LEVERAGE THE BRAND DIFFERENCE

Foodservice

Sources: 2016 research studies conducted by Firebox Research & Strategy,

Phoenix, Ariz. 1. In-store intercepts; sample size 600 (includes data from the

United States)2. Web survey; sample size 1,200 (includes data from across the

United States, plus Ontario and British Columbia, Canada)3. 2013 Focus groups conducted across the United States

Consumers Go the DistanceThe average consumer will drive 15 minutes or less to dine out. But 73% of consumers would drive 25 minutes or more to dine at a restaurant featuring the Certified Angus Beef ® brand. And, 18% would drive 45 minutes or more!2

The Full Name Has ImpactUse the full brand name - Certified Angus Beef ® - and logo so consumers know you provide the best Angus beef available. (Be vigilant - using the initials “C.A.B.” leads to confusion among consumers and loses the power of the brand name.)

When given the option, approximately 2/3 (65%) of consumers choose the Certified Angus Beef ® brand over a “local beef” option.2 That’s not to say consumers don’t appreciate “local” – but this does indicate they place great value on a guarantee of consistent product quality.

“Local Beef” or the Certified Angus Beef ® brand?

65%

35%Local

The Certified Angus Beef ® brand’s reputation builds on quality - and that legacy is why it’s so well recognized and regarded by consumers. Recent research compares the Certified Angus Beef ® brand to other familiar Angus brands, confirming consumers know the brand as premium and they seek it out. These findings offer insight into marketing and sales opportunities.

Consumers Pay MoreThe majority of consumers – 61%, which is an increase over 2013 – will pay 20% more for a Certified Angus Beef ® brand item on the menu.2

The “Halo Effect” for RestaurantsThe brand’s sterling reputation positively influences the way consumers think of restaurants that feature it on their menus. Nearly 9 out of 10 (88%) consumers say restaurants offering the Certified Angus Beef ® brand are better than those that don’t.2 That’s an increase of more than 10% since 2013!

Quality Leads to OrdersMore consumers reported seeing the Certified Angus Beef ® brand on a menu than in 2013. Of those who have, 80% say they’ve ordered it.2

Purchased Most OftenIn fact, the Certified Angus Beef ® brand is purchased more often than all other tested brands. More than 3 in 4 consumers – 76% – reported doing so either at a restaurant or grocery store, leading the other brands by nearly 30%.1

The Power of the Brand

A Very Famous LogoLooking at brand logos, the Certified Angus Beef ® brand’s is familiar to nearly all consumers! It’s the highest among all tested brands, and 95% recognition is an increase over 2013. 1

8.63 6.19 5.79 5.46 5.18

It’s a Household NameWhen consumers see a selection of beef brand names, the Certified Angus Beef ® brand is far and away the top name they know.1

Certi

fied A

ngus

Beef

® bra

nd

20%

20%

40%

40%

60%

60%

80%

80%

100%

100%

Angu

s Prid

e®

Priva

te Se

lectio

n™

Angu

s Bee

f

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Prem

ium B

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Logo Indicates QualityNot only does the Certified Angus Beef ® brand logo maintain the highest quality ranking among top competing brands, but earns a mean rating of 8.63 on a 10-point scale.1

Name Indicates QualityWhose beef is the best? Like our logo, consumers rank our brand name most often as “Best or Top Quality” among USDA Prime, Choice and Select.1

LEVERAGE THE BRAND DIFFERENCE

Foodservice

Sources: 2016 research studies conducted by Firebox Research & Strategy,

Phoenix, Ariz. 1. In-store intercepts; sample size 600 (includes data from the

United States)2. Web survey; sample size 1,200 (includes data from across the

United States, plus Ontario and British Columbia, Canada)3. 2013 Focus groups conducted across the United States

Consumers Go the DistanceThe average consumer will drive 15 minutes or less to dine out. But 73% of consumers would drive 25 minutes or more to dine at a restaurant featuring the Certified Angus Beef ® brand. And, 18% would drive 45 minutes or more!2

The Full Name Has ImpactUse the full brand name - Certified Angus Beef ® - and logo so consumers know you provide the best Angus beef available. (Be vigilant - using the initials “C.A.B.” leads to confusion among consumers and loses the power of the brand name.)

When given the option, approximately 2/3 (65%) of consumers choose the Certified Angus Beef ® brand over a “local beef” option.2 That’s not to say consumers don’t appreciate “local” – but this does indicate they place great value on a guarantee of consistent product quality.

“Local Beef” or the Certified Angus Beef ® brand?

65%

35%Local

The Certified Angus Beef ® brand’s reputation builds on quality - and that legacy is why it’s so well recognized and regarded by consumers. Recent research compares the Certified Angus Beef ® brand to other familiar Angus brands, confirming consumers know the brand as premium and they seek it out. These findings offer insight into marketing and sales opportunities.

Consumers Pay MoreThe majority of consumers – 61%, which is an increase over 2013 – will pay 20% more for a Certified Angus Beef ® brand item on the menu.2

The “Halo Effect” for RestaurantsThe brand’s sterling reputation positively influences the way consumers think of restaurants that feature it on their menus. Nearly 9 out of 10 (88%) consumers say restaurants offering the Certified Angus Beef ® brand are better than those that don’t.2 That’s an increase of more than 10% since 2013!

Quality Leads to OrdersMore consumers reported seeing the Certified Angus Beef ® brand on a menu than in 2013. Of those who have, 80% say they’ve ordered it.2

Purchased Most OftenIn fact, the Certified Angus Beef ® brand is purchased more often than all other tested brands. More than 3 in 4 consumers – 76% – reported doing so either at a restaurant or grocery store, leading the other brands by nearly 30%.1

The Power of the Brand

A Very Famous LogoLooking at brand logos, the Certified Angus Beef ® brand’s is familiar to nearly all consumers! It’s the highest among all tested brands, and 95% recognition is an increase over 2013. 1

8.63 6.19 5.79 5.46 5.18

It’s a Household NameWhen consumers see a selection of beef brand names, the Certified Angus Beef ® brand is far and away the top name they know.1

Certi

fied A

ngus

Beef

® bra

nd

20%

20%

40%

40%

60%

60%

80%

80%

100%

100%

Angu

s Prid

e®

Priva

te Se

lectio

n™

Angu

s Bee

f

Blac

k Can

yon®

Angu

s Bee

f

Cree

ksto

ne Fa

rms®

Prem

ium B

lack

Angu

s Bee

f

Logo Indicates QualityNot only does the Certified Angus Beef ® brand logo maintain the highest quality ranking among top competing brands, but earns a mean rating of 8.63 on a 10-point scale.1

Name Indicates QualityWhose beef is the best? Like our logo, consumers rank our brand name most often as “Best or Top Quality” among USDA Prime, Choice and Select.1