Steakhouse Beef Dip Sub Partnership Shatters Projections

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.”