FAIRWAY BREAKS FROM THE REST OF THE HERD
Many supermarket meat purchasing studies over the years have shown that most American food shoppers are confused by government beef grades and don’t know the difference between Select, Choice, Angus and Prime Beef.
Some actually perceived branded Angus Beef
to be the highest premium grade.
Over the last few years, Fairway had been offering it's customers only two meat grades to choose from: Choice and Prime.
When those customers decided to treat their families to an upgrade for holidays or special occasions,
or just wanted a higher quality cut overall, the price differential between Choice & Prime grades was often too great.
To give customers a wider, better selection, we introduced a new Angus Beef offering called
FAIRWAY PREMIUM ANGUS BEEF. We positioned it as a premium yet affordable alternative for those customers looking to trade up from Choice.
To help educate customers and to prevent them from trading down, we also branded Prime Beef as FAIRWAY STEAKHOUSE PRIME BEEF.
Fairway Steakhouse Prime was positioned as the highest quality beef, with abundant marbling and flavor. The absolute best beef money can buy.
To round out the offer, we branded Choice Beef offering as FAIRWAY USDA CHOICE BEEF.
The addition of Premium Angus positions
Fairway as the only supermarket in New York Metropolitan area offering 3 grades of beef. Everything for everybody