In today’s world of health-conscious cuisine, one Oklahoma City company is changing the way consumers view steak. The beef dinner tends to get a bad rap, but Chef’s Requested Foods has introduced the first 100-calorie steak.
“There are so many 100-calorie products available now with items that most people consider indulgent,” says Gary Whetstone, Chef’s Requested retail brand manager. “We realized offering a 100-calorie, quality cut of steak would be a great idea.”
Initial response and sales are promising, he says, and because of that, steak may join the ranks of popular choices for consumers willing to spend on portion-controlled food items.
LEAN IDEA
Ironically, the bacon-wrapped filet was inspiration for the new product, which had a limited launch last April.
“We started noticing a trend for more healthful eating, and we thought if we took the bacon off the filet, it would be perceived as more healthy,” Whetstone says.
The idea took hold. Its new Flat-Iron Grill Steak cut is 97% lean, and Whetstone says the product qualified for the American Heart Association’s approval. The cut comes from the leanest area of chuck. Each steak is 3.75 ounces and come three to a pack, retailing from $4.99 to $7.99.
“We took over a year in developing the 100-calorie steak, and did the surveys, packaging options and spent a lot of time on research,” he says. “The product got 87% approval in our focus groups.”
Chef’s Requested is a processor of “value-added” meat products, including steaks, bacon-wrapped filets, chicken breast filets and tenders. Located in OKC’s Stockyards, it began as a local meat purveyor in 1979.
FAT SALES
Having the AHA “checkmark” on the product meant reaching the target market. According to the AHA, 92% of consumers feel this symbol is important when choosing foods.
Since April, 20,681 cases of the steak have been sold, equaling 116,227 pounds. The package is offered currently in 1,300 stores in the U.S., but none in-state for now.
“The biggest challenge is that there is a limited amount of shelf space available for innovations in fresh meat,” Whetstone says. “But sales are up this year, and our retail numbers are on track for growth.”