Ranchers top tables at popular restaurant

Of course going into town for such errands has it perks. Like the opportunity to eat out! (This is especially a highlight for me, since working from home often equals not leaving the property for a couple of days or more.)

After a short discussion, we decided on Smashburger. Not only are the Certified Angus Beef® brand burgers consistently delicious, but it’s a great place to take an active 15-month-old who loves going out to eat but doesn’t always love sitting still for long periods of time waiting for her food.

Once we’d ordered our burgers and fries, my husband went to fill our drinks while the kiddo and I grabbed a table and got settled in. Immediately, I spotted a promotional piece on the table I knew I was going to love. (And, obviously, have to Instagram.)

The card, one of which was placed on every table in the restaurant, featured the Olson family of Hereford, Texas, and the words “It’s a piece of local agriculture you can be proud to support.”

And just like that, they’ve made a connection. The couple at the booth behind us will undoubtedly see the card as they grab a napkin. And so will everyone else. They’ll feel good about the meal they just purchased, because they’ll see it directly impacts a real family of ranchers from their home state.

Kelly Murray, assistant director of foodservice marketing for Certified Angus Beef, says the idea for the initiative was born from Smashburger’s annual conference. One of the takeaways from the event, for her anyway, was the company wanted to start telling their story better, focusing on the premium brands they use.

So, the next time she and executive account manager Gale Rhoads met with the chain’s marketers, they pitched some ideas. The table cards quickly rose to the top, and soon they were working together on the project. Kelly provided photographs of ranchers sorted by region, along with the text. It was important to not mislead — they couldn’t say the burgers served in this restaurant were from a particular rancher, but they could say, “Here’s an example of the families who raise the type of beef that’s stamped CAB.” The Smashburger team then came up with the design.

The promotion has not only been popular, but helped earn the company the award for Restaurant Chain Marketer of the Year (Specialty Item) at Certified Angus Beef’s Annual Conference in September.

And it just might help bridge the gap between farm and fork in the process.

~Katrina

Katrina Huffstutler is a freelance writer based in Electra, Texas. She’s a frequent contributor to the Black Ink team and lover of functional cattle and quality beef.

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