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U.S. Beef Lunch Highlighted at Mexico City TGI Friday’s

Ads on Mexico City buses spread the word

Ads on Mexico City buses spread the word

T.G.I. Friday’s is a familiar name to most Americans and its nine locations in the Mexico City metropolitan area are very successful. To capitalize on their growing popularity and to demonstrate the quality and versatility that U.S. beef adds to the T.G.I. Friday’s menu, USMEF is supporting a special promotion of a U.S. beef Philly cheesesteak sandwich.

The Beef Checkoff Program is funding the promotion, which runs through Sept. 20. In addition to being featured in restaurant menu inserts, U.S. beef is also showcased on Mexico City buses.

“Bus advertisements are an excellent visual tool for this type of restaurant promotion,” said Chad Russell, USMEF regional director for Mexico, Central America and the Dominican Republic. “It’s a very eye-catching way of attracting urban professionals to our products and increasing lunch traffic for the restaurants.”

Russell explained that while the U.S. red meat industry currently faces a challenging economic environment in Mexico, consumer demand for U.S. products is still strong.

“Consumers in Mexico see the U.S. Beef Checkoff Program logo as a mark of excellent quality, and that’s important to restaurant customers here,” he said. “We are in a period of very weak buying power for the peso, but diners will still respond to high-quality, affordable beef entrées.”

Mexico ranks first in volume (140,228 metric tons or 309 million pounds) and third in value ($590 million) for U.S. beef and beef variety meat exports, though the Jan.-Aug. 2012 totals are below last year by 17 percent and 9 percent, respectively. .