Steakhouse Beef Dip Sub Partnership Shatters Projections

DENVER (December 14, 2004) The beef sandwich that began as a limited-time introductory item, and moved over 1 million pounds of beef during a six-week partnership with the Beef Checkoff Program, now holds a permanent “roster spot” on the menu of more than 3,500 Quiznos Sub restaurants worldwide.

The Steakhouse Beef Dip Sub made its debut in September 2004, as a joint effort between the Beef Checkoff Program and Quiznos Sub. The partnership was initiated on behalf of the Cattlemen’s Beef Board and state beef councils by the National Cattlemen's Beef Association (NCBA). The NCBA serves as one of the Beef Board’s contractors for checkoff-funded programs.

The promotion was originally scheduled for Sept. 6 through Oct. 17 at participating Quiznos Sub stores. But the success and popularity of the Steakhouse Beef Dip Sub has far exceeded projections. Quiznos expected the item to sell 880,000 pounds of beef during the promotion, and about 2 million pounds by year’s end. Actual sales exceeded 1 million pounds during the promotion, and have already surpassed 2.2 million pounds.    

During the promotion, the beef sub was advertised nationally via radio and TV spots, as well as through coupons in freestanding newspaper inserts. The Beef Check logo appeared on all merchandising materials, and in the newspaper and TV ads.

“The partnership with Quiznos is just another example of how teaming with foodservice providers gives beef producers the biggest bang for their checkoff dollar,” said Laurie Bryant of Arlington, Va., Cattlemen’s Beef Board member and vice chair of the beef industry’s Joint Foodservice Committee. “For every checkoff dollar invested in these partnerships, foodservice providers have put up $68. It’s a great way for beef producers to capitalize on the visibility and popularity of a rapidly growing restaurant chain like Quiznos Sub.”

The Beef Checkoff Program allocated $1.4 million to partnerships with foodservice providers during the past three years, while the restaurant partners invested $95.7 in these programs.

“The Steakhouse Beef Dip Sub was the most successful menu item introduction in our history,” said Trey Hall, chief marketing officer for Quznos Sub. “The success of this sub highlights the great beef produced by farmers and ranchers. We are extremely pleased with our partnership with the Beef Checkoff Program, and we look forward to more opportunities to promote beef in the future.” 

The promotional partnership is not the only connection between the Steakhouse Beef Dip Sub and the Beef Checkoff Program. Roast beef for this sub is taken from the round, a cut of beef that historically was not used for such a product. Beef checkoff dollars promote the type of new product research and development that better utilizes the round, increasing the total value of beef products.

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The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval. The checkoff assessment became mandatory when the program was approved by 79 percent of producers in a 1988 national referendum vote. Checkoff revenues may be used for promotion, education and research programs to improve the marketing climate for beef.

Producer-directed and consumer-focused, the NCBA is the trade association of America’s cattle farmers and ranchers, and the marketing organization for the largest segment of the nation’s food and fiber industry.