DENVER — Hispanic point-of-sale materials recently sent fresh beef sales soaring at three Dillons Stores in Kansas.
Beef cuts across all major subprimals saw volume increases in the high double-digits, with offals sales zooming up just under 83%.
The beef-checkoff-funded pilot study was conducted for 12 weeks, and Dillons officials were enthusiastic about the results.
Indeed, test results also revealed that the Hispanic POS elements increased grocery shopping trips from 8.2 trips per month to 11.1 trips per month.
Nineteen percent of respondents said they will shop for meat at Dillons much more often and 51% say they will shop for meat at Dillons somewhat more often because of the new POS elements at the meat case.
Test store shoppers also reported consuming beef more often as part of their daily meals. The percentage of meals including beef grew from 62% to 77%.
Detailed sales figures showed volume sales of round up 35.5%; chuck, up 60.1%; rib, up 26.9%; and loin, up 41.7%.
Volume sales of beef variety meats (offals) showed the biggest increase with 82.7%.
The beef-checkoff research, with assistance from the Iowa Beef Industry Council, was conducted in order to compare the performance of Dillons stores without the Hispanic point-of-sale materials to test stores with the materials.
The point-of-sale materials in test stores included a shopper brochure with a dictionary of cuts, channel strips, counter posters, on-pack recipes, a theater floor sign and a “Hablo Español” employee button.
“With a growing Hispanic population in the U.S., the need to reach out to this group is increasing,” said Jim Henger, executive director of marketing for the National Cattlemen's Beef Association, which contracts to manage retail programs for the beef checkoff.