Beef is a staple offering in Canadian restaurants, but prevailing economic and operating conditions have had an impact on the role this protein plays on menus. “Overall, [menu items featuring] beef have risen in price 0.9 per cent in the last year, with the largest price increases in senior’s menus (up 17.4 per cent) and appetizers (up five per cent),” shares Katie Belflower, associate editor, Technomic.
Data from Canada’s Food Price Report 2023 — published by Dalhousie University, the University of Guelph, the University of British Columbia and the University of Saskatchewan — further highlights the ongoing impact of inflation. According to the report, meat prices increased 7.6 per cent between September 2021 and September 2022. And, the report predicts further increases of five to seven per cent for 2023.
“Inflation has certainly affected us,” says Dave Godfrey, director of Culinary at Markham, Ont.-based Firkin Group of Pubs. “Higher product costs for us leads to higher menu prices for customers. I do think that customers are understanding and are willing to pay a little more — but for quality. They won’t pay top dollar for a burger made from 20-per-cent filler, but will pay the price for a 100-per-cent chuck or wagyu burger. People will still see value and are willing to pay [for] great quality.”
These realities have led to shifts in the way operators approach their beef offerings. At Firkin Group, Godfrey explains, “We’re trying to find ways to utilize some cheaper cuts of high-quality beef — cuts such as tri-tip or flatiron steaks versus a NY [strip steak], slow cooked or smoked brisket, et cetera. [We’re also] looking at adjusting portion sizes, such as changing the size of a burger patty from 7oz to 6oz — still giving customers what they want, but at a comfortable price point.”
As Cody Jones, vice-president, International, Certified Angus Beef (CAB), points out, “In Canada, top sirloin has always been considered a value item, but chefs can elevate it to Certified Angus Beef Prime and still offer an affordable price point with an incredible eating experience.”
In fact, JOEY Restaurant Group does just this, offering 7oz. CAB sirloin as the base for its JOEY Classic Steak, served with fully loaded crispy mashed potatoes and asparagus ($36.75). This item also offers the choice to upgrade to an 11oz NY Striploin (for an additional $13) or a 7oz. filet mignon (for an additional $18).
Other brands have taken the approach of introducing special events and promotional menus in order to offer beef dishes at more accessible price points while drawing customers to dine onsite. One example is the weekly Prim Rib Dinner special offered at B.C.-based Joseph Richard Group’s (JRG) Townhall restaurants. Townhall Langley offers an 8oz slow-roasted prime-rib meal served with mashed potato, Yorkshire pudding, green beans and gravy after 6 p.m. on Sundays ($24.95 or $30.95 for 10oz).
Townhall locations also offer a $9 Smashburger special (all-beef patty, ketchup, mustard, onion, pickles and American cheese) on Sundays as part of JRG’s ‘Happy Days’ specials program. In a similar vein, Earls restaurants offer $5-off all steaks on Wednesdays as part of its ‘Daily Dine-in Deals’ specials.
JOEY also features a number of beef-focused items on its Happy Hour menu. JOEY Sherway in Toronto features a Sliders Royale Duo ($11.75) or Trio ($16.50), Hand-Pressed Burger ($16.50), Bacon Cheddar Burger ($20) and Steak Frites ($26) as part of Happy Hour.
“As chefs balance price points and the growing demand for culinary exploration, they’re able to embrace creativity,” says Jones. “Chefs today are becoming more open-minded when it comes to experimenting with different cuts of beef. They do this in order to make beef more cost-effective on their menu or to cater to a wider range of global cuisines, such as Korean cuisine, which makes use of cuts like short rib that are not only more cost-effective than traditional middle meats, like ribeye, strip and filet, but also align well with their dishes.”
This menu innovation also has value beyond creative problem solving. “People are craving exciting tastes and global flavours — things like Indian curries, Korean barbecue, Mexican birria, et cetera,” Godfrey asserts.
And, there is research to support this belief. Technomic’s Ignite menu data points to significant demand for globally influenced flavours. “Among the fastest-growing flavours paired with beef are Lebanese (up 42.1 per cent), sriracha (up 37.5 per cent), Buffalo (up 23.5 per cent), mango (up 20.5 per cent) and Tex-Mex (up 19.2 per cent),” explains Belflower. “Within this list, we once again see those global flavours such as Lebanese and Tex-Mex. There are also spicy, bold flavours being paired with beef, including sriracha and Buffalo.”
Further, carne asada (up 21.1 per cent) has emerged as the fastest-growing beef product on Canadian menus in the last year (Q1 2022 to Q1 2023). “Within this list [of fastest-growing items], we see some global beef iterations, such as carne asada, as well as more premium types of beef, such as wagyu (up 11.4 per cent),” adds Belflower.
The continued demand for exciting internationally inspired flavours can be seen in menu offering such as Earls’ Bangkok Bowl featuring Thai basil salad, jasmine rice, marinated mushrooms, peanuts and an option of protein, including 3oz. sirloin. Tim Hortons’ recent launch of Chipotle Steak Loaded Wraps and Loaded Bowls also stands as a great example of this trend’s influence.
The 2023 iteration of Chop Steakhouse & Bar’s signature Steak Masters feature menu boasted a range of international flavours, too, all made with 100-per-cent Canadian beef. Featured items included Spicy Beef Bao made with gochujang braised beef, Sous Vide Filet served with beef tallow French fries and a Smoked Sirloin Picanha made with chimichurri.
“Diners want to be wowed by their meal, both the quality and the flavours. Global fusion flavours are taking centrestage and beef eaters are seeking out lesser-known beef cuts for the experience of something new that they can get excited about,” Jones elaborates. “We absolutely see the industry responding to that by making those traditionally less-popular cuts more readily available. It’s exciting to watch chefs innovate and create such beautiful and thoughtful dishes with our beef.”
Looking beyond the popularity of international flavours, Godfrey points to slower cooking methods as a key beef trend. “Smoking is a great method of preparation and is a popular new flavour,” he explains. “Even methods such as sous vide are being used in more casual restaurants. Both techniques allow for creating great, flavourful dishes out of somewhat cheaper cuts of beef.”
Sustainability Matters
An extension of diners’ expectations of a quality experience is the expectation that their favourite restaurants’ offerings take sustainability and responsible sourcing into account.
“We know that consumers today are actively seeking high-quality beef, and the Certified Angus Beef brand is the only brand certified for flavour,” notes Jones. “But, that’s the just a starting point. Beef eaters also care about where their beef comes from and how it’s raised.”
“The success of A&W [in Canada] has shown that people care about sustainable/responsible production of beef,” agrees Godfrey. “Overall, people are much more aware of where their food comes from and how it was raised…and they like to feel good about what they eat.”
And, as University of Guelph professor Mike von Massow explains in the 2023 Nourish Trend Report, when it comes to sustainable meat consumption, “It’s not the cow; it’s the how.”
“Sustainability is now clearly entrenched in the lexicon of Canadian agriculture, shaped by the need to feed a growing domestic and global population on an ever-shrinking land base while finding ways to reduce the environmental impacts of modern farming practices,” says Jo-Ann McArthur, president of Nourish Food Marketing. As an “intriguing” example of this, she notes, “The Canadian Roundtable for Sustainable Beef (CRSP) seeks to encourage production practices that are environmentally sound, socially responsible and economically viable. The result: many QSR chains, including McDonald’s, A&W and Harvey’s, now feature certified sustainable beef on their menus.”
And, as operators work to provide beef offerings that meet guest expectations, effectively telling the story of that beef becomes an important piece of the puzzle.
“As diners seek out exceptional experiences, menus are evolving to not only offer the highest quality, but to tell the story behind the offerings,” Jones explains. “We often see chefs who use the CAB brand include stories — and even photos — on their menus of the Canadian family farmers and ranchers who raise the beef they proudly serve.”
In the face of challenges such as price pressure and economic uncertainty, delivering on guest expectations when they choose to dine out is of paramount importance. “It all comes back to demand for consistent quality and higher dining expectations than ever before,” says Jones. “It starts with the food, but now includes the entire dining experience and how great meals create memories.”
By Danielle Schalk
