Veal Adds More to the Menu

CHICAGO (November 1, 1998)

Veal has long been a leader on white tablecloth menus -- and for good reason. Veal adds an upscale aura, it increases profitability and it pairs well with so many flavors.

While veal remains strong at high-end eateries, its presence at casual/theme restaurants is increasing due to new, lower-priced products. According to a 1997 survey, veal is served in 28 percent of commercial foodservice operations. Veal is most popular in the full-service restaurant segment (64%), followed by the casual/theme segment (31%).

The veal industry is poised to continue veal's expansion at white tablecloth and mid-scale restaurants.

"Dining out is increasingly becoming a part of the American lifestyle and veal is expanding beyond white tablecloth restaurants to fit this consumer demand," said Ken Angermeier, Director of Veal Marketing, National Cattlemen's Beef Association (NCBA) Veal Committee. "The veal industry is now turning its attention to educating the next generation of chefs to increase veal consumption among younger audiences."

Veal Is Tops for the Bottomline

Veal is a favorite at white tablecloth restaurants because it adds to the dining experience -- and that means increasing revenues. Some ways veal adds value:

• Veal's upscale image for cuts like veal rib chops and medallions commands a higher price because demanding consumers expect to see it on the menu.

• Because veal is nutrient-dense and pairs well with a variety of side dishes, its smaller portion size delivers more profits-per-order than other meat dishes.

• Creating classic dishes, like osso buco, with less expensive cuts of veal from the chuck and the breast further increases chef's profits. And if operators are looking for more ways to add value to the menu the NCBA and SYSCO® Corp. have introduced several new veal foodservice cuts, including veal bacon, veal ribs, a veal mini rack and many more.

Winning White Tablecloth Menus

In the fine dining segment, where veal is most frequently offered, chefs are capitalizing on veal's versatility by contemporizing traditional dishes like veal scaloppini, osso buco and veal piccata; or pairing veal chops with creative sauces and side dishes.

Chef Bob Helstrom adds a new twist to veal piccata at Kuleto's, in San Francisco with his dish,Veal Piccata with Sun-Dried Tomato over Spinach. In Miami, Chef Allen Susser, of Chef Allen's, creates Tribeca Veal Chop with Pinenut-Calabaza Risotto, Double-Mustard and Mushroom Ragout.

"Veal attracts a very upscale clientele," said Executive Chef Daniel Bruce, at Rowes Wharf in Boston. "If people find a restaurant really knows how to prepare veal, and you give them a variety, they'll seek you out."

Veal's Covering Casual Menus

Veal's presence on casual menus is felt through ground veal used in meatloaf, veal trimmings used for stew meat, and restructured veal for scaloppini and cutlets. With the development of new veal products, like veal bacon and veal ribs, there will be increasing space for veal on casual menus in the future.

For More Veal Information

To receive veal foodservice recipe cards, a copy of the veal training manual "Cut School: The Foodservice Guide To Veal," or information on sourcing products please call the Veal Committee of the NCBA at 1-888-854-VEAL (8325).

- NCBA -