Methodology
Researchers joined customers right in their own backyards to learn the psychology of grilling. A total of sixteen interviews and nine in-home field studies were conducted among beef grillers in Denver, Chicago and Tampa between July 22 and August 13, 2008. Three-fourths of the participants were male and one-fourth of the participants were female. The participants had to meet the following qualifications:
- primary griller in their household
- grill on a regular basis
- select (or influence the selection of) the beef cuts used
Participants were also chosen to ensure that a variety of outdoor grill types (gas, charcoal, etc.) were represented in the study.
The study’s participants filled out grilling diaries, were interviewed about their grilling experiences and then held a grilling event with friends and family while the researcher observed.
The study allowed a deeper understanding of what makes grilling and especially grilling beef such a favorite event.
Results
The study revealed:
- Beef is king! When people think of grilling, beef ultimately comes to mind as most ideally suited for grilling. People grill beef more often than other proteins.
- Steak is believed to provide the ultimate satisfaction and perfection on the grill.
As you prepare to merchandise beef for this grilling season, keep this study in mind. Present grilling as a natural, festive, comforting activity that allows your customers to bond with their families and friends.
Use signage in the meat case, like “Gather 'Round the Grill: Take Time to Reconnect with Family and Friends” and “Escape: Enjoy the Freedom of Grilling on Your Own Time.”
Use cross-merchandising to feature related items so your customers can easily pick up all the items needed for a family cookout.
Tie into promotions! We have several great promotions for 2010 that are perfect for summer grilling. Kraft® A.1.® Steak Sauce will offer an in-store promotion with coupons from January until September. Check out other grilling promotions on the 2010 Promotional Calendar.
Happy Grilling!
Source: Research, Education, Innovation, The Psychology of Grilling, Funded by The Beef Checkoff, September 2008.