Mon, 29 Jan 2018
JORDAN - USMEF partnered with two different styles of restaurants in Amman, Jordan, to promote US beef and Texas-style barbecue techniques. Held in collaboration with Cattleman Joe’s Restaurant and Grill and the Rodeo Grill Steakhouse at the Amman Rotana Hotel, the promotions were funded by the Texas Beef Council (TBC) and designed to help local importers and HRI representatives grow their businesses by selling more US beef.
The Rodeo Grill is a fine dining restaurant, while Cattleman Joe’s is a typical American West casual family dining outlet, explained Lina Kanaan, USMEF representative in the region.
"It was the first time a Texas beef promotion has been conducted in Jordan," said Ms Kanaan. "USMEF and the Texas Beef Council’s strategy was to introduce new US beef cuts such as sirloin flank, back ribs, cowboy steak, brisket, T-bone and porterhouse steaks, applying the Texan cuisine and ingredients to spotlight a variety of US beef cuts in Texan recipes, with a little western ambiance to go with it."
Launch dinners at both restaurants were followed by promotional activities, including a Meat Me in Texas menu promotion at Rodeo Grill and a Texas Beef Festival at Cattleman Joe’s.
At Rodeo Grill, more than 60 guests – including buyers from major trading companies and five-star hotels, food bloggers, social media influencers, members of the Jordanian Chefs Association and local media representatives – attended the opening ceremony. The US Embassy in Amman also participated, as US Economic Counsellor Susannah Cooper gave opening remarks about the US beef industry and its economic impact.
"Even though these cuts are new to Rodeo Grill, the Meat Me in Texas promotions attracted considerable demand," said Ms Kanaan. "Orders placed during and after the promotional period were way above expectations. Feedback from the restaurants and the customers have been positive and indicative of an aptitude for favoring new US beef products and a potential for higher consumption and sales of alternative US beef cuts."
USMEF’s partnership with Cattleman Joe’s promoted Texan cuisine and a myriad of new US beef cuts, grades and menu creations. A Texas beef barbecue night attracted more than 160 guests, including key traders, executive chefs, butchers, foodservice managers, culinary experts, media executives, US Embassy senior staff and many of Cattleman Joe’s top customers.
In the days following the opening event, more than 180 Jordanian parents and children came to Cattleman Joe’s to partake in a Texas Beef Festival, which allowed them to get a taste of the Texas lifestyle while grilling US beef burgers and hot dogs, and preparing sloppy Joes and brisket sliders. Jordanian children enjoyed recreational activities such as face painting and cowboy family photo booths.
"The venture with Cattleman Joe’s was ideal for the Texas promotion in the sense that the restaurant is Texas-themed in its decor, wall art, staff uniforms, music and dishes," said Ms Kanaan. "An added value to this collaboration was the inherent US beef loyalty of the owners of Cattleman Joe’s, their readiness to diversify the US beef cuts served and their passion for innovation."
Cattleman Joe’s sources US beef from multiple local suppliers, so it is able to offer customers a variety of quality beef products, Ms Kanaan said.
Overall, the promotions in Jordan conducted by USMEF and TBC were helpful in strengthening the presence of US beef in the market.
"It also showed the commitment of Texas beef producers to supply the best quality beef products," said Ms Kanaan. "Taking into consideration the fierce competition from Australia, Brazil, India and South Africa, the effort to make buyers and food industry decision makers more aware of US beef and Texas-style beef dishes came at a good time. Given the great response, it’s an effort that should continue."
A video posted on the Facebook page of the US Embassy in Jordan captures the spirit of the US beef campaign.