Make the Most of Mini Roasts with a Mini Makeover

22 November 2016

AHDB Beef & Lamb has launched a series of ‘mini makeover’ videos to mark the introduction of the Winter and Mini Roast point of sale (POS) kits. The new videos show butchers how they can help to revitalise the roasting category.

The set of three videos, filmed in partnership with Chadwicks Butchers in Tooting, are available via AHDB Beef & Lamb’s trade website, Facebook page, Youtube channel, and Twitter account, with butcher Marcus Pipkin of Chadwicks, and Mike Richardson, AHDB Beef & Lamb Independent Retail Sector Manager, sharing top tips and explaining how mini roasts and the POS kits can be used to boost business throughout the week.

Marcus Pipkin, said: "At Chadwicks we try to meet the needs of our customers wherever possible. A lot of younger customers come in to grab something for dinner on their way home and that’s why the mini roast concept is perfect as it meets the need for a versatile cut that can be used for mid-week meals. We’ve been looking for a way to capitalise on this and maximise sales opportunities so the advice from Mike and the POS kit should help us to drive sales.”

Mike Richardson, said: "Consumer demand for mini roasts is on the rise, with 23 million more midweek and Saturday roasts being consumed this year, so it’s vital that butchers are able to make the most of the increased sales opportunity they provide (1). The new AHDB Beef & Lamb Mini Roast POS kit has been designed to do just that, and ensures butchers can drive additional sales from new and existing customers. 

"The videos show how even a store such as Chadwicks, which has an excellent set up, can make a few quick and simple changes to help increase sales further.”

Mike’s top tips: Maximise sales with mini roasts

  • Stocking QSM mini roasts all year round means eating quality is guaranteed. Happy customers are more likely to return
  • Updating your product offer to meet changing consumer demand ensures you can give customers what they want and maintain their interest
  • Using the mini roast cutting specification guide ensures products consistency
  • Using the P.O.S kit in-store will drives awareness and sales of the new products
  • Using different seasonings and flavourings can help to add variety and maximise sales

The video campaign launched in association with the £1m Mini Roast TV advertising campaign, which highlights the versatility of roasting joints and encourages consumers to cook up a roast in the middle of the week. 

POS kits contain window banners, posters, recipe pads, cabinet stickers, cabinet cards, and cutting guides for the new range of mini roast joints. The kits are available to all QSM Scheme members by visiting or calling the hotline 0845 491 8787.

1. (Kantar Worldpanel 52 w/e 19 June 2016).


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