Big Y Turns to Flat Iron to Boost Bottom Line
New England retail chain Big Y introduced Flat Iron steaks (a Beef Value Cut) to the full service meat case in all 54 locations in Massachusetts and Connecticut in late January.
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Prior to introducing Flat Iron steaks to the service case, the NCBA Retail Marketing Team,
funded by the beef checkoff, conducted a training program in which meat case managers
from all stores were trained on how to properly cut a Flat Iron steak from a two-piece
shoulder clod. Once employees were properly trained, they were able to bring the cut into
their meat cases.
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By bringing Flat Iron into the full service case, Big Y was hoping to draw the attention of customers who recognize the cut from the menus of restaurants, as Flat Iron is a popular food service cut. Sales results were seen immediately, as 700 pounds of Flat Iron steaks were sold in Big Y stores during the first week of the launch, prior to any advertising or in-store point-of-sale (POS) usage.
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During the second week of the Flat Iron launch, Big Y included Flat Iron as the feature in its weekly ad. With this ad, they hoped to educate customers who have never heard of a Flat Iron, with messages like “The best steak you’ve never heard of” and “After the tenderloin, this is the most tender steak you can buy!” They further lured customers to the case with a price of $4.85/lb. They also introduced POS posters in their stores, promoting the Flat Iron as a delicious steak sold in restaurants. Pound sales during the second week of the launch skyrocketed to about 10,000 pounds. Sales the following week were about 4,200 pounds.
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Introducing this Beef Value Cut to the case has proved a smart move for Big Y. Sales of other beef cuts have not fallen off during the Flat Iron promotion, so the impressive Flat Iron sales are significantly adding to the meat department’s bottom line.
Big Y plans to keep Flat Iron in it’s full service case and plans to continue featuring it. With grilling season on the horizon, Flat Iron steak sales are anticipated to remain steady.
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