• ~880 chefs and foodservice sales staff trained
• 30% coverage of wholesale food distribution

Foodservice Innovations:
• Dominos – 2-year collaboration to deliver a new lamb pizza range for an LTO that coincided with the summer lamb campaign: 500,000 pizzas sold/equating to 70 tonnes of Australian lamb leg over six weeks (50 Tonne cooked product).
• Muster Grill – proof of concept to premiumise and further utilise the non-loin cuts of beef in QSR: 5,583 menu items sold over 10 events at the stadium.
• Lamb Paddock – proof of concept to drive menuing of lamb in QSR in a segment dominated by chicken and beef: Outlet extended for another year. 2024 Average lamb units sold 313 per game (~13% food court sales out of six competing outlets).
• Mad Mex – Carne Asada Steak LTO promotion April to June and additional beef line to menu across 75 stores nationwide: 282,000 serves sold equating to ~25t beef flank, inside skirt, outside skirt.
• ALH – leveraging MLA’s Bronco’s sponsorship, expanded steak promotion from SE Qld venues in 2023 to all Qld and NSW venues in 2024 footy season: NSW Wagyu Promotion is ~13% uplift of total steak sales for the state with 4,226 units sold.

Rare Medium Live 2023 brought together ~130 culinary decision makers from influential operations and high volume accounts; as well as grocery retail category buyers to be inspired, drive innovation with red meat and increase its presence on menus and shelves.
130 attendees Coles Rib Fingers SKU + revamp (per above).

Objectives

- Engage key foodservice operators and their supply partners to understand their business, learn their challenges and levels of interest.
- Further strengthen and develop key account relationships to deliver increased value at foodservice to increase confidence in menuing red meat and ensure it remains a protein of choice via customised key account business plans and tailored culinary masterclasses and RMA asset development and promotion.
- Collaborate to develop and launch 'on trend' red meat NPD Integrations across HORECA.