Beef Producers Can Taste Checkoff Investment

Prime Rib Sub a Hit (see menu here)

PIERRE (May 2, 2006)—When Stephanie Lyons stepped into the Quiznos Sub® restaurant in Mitchell, S.D. recently, the posters promoting the restaurant chain’s new sandwich, the Prime Rib Sub, caught her eye. Not only did the sub look appetizing, but the poster was carrying the familiar beef checkoff logo.

That logo means one thing— South Dakota beef producers, through their $1-per-head beef checkoff contribution, are helping promote this new beef item that is racking up sales across the country. Besides being hungry, Lyons had another reason for trying the new sandwich. As finance officer for the South Dakota Beef Industry Council (SDBIC), the organization that collects the checkoff in South Dakota , she says it’s exciting to see the checkoff dollars at work.

In fact, the 13 Quiznos locations in South Dakota are just part of the 4400 total restaurants featuring the new Prime Rib—a double portion of prime rib with mozzarella, sautéed onions, and mild peppercorn sauce. Better yet, the Prime Rib uses an underutilized cut of beef—bringing more value to the beef produced by the state’s cattlemen and women.

“In a partnership with Quiznos, we are able to utilize checkoff dollars to extend the promotion of these products,” says Jeff Huemoller , associate director of National Account Foodservice with the National Cattlemen’s Beef Association (NCBA). “It enables us to increase demand for beef by featuring a new menu item in the nation’s fastest growing quick service restaurant.”

Checkoff dollars were used to help fund television advertisements and point-of-purchase materials including posters, menu boards and table tents. All of these items feature the beef checkoff logo. “It’s been a very successful sandwich,” states Huemoller, who explains that originally it was to be a six-week promotion ending April 9. Quiznos has decided to extend the promotion—all the while using the checkoff material—until May 31.

Scott Morgan, manager and part owner of the Mitchell Quiznos, is impressed with the promotion effort and reception by customers of the new Prime Rib Sub. “It’s been awesome,” says Morgan, “one of the best new sandwiches we’ve had. The promotion material looks great and the sandwich tastes great.”

Lyons agrees. “I was really impressed with the Prime Rib. It’s a great investment of checkoff dollars.”

A successful cooperative promotion between Quiznos and the beef industry in 2004 for the Steakhouse Beef Dip Sub shattered projections for sales and, as a result, says Huemoller, Quiznos added the sandwich as a permanent menu item. The beef industry, he explains, is continually working on joint projects which will lead to increased beef demand. Another example is a recent joint partnership with Boston Market® restaurants which led to four new sirloin beef items on their menu. “It’s a dynamic use of checkoff dollars,” says Huemoller.

In South Dakota , Quiznos Sub restaurants are located in Aberdeen , Custer, Huron, Mitchell, Rapid City , Sioux Falls , Spearfish, Vermillion, Watertown and Yankton.

Celebrating its 25th Anniversary, Denver, Colorado-based Quiznos is a leader in the upscale sandwich category.  The company started as a single restaurant in Denver in 1981. Quiznos has expanded to more than 4,500 locations throughout the US and in fifteen foreign countries worldwide.  Nation’s Restaurant News, in June, 2005 named Quiznos the fastest growing sandwich chain in the US and Entrepreneur magazine in 2005, ranked Quiznos as the # 2 franchise chain in the country. Quiznos offers a wide variety of high quality, chef inspired recipes for toasted subs, soups and salads.

The SDBIC is comprised of representatives from eight agricultural organizations: SD Beef Breeds Council, SD Cattlemen’s Association, SD Cattlemen’s Auxiliary, SD CattleWomen, SD Farm Bureau, SD Farmers Union, SD Livestock Market Association, and SD Stockgrowers Association.

For more information about the beef checkoff or the SDBIC, to www.sdbeef.org.