Collaborating with major importers in the United Arab Emirates (UAE) to create and increase awareness of U.S. beef, USMEF conducted special menu promotions at popular restaurants and steakhouses in Dubai and Abu Dhabi. Funded by the Texas Beef Council, a total of 11 “Texas Beef Nights” featured both traditional and underutilized U.S. beef cuts.
“Activities were held at three of the UAE’s most prominent dining spots and customers were impressed with the quality and taste of U.S. beef,” said Rasha Al Awar, USMEF representative in the Middle East. “USMEF was able to share valuable information about U.S. beef, and the chefs and importers involved in the activities were happy with the response from their customers. They appreciated USMEF’s help to promote U.S. beef in the region.”
At Stills Bar and Brasserie inside the Crowne Plaza Abu Dhabi, the slogan “U.S. Meat Flash Sale” was featured on the hotel’s Facebook page. At the Texas Beef Nights promotion, U.S. tenderloin, ribeye and striploin were served with portobello mushrooms and roasted cherry tomatoes. Table stands and a digital banner installed at the eatery highlighted the dishes. The restaurant also used its website to promote U.S. beef and the Texas Beef Nights activities.
A special custom menu was produced for the activities at JW’s Steakhouse in the JW Marriott Hotel Deira in Dubai. The menu included appetizers such as U.S. beef barbecue ribs, Oscar-style steak and spicy beef ranchero soup. The main courses were U.S. beef fillet, ribeye, sirloin steak, T-bone steak and tomahawk steak.
Prime 68, a steakhouse in the JW Marriott Marquis Hotel in Dubai, also developed a special menu for Texas Beef Nights and used the slogan “American Beef Experience.” The steakhouse included appetizers and main courses using a variety of cuts. It showcased dishes included U.S. beef grilled hanger steak with fire-roasted corn salad, braised short ribs, flat iron steak and tri-tip sirloin steak.
At all three locations, chefs and kitchen staff wore USMEF caps and aprons with Texas Beef logos. Recipe cards explaining various methods of preparation for U.S. beef dishes were distributed to customers.
Educating consumers in the UAE about U.S. beef is part of an ongoing strategy to grow market share in a region with a growing tourist industry.
“U.S. beef has fierce competition in the UAE, so creating and increasing awareness of the attributes and availability of the product is vital,” said Al Awar. “USMEF is working to strengthen U.S. beef’s presence by implementing numerous activities aimed at the hotel, restaurant and institutional (HRI) and retail sectors. The Texas Beef Nights promotion was a great example of this ongoing effort.”