Foodservice Attitudes towards RIRDC Publication No. 09/126

RIRDCInnovation for rural

Foodservice Attitudes towards Kangaroo Meat

By Mark Ellis

August 2009

RIRDC Publication No 09/126 RIRDC Project No. PRJ-000315

© 2009 Rural Industries Research and Development Corporation. All rights reserved.

ISBN 1 74151 925 X ISSN 1440-6845

Foodservice Attitudes towards Kangaroo Meat Publication No. 09/126 Project No. PRJ-000315

The information contained in this publication is intended for general use to assist public knowledge and discussion and to help improve the development of sustainable regions. You must not rely on any information contained in this publication without taking specialist advice relevant to your particular circumstances.

While reasonable care has been taken in preparing this publication to ensure that information is true and correct, the Commonwealth of Australia gives no assurance as to the accuracy of any information in this publication.

The Commonwealth of Australia, the Rural Industries Research and Development Corporation (RIRDC), the authors or contributors expressly disclaim, to the maximum extent permitted by law, all responsibility and liability to any person, arising directly or indirectly from any act or omission, or for any consequences of any such act or omission, made in reliance on the contents of this publication, whether or not caused by any negligence on the part of the Commonwealth of Australia, RIRDC, the authors or contributors.

The Commonwealth of Australia does not necessarily endorse the views in this publication.

This publication is copyright. Apart from any use as permitted under the Copyright Act 1968, all other rights are reserved. However, wide dissemination is encouraged. Requests and inquiries concerning reproduction and rights should be addressed to the RIRDC Publications Manager on phone 02 6271 4165.

Researcher Contact Details

Mark Ellis Sensory Solutions 1/185 Briens Road Northmead, NSW, 2152, Australia

Phone: +61 2 9873 8900 Fax: +61 2 9894 2218 Email: [email protected]

In submitting this report, the researcher has agreed to RIRDC publishing this material in its edited form.

RIRDC Contact Details

Rural Industries Research and Development Corporation Level 2, 15 National Circuit BARTON ACT 2600

PO Box 4776 KINGSTON ACT 2604

Phone: 02 6271 4100 Fax: 02 6271 4199 Email: [email protected]. Web: http://www.rirdc.gov.au

Electronically published by RIRDC in August 2009 Print-on-demand by Union Offset Printing, Canberra at www.rirdc.gov.au or phone 1300 634 313

ii Foreword

This report provides an account of Foodservice professionals’ attitudes towards kangaroo meat, in addition to their perceptions of what their customers think of Kangaroo meat.

The is one of the largest in Australia. Key competitors include , lamb, and . Kangaroo meat is a healthy, nutritional, cost effective and healthy substitute for other red meats. Being a quality meat with a high profit margin for foodservice operators, Kangaroo meat has lot of growth potential as an industry.

Currently, kangaroo meat marketing is suffering from lack of information to make the best Return on Investment decisions to market to the foodservice sector. The foodservice industry is the key driver of total consumption, however kangaroo holds less than 1% of the total sales in foodservice. If the general public see kangaroo appearing on menus, experience the product and enjoy it, they are more likely to purchase it for home consumption.

This research aims to address this lack of information and give the key stakeholders guidance on how to market to the foodservice sector. The report is targeted to the Association of Australia (KIAA), kangaroo processors and meat product manufacturers. Overall it is clear that both customers and chefs need to be better informed about kangaroo meat in order to increase the usage of Kangaroo meat in the foodservice sector.

This report, an addition to RIRDC’s diverse range of over 1900 research publications, forms part of our New Animals R&D program, which aims to accelerate the development of viable new animal industries.

Most of RIRDC’s publications are available for viewing, downloading or purchasing online at www.rirdc.gov.au. Purchases can also be made by phoning 1300 634 313.

Peter O’Brien Managing Director Rural Industries Research and Development Corporation

iii Contents Foreword ...... ii

Executive Summary...... vi

1. Introduction ...... 1

2. Objectives...... 2

2.1 Business and Marketing Objectives:...... 2 2.2 Research objectives...... 2

3. Methodology...... 3

4. Results/key findings...... 4

4.1 Current cooking practices ...... 4 4.2 Information sources ...... 5 4.3 Chefs’ ideals on kangaroo meat and customers perceptions...... 9 4.4 Restaurants currently serving kangaroo...... 13 4.5 Restaurants currently not serving Kangaroo...... 19

Appendix ...... 23

Project Questionnaire...... 23

iv List of Figures

Figure 1: Types of meat currently used in the foodservice industry (N=209) ...... 4 Figure 2: Cooking style of the chefs (N=209) ...... 4 Figure 3: Menu selection of the outlet (N=209)...... 5 Figures 4 and 5: Use of specials boards (N=209 and 135 respectively)...... 5 Figure 6: Information sources used to find recipes, suppliers, ingredients and similar (N=209)...... 6 Figure 7: Information sources used most often (N=209) ...... 6 Figure 8: Purpose of accessing online resources (N=29)...... 7 Figure 9: Which magazines do the chefs read? (N=123)...... 7 Figure 10: Which magazine was considered the best by respondents (N= 123)...... 8 Figure 11: Sections of magazines read (N=123)...... 8 Figure 12: Percentage of chefs which receive advice form meat distributers (N=56)...... 9 Figure 13: Chefs’ attitudes regarding kangaroo meat (N=209)...... 10 Figure 13: Chef’s attitudes regarding kangaroo meat continued (N=209)...... 10 Figure 14: Percentage of Chef’s personally eating kangaroo meat (N=209) ...... 11 Figure 15: Expect to pay for prime kangaroo cut compared to other meats (N=209)...... 11 Figure 16: Chefs beliefs about consumer perceptions (N=209)...... 12 Figure 17: Percent of customers who order entrées, as indicate by chefs (N=209) ...... 12 Figure 18: Chefs’ opinion on whether it would be easier to get customers to try kangaroo as an entrée (N=209)...... 13 Figure 19: Number of kangaroo dishes offered by restaurants (n=35) ...... 13 Figure 20: Percentage of restaurants which sell kangaroo as special or regular dishes (N=35)...... 14 Figure 21: Types of kangaroo cuts currently purchased by restaurants (N=35) ...... 14 Figure 22: Where restaurants purchase kangaroo meat from (N=35) ...... 15 Figure 23: Why customers order kangaroo in restaurants (N=35)...... 15 Figure 24: Reasons customers order kangaroo in mainstream and upper-class restaurants (N=35)...... 16 Figure 25: Recommended improvements to kangaroo by chefs to increase customer purchase and consumption (N=35)...... 16 Figure 26: Recommended improvements to kangaroo by chefs to increase customer purchase and consumption which will have the biggest impact (N-=35)...... 17 Figure 27: Recommended improvements to kangaroo by chefs to increase customer purchase and consumption which will have the biggest impact mainstream and upper-class restaurants (N=35) ..17 Figure 28: Recommended improvements to kangaroo by chefs to increase customer purchase and consumption mainstream and upper-class restaurants (N=35) ...... 18 Figure 29: How easy chefs find cooking kangaroo (n=35)...... 18 Figure 30: Would customers order kangaroo if it were on the menu (N=174) ...... 19 Figure 31: Reasons for not serving kangaroo (N=174)...... 19 Figure 32: Reasons for not serving kangaroo meat by restaurant type (N=174)...... 20 Figure 33: Improvements needed to use kangaroo meat (N=174) ...... 20 Figure 34: Improvements needed to se kangaroo meat by restaurant (N=174)...... 21 Figure 35: Improvement with the biggest impact (N=174)...... 21 Figure 36: Improvement with the biggest impact by restaurant type (174) ...... 22

v Executive Summary

What the report is about This report was commissioned by Rural Industries Research and Development Corporation (RIRDC) to conduct research on perceptions of foodservice operators regarding kangaroo meat. By understanding the barriers to purchasing, cooking and menu placement of kangaroo meat, insights can be provided to enable relevant information to assist in marketing this unique Australian product.

Who is the report targeted at? The report is directed to the human domestic consumption sector of kangaroo meat. Currently, kangaroo meat marketing is suffering from lack of information to make the best Return in Investment decisions to market to the foodservice sector. The foodservice industry is the key driver of total consumption; however kangaroo holds less than 1% of the total sales in foodservice. If the general public see kangaroo appearing on menus, experience the product and enjoy it, they are more likely to purchase for home consumption.

Background The meat industry is one of the largest in Australia. Key competitors include beef, lamb, pork and game meats. Kangaroo meat is a nutritional cost effective and healthy substitute for other red meats. Being a quality meat with a high profit margin for foodservice operators, Kangaroo meat has lot of growth potential as an industry.

Aims/objectives The main aims and objectives of the study are to

• Research foodservice decision makers in the mainstream (and fine dining) restaurant, hotels and clubs trade to establish barriers and opportunities to be addressed in marketing to this sector. • Gain an understanding from chefs on attitudes, menu selection, barriers to serving kangaroo, and information needed to aid placement of kangaroo on the menu.

Methods used An online interviewing methodology was adopted for this study in order to maximise the number of interviews that could be achieved and to provide a flexible format for the Foodservice professionals to take part.

The target market for the study was defined as: • N=200 chefs and foodservice decision makers (meat purchasing). • Restaurants (mainstream and fine dining), Hotels, Clubs.

The scope was across Sydney, and Brisbane metropolitan areas

Results/key findings Kangaroo is cooked by 17% of the chefs surveyed, which is much less often than they cook more mainstream meats. However, kangaroo is the most frequently cooked of all the game meats.

The most common source of information used by chefs are magazines, therefore this would be a potential target for changing attitudes and providing information about kangaroo products. Chefs’ top four “most read magazines” are Delicious, Gourmet Traveller, Superfood Ideas and Australian Good Taste. Magazine sections worth targeting would be the recipes and article sections, which are read most often.

vi Restaurants currently serving kangaroo offer 1 or 2 regular dishes, and tend to buy kangaroo meat from their normal distributor. They believe customers order kangaroo as something new and different rather than for health or taste reasons. To use more kangaroo, these chefs require greater public acceptance (most important) and more recipe ideas.

Restaurants not currently serving kangaroo do so because of a lack of recipe ideas and because of customers failing to order it. These chefs also feel that customers need to be educated to order it (most important), and they themselves need more information on how to use it.

Implications for relevant stakeholders The results of this study has implications for the whole of Kangaroo meat industry and will give some guidance on how to generate more interest for Kangaroo meat within the foodservice sector.

Recommendations Both customers and chefs need to be better informed about kangaroo meat in order to increase the usage of Kangaroo meat in the foodservice sector.

vii

1. Introduction

The meat industry is one of the largest in Australia. Key competitors include beef, lamb, pork and game meats. Kangaroo meat is a healthy, nutritional product, cost effective and healthy substitute for other red meats. Being a quality meat with a high profit margin for foodservice operators Kangaroo meat has lot of growth potential as an industry.

Currently, kangaroo meat marketing is suffering from lack of information to make the best return on investment (ROI) decisions to market to the foodservice sector. The foodservice industry is the key driver of total consumption, however kangaroo holds less than 1% of the total sales in foodservice. If the general public see kangaroo appearing on menus, experience the product and enjoy it, they are more likely to purchase for home consumption.

Sensory Solutions was commissioned by Rural Industries Research and Development Corporation (RIRDC) to conduct research on perceptions of foodservice operators regarding kangaroo meat. By understanding the barriers to purchasing, cooking and menu placement of kangaroo meat, insights can be provided to enable relevant information to assist in marketing this unique Australian product.

1 2. Objectives

2.1 Business and Marketing Objectives:

• To aid development of the domestic market for kangaroo meat by diversifying the kangaroo consumption base.

• Provide insights into the goal of maximising industry returns by the objective of a strong domestic market as outlined in the Kangaroo Industry Strategic Plan (2005-2010)

• Inform chefs about the kangaroo industry and its products.

• Develop an improved image of the industry via increased communication within various industry publications. 2.2 Research objectives

• Research foodservice decision makers in the mainstream (and fine dining) restaurant, hotels and clubs trade to establish barriers and opportunities to be addressed in marketing to this sector.

• Gain an understanding from chefs on attitudes, menu selection, barriers to serving kangaroo, and information needed to aid placement of kangaroo on the menu.

2 3. Methodology

An online interviewing methodology was adopted for this study in order to maximise the number of interviews that could be achieved and to provide a flexible format for the Foodservice professionals to take part.

The target market for the study was defined as:

• N=200 chefs and foodservice decision makers (meat purchasing).

• Restaurants (mainstream and fine dining), Hotels, Clubs.

• A spread across Sydney, Melbourne and Brisbane metropolitan areas.

In total we interviewed 209 chefs/foodservice decision makers using an online questionnaire. The questionnaire was approximately 20 minute long and covered the following areas:

• General attitudes to food and cooking

• Attitudes and perceptions of kangaroo

• Usage of kangaroo meat

• Barriers to kangaroo meat use

A copy of the questionnaire used can be found in the Appendix.

3 4. Results/key findings 4.1 Current cooking practices

To evaluate the current position of kangaroo in the meat industry consumers (chefs/food service decision makers) were asked to indicate which meats they currently cook. Results clearly show that kangaroo is cooked much less often than more mainstream meats like chicken and beef, however it is the most frequently cooked of all the game meats with the exception of duck (Figure 1).

Figure 1: Types of meat currently used in the foodservice industry (N=209)

100 88 86 85 90 80 70 64 60 48 50 39 40 30 17 20 13 12 10 6 5 9 6 10 3 4 2 1 0 Percentage of respondents (%) respondents of Percentage k k o t u en r c e n h k mb eal y on r a c a V Po Du is Goat Qu ail n) s Em tri L lab n Ha o a hic l r Buffal ss Os C f or Ve o he e Wa it u P Part ridge e & b B b (Po k Ra c aroo o ng a tchc K pa S Although chefs seem not to be adventurous in the use of meats most say they are open to the idea of new ingredients and dishes (78%), with only 22% describing themselves as being conservative in their menu selections (Figure 2).

Figure 2: Cooking style of the chefs (N=209)

I am constantly looking for new ingredient s an d dishes and think of myself as bein g quit e experimental 16% I like to use a standard set of t he ingredient s but am open to the idea of new I like to use a standard set p ro duct s an d ingredien ts of the ingredients and am 37% quite conservative in my men u 22% I lo ok for new dishes bu t on ly in trodu ce a few new ones 25%

Few chefs describe themselves as conservative in their menu choice, however, only about 4 out of 10 claim to look for new dishes and the rest rotate amongst tried and tested dishes (Figure 3). Two thirds of chefs have a specials board, with dishes tending to stay on the board for 3 to 7 days (Figures 4 and 5).

4 Figure 3: Menu selection of the outlet (N=209)

We periodi cal l y change the menu and l ook for new dishes to 30 add to the menu

We peri odicall y change the menu but rot ate wi thi n a group of 29 tri ed and tested opti ons

We have had the same menu selecti on f or the last 12 20 months and it takes a lot to make me change

We regularl y change the menu but rot ate wi thi n a group of 12 tri ed and tested opti ons

We regul arl y change the menu and l ook for new dishes to 9 add to the menu

0 100 Per centage of respondents

Figures 4 and 5: Use of specials boards (N=209 and 135 respectively) Do you have a specials board? How long will a dish stay on the board?

A week 33

2 – 3 days 29

A fortnight 15 No 35% A day 13

Depends on how 7 Yes popular the dish is 65% A month 3

Longer than a month 0

0100 Percentage of respondents

4.2 Information sources

The most common sources of information used by chefs are magazines and talking to customers and other chefs (Figure 6). These are two of the main information sources marketers should be targeting. Magazines are used regularly, and therefore could be the best option for marketing kangaroo meat amongst the target audience (Figure 7).

5 Figure 6: Information sources used to find recipes, suppliers, ingredients and similar (N=209) Figure 7: Information sources used most often (N=209)

100 90 80 70 60 50 41 38 35 40 27 26 25 22 30 17 20 11 10 2 0 Percentage of respondents (%) respondents of Percentage

e rs s s l s n e e . r . ra . w rs li h in .. e .. e o e n t z / r n to h d a s m u e u s a O O g f to a g b e e a e s t ri l M h u s in t d n c c re s ra r ia i T io e to r d d n h e e y i t g th p o n o M m o o i o t lk to t m g a g ro n T g n F i in i lk lk a o a T G T

Magazines 23 Talking to other chefs / cooks 18

Talking to my distributors / suppliers 13 Tal king to customers 13

Going to other restaurants / cafes 11 From the media in general 7

Trade shows 7 Online 4

Other 2

From opinion leaders in the sector 2

0100Percentage of respondents

6 Online sources are not used frequently but when they are, it is primarily for recipes and ingredient information (Figure 8).

Figure 8: Purpose of accessing online resources (N=29)

Recipes 69

Food / 45 Ingredients

Equipment 31

Clothing / 10 Footwear

0100 Percentage of respondents

“Delicious” magazine was rated the best and most often used magazine, with Gourmet Traveller close behind (Figure 9 and 10). Chefs are primarily reading both the recipe and article sections from these magazine sources (Figure 11). This would indicate that any push in magazines needs to be focussed to provide chefs with ideas and information on kangaroo dishes.

Figure 9: Which magazines do the chefs read? (N=123)

Delic ious 54

Go ur m et Tr av eller 42

Donna Ha y 42

Su p erf oo d I dea s 39

Aus tralian Good Tast e 38

Eat Drink 29

Ho spi talit y 22

gu e En ter tai nin g & Tr av el 20

Inside Out 20

Fo od ser vic e Rep 18

Ope n Ho us e 15

Ret ail World 13

Ot her 1

0 100 Percentage of respondents

7 Figure 10: Which magazine was considered the best by respondents (N= 123)

Delicious 18

Gourmet Traveller 17

Superfood Ideas 14

Australian Good Taste 14

Donna Hay 11

Eat Drink 11

Vogue Entertaining & Travel 4

Foodservice Rep 3

Hospitality 2

Retail World 2

Open House 2

Inside Out 1

0100Percentage of respondents

Figure 11: Sections of magazines read (N=123)

Recipes 83

Articles 58

Editorials 22

Adverts 21

Other(s) 2

0 100 Percentage of respondents

8 Figure 12 shows that 91% of respondents are not receiving specific advice or benefits about the meats they are buying from their meat distributers. Advice that is being sought does not include kangaroo. There is a potential opportunity for the kangaroo industry to educate suppliers and improve communication with their customers.

Figure 12: Percentage of chefs which receive advice form meat distributers (N=56)

Does your meat distributor talk about the benefits of Which meats? any particular meats or how to prepare them etc?

Chefs indicated they receive advice

Yes only on four meats: 9%

ƒ 3 Chefs receive advice on Veal ƒ 2 Chefs receive advice on Pork ƒ 1 Chef receives advice on Lamb No ƒ 1 Chef receives advice on Beef/Veal 91%

4.3 Chefs’ ideals on kangaroo meat and customers perceptions

Chefs believe that kangaroo is a healthy meat, but there is some debate over how easy is it to cook and how tough it is (Figure 13). A large proportion of chefs disagree that there are many kangaroo recipes, opening a potential avenue to give chefs more opportunities and ideas for using kangaroo meat.

9 Figure 13: Chefs’ attitudes regarding kangaroo meat (N=209)

53 53 37 36 35 35 34 100% 2 4 4 6 3 Strongly agree 13 11

80% 35 33 31 29 31

Somewhat 40 42 agree 60%

40 Neither agree 41 46 40% 48 48 nor disagree

35 33 Percentage of respondents of Percentage

20% 21 Somewhat 19 disagree 12 15 9 11 15 4 6 0% 3 2 3 1 4 Can be tough Healthy meat Easy to cook High quality Comes in Premium / Has little meat consistent gourmet flavour Strongly portions meat variety disagree

Figure 13: Chef’s attitudes regarding kangaroo meat continued (N=209)

33 32 25 23 21 20 16 100% 1 2 3 3 221 Strongly 14 agree 19 18 22 20 31 30 80%

Somewhat agree 36 60% 47

45 54 41 52 Neither agree 48 nor disagree 40% Percentage of respondents of Percentage 35 25 Somewhat 20% disagree 19 27 22 18 20 12 8 9 4 0% 2 2 3 Strongly Difficult to Supplied in high Never aged Versatile meat Inconsistent Lot of recipes Can't get chilled disagree source quality properly quality packaging

10 Figure 14 demonstrates a lack of trial within Foodservice professionals with 15% of chefs having never tried Kangaroo and very few eat it regularly (3%). Pricing expectations presented in Figure 15 for kangaroo were higher than chicken.

Figure 14: Percentage of Chef’s personally eating kangaroo meat (N=209)

I would eat it more but I cannot find it 3% I used to eat it but do not any more Regularly 8% 3% Rarely 32%

Tried it once and did not like it 13%

I have never tried 15%

Occasionally 26%

Figure 15: Expect to pay for prime kangaroo cut compared to other meats (N=209)

100% 4 3 2 3 2 2 (A lot 12 more) 90% 19 22 27 30 29 80%

70% 1 (A little 41 21 more)

60% 32 26 26 50% 38 0 (About the 40% same) 20 40 30% Percentage of respondents 30 27 35 20% 22 -1 (A little 21 less) 10% 18 12 14 9 6 7 0% Beef Chicken Lamb Pork Duck -2 (A lot less)

11 Overall chefs believe their customers feel kangaroo is too rich and gamey although it is widley thought to be healthy (Figure 16). Although there are high levels of chefs claiming they are unsure of consumers’ perceptions, as demonstrated by the high levels of “Neither agree nor disagree” ratings.

Figure 16: Chefs beliefs about consumer perceptions (N=209)

45 44 43 37 37 33 25 100% Strongly agree 11 6 8 5 7 5 7 90% 19 80% 33 29 38 35 30 70% 33

60% Somew hat agree 42 50% 40 45 40% 48 37 43 42 30%

20% 22 Neither agree nor 19 18 disagree Percentage of respondents 10% 12 10 11 13 11 6 5 0% 2 1 5 4 Is too Is healthy Is tough Is too Is It is a Has to be Somew hat disagree gamey rich premium high served / gourmet quality rare meat meat Strongly disagree

Introducing kangaroo to customers as an entrée may have no effect, despite 42% of customers currently ordering entrées (Figure 17). Most chefs feel that offering kangaroo in this form would not necessarily encouraging customers to try the meat as a main (Figure 18).

Figure 17: Percent of customers who order entrées, as indicate by chefs (N=209)

100% 13 90% Over 75% 80% 26 70%

60% 51 – 75% 50% 22

40%

Percentage of respondents Percentage 30% 20 31 – 50% 20% 11 10% 10 0% 21 – 30%

12 Figure 18: Chefs’ opinion on whether it would be easier to get customers to try kangaroo as an entrée (N=209)

Already offered as entree 3%

More difficult 21%

Make no difference 54%

Easier 22%

4.4 Restaurants currently serving kangaroo

Of the 209 restaurants / chefs that were spoken to only 35 currently serve Kangaroo so this section has very low bases and the following results should be used cautiously.

Most restaurants currently serving kangaroo offer one or two kangaroo dishes, which tend to be regular dishes rather than specials (Figures 19 and 20).

Figure 19: Number of kangaroo dishes offered by restaurants (n=35)

100% 3 9 8 9 90% 8 Four or more 80% 35 70% 34 33 60% Three

50%

40%

30% Two 54 57 50 Percentage of respondents of Percentage 20%

10%

0% One Total Upper-class Mainstream

*Please note very low bases

13 Figure 20: Percentage of restaurants which sell kangaroo as special or regular dishes (N=35)

Specials 6% Both regular and specials 29%

Regular dishes 65%

*Please note very low bases

Rump and tenderloin are the most frequently purchased kangaroo cuts followed by strips/dice/mince and topside (Figure 21). The difference between the number of different cuts purchased at Mainstream and Upper-class restaurants is negligible (2.2 and 2.0 respectively). Popular combinations include rump and topside or rump and tenderloin.

Figure 21: Types of kangaroo cuts currently purchased by restaurants (N=35)

Rum p 43

Tenderloin 29

Strips/Dice/Mince 26

Topside 26

Shank 20

Sausages/burgers 17

Loin 17

Rack 14

Silverside 11

Tail 3

0 102030405060708090100

Percentage of respondents

*Please note very low bases

14 These restaurants currently source kangaroo meat from normal distributors (68%) and a smaller number from specialist meat suppliers (19%) as presented in Figure 22.

Figure 22: Where restaurants purchase kangaroo meat from (N=35) Supermarket 3%

Local market 10%

pecialist meat distributor 19% Our normal meat distributor 68%

*Please note very low bases

Chefs currently serving kangaroo believe that customers order Kangaroo as something new and different rather than for health or taste reasons (Figure 23). Results suggest that it is more the upper- class restaurants (rather than mainstream) where customers are ordering kangaroo as something novel / different (Figure 24), although this is based on a very small sample and so is only indicative.

Figure 23: Why customers order kangaroo in restaurants (N=35)

Something different / new 31

Novel ty factor 29

For a change 26

Don’t know why 11

They eat it regularly 6

He alt h be ne fit s 3

They like the taste 3

0 Percentage of respondents 100

*Please note very low bases

15 Figure 24: Reasons customers order kangaroo in mainstream and upper-class restaurants (N=35)

Something different 8 / new 43

17 Novelty factor Mainstream 35

25 Upper-class For a change 26

17 Don’t know why 9

8 They eat it regularly 4

They like the taste 4

8 Health benefits

0100Percentage of respondents

*Please note very low bases

To increase the number of kangaroo dishes offered in restaurants chefs require more recipe ideas and greater public acceptance, the latter identified as having the biggest impact (Figures 25 and 26).

Figure 25: Recommended improvements to kangaroo by chefs to increase customer purchase and consumption (N=35)

More recipe ideas 54

Greater public acceptance 46

Introduce more cuts 29

More availability 29

More consistent quality 26

Int roduce good qualit y small goods 20

Better information from distributors 17

Improve port ion cont rol 17

Better product range 3

0 Percentage of respondents 100

*Please note very low bases

16 Figure 26: Recommended improvements to kangaroo by chefs to increase customer purchase and consumption which will have the biggest impact (N-=35)

Greater public acceptance 40

More recipe ideas 23

More availability 14

Introduce more cuts 9

Better information from distributors 6

More consistent quality 6

Introduce good quality small goods 3

0 Percentage of respondents 100

*Please note very low bases

While upper-class restaurants find greater public acceptance to be the most prominent, mainstream restaurants also feel that more recipes and more availability are equally important (Figure 27) [Please note the very low bases on the responses].

Figure 27: Recommended improvements to kangaroo by chefs to increase customer purchase and consumption which will have the biggest impact mainstream and upper-class restaurants (N=35)

25 Greater public acceptance of the product Mainstream 48

25 Upper-class More recipe ideas 22

8 Introduce more cuts 9

25 More availability 9

Introduce good quality small goods 4

8 Better advice from distributors 4

8 More consistent quality 4

0100Percentage of respondents

*Please note very low bases

17 Compared to mainstream restaurants, chefs at upper-class restaurants would be more influenced to increase kangaroo on menus: greater public acceptance of kangaroo products, a greater number of cuts, and improved portion control (Figure 28).

Figure 28: Recommended improvements to kangaroo by chefs to increase customer purchase and consumption mainstream and upper-class restaurants (N=35) 25 Greater public acceptance of the product 57 Mainstream 58 More recipe ideas Upper-class 52 17 Introduce more cuts 35 33 More availability 26 25 More consistent quality 26 17 Introduce good quality small goods 22 8 Improve portion control 22 25 Better advice from distributors 13

Better product range 4

0100Percentage of respondents *Please note very low bases

Ease of cooking kangaroo meat is not a problem for chefs (35) who are currently serving kangaroo meat with only 6% reported that they found it difficult (Figure 29). This value is in contrast with Figure 13 which shows of all cooks surveyed (209) the attitude was that 22% disagreed that kangaroo was easy to cook.

Figure 29: How easy chefs find cooking kangaroo (n=35)

100% 9 Very easy 90% 17 80% Fairly easy 70%

60% Neither easy nor difficult

50% Fairly difficult 40% 69 Percentage of respondents 30% Very difficult 20%

10% 6 0%

18 4.5 Restaurants currently not serving Kangaroo

Over 40% of chefs who are not serving kangaroo feel that many of their customers would be unlikely to order it in their restaurant (Figure 30). These chefs are not serving kangaroo due to lack of recipe ideas and lack of interest from consumers (Figure 31).

Figure 30: Would customers order kangaroo if it were on the menu (N=174)

100% 2

90% 16 Very likely

80% Likely 70% 39 60% Unsure 50%

40% Unlikely

Percentage ofrespondents 30% 26

20% Very unlikely

10% 17

0%

Figure 31: Reasons for not serving kangaroo (N=174)

Not enough recipe ideas 30 Customers do not want 29 Don’t know what to do with it 24 Just not interested 21 Have tried it but not enough people ordered it 16 Not thought about it 15 Not bei ng offered it by my meat supplier 14 Other 9 No supplier / no distributor 8 Already have a good (game) alternative 6 Too many customer complaints about quality 6 Poor / inconsistent quality of meat 5

0100 Percentage of respondents

19 This is supported by the tendency for upper-class restaurants who have previously served kangaroo but found little consumer demand to continue serving it.

Figure 32: Reasons for not serving kangaroo meat by restaurant type (N=174)

29 Not enoug h recipe ideas 32 31 Cust omers do not want 26 Upper-class Ma i ns tr e am 12 Have tried it but not enough people ordered it 23 25 Don’t know what to do wit h it 21 23 Just not interested 18 17 Not th ought about it 12 16 Not being offered it by my meat supplier 12 3 Too many cust omer complaints about quality 11 6 No supplier / no distributor 11 8 Oth er 9 4 Poor / inconsistent quality of meat 8 7 Already have a good (game) alternative 5

0 100 Percentage of respondents

Consistent with previous results, chefs would start using kangaroo meat if customers ordered it and if they had more ideas about how cook it.

Figure 33: Improvements needed to use kangaroo meat (N=174)

Educate customers so that they order it 41

More information about how to use it 37

More recipe ideas 34

Introdu ce goo d quality small goods 26

More availability 25

Introduce more cuts 23

More consistent quality 21

Better advice from distributors 21

Better prod uct range 20

Improve portion control 16

My supplier t o push it / pro vide it 14

Ot her 7

0100 Percentage of respondents

20 Restaurants do not differ greatly in which improvements they feel would be needed to start using kangaroo meat, with the exception of improved portion control, which is more important to upper- class restaurants (Figure 34).

Figure 34: Improvements needed to se kangaroo meat by restaurant (N=174)

39 Educate customers so that they order it 45 35 Mainstream More information about how to use it 39 35 More recipe ideas 33 26 Introduce good quality small goods 27 Upper-class 21 Introduce more cuts 26 25 More availability 26 19 More consistent quality 26 11 Improve portion control 23 19 Better product range 21 22 Better advice from distributors 18 13 My supplier to provide it 15 8 Other 6

0Percentage of respondents 100

The improvement chefs feel would have the biggest impact is educating customers about kangaroo products.

Figure 35: Improvement with the biggest impact (N=174)

Educate customers so that they order it 25 More information about how to use it 15 More recipe ideas 14 Better advice f rom distributors 9 My supplier to push it / provide it 9 Other s 6 Better product range 6 Introduce good qualit y small goods 5 More availability 4 Introduce more cuts 3 More consistent quality 2 Improve portion control 1

0100 Percentage of respondent s

21 There are no great differences between mainstream and upper-class restaurant chefs in the improvement they feel would have the most impact.

Figure 36: Improvement with the biggest impact by restaurant type (174)

25 Educate customers so that they order it 26 Mainstream 13 Upper-class More recipe ideas 15 17 More information about how to use it 12 8 My supplier to provide it 11 10 Better information from distributors 8 6 Others 6 7 Better product range 5 5 Introduce good quality small goods 5 2 Introduce more cuts 5 4 More availability 5 2 More consistent quality 3 1 Improve portion control 2

0100Percentage of respondents

22 Appendix Project Questionnaire

Recruitment Criteria R1 Do you currently work in the food and beverage industry? Yes -> Continue No -> Close

R2a Which best describes your role at the restaurant / bar etc? Chef -> Continue (ask Cook -> Continue Front of house Owner Other R2b How of the following best describes you? Executive Chef Head Chef Sous Chef Chef de partie Chef de Cuisine Specialist Chef Chef Other type of chef (please specify) ______

R3 Which of the following types of foodservice company’s best describes where you currently work?

Food manufacturing company Close Food wholesaler/ distributor Close Restaurants Continue Independent fast food restaurants Close Cafes Continue Hotels Continue Pubs Continue Clubs Continue Fast Food Chains Close Caterers Close Educational Institution Close Staff or Workplace Canteens Close Hospitals, Aged Care or Government Close Facilities Other – please specify:

………………………………

23 R4 Which of these best describes your restaurant / bar / café / hotel / pub / club?

5 Star Hotel 3 – 4 Star Hotel 1 – 2 Star Hotel Silver Service Fine Dining Mainstream Restaurant Mainstream Cafés / Pubs Destination / Upmarket Pubs (one that customers would drive a longer distance to get to) Local Pub / Café Clubs Other (Please specify) ______

Section 1 General Attitudes

Q1 Which of these meats do you currently cook in your kitchen?

Beef or Veal Veal Lamb Pork Chicken Duck Game Meats: or Hare Kangaroo & Wallaby Venison Goat Crocodile Buffalo Game Birds: Spatchcock (Pousson) Quail Ostrich None of the above CLOSE

Q2 Which of these statements best describes your cooking style?

I like to use a standard set of the ingredients and am quite conservative in my menu I like to use a standard set of the ingredients but am open to the idea of new products and ingredients I look for new dishes but only introduce a few new ones I am constantly looking for new ingredients and dishes and think of myself as being quite experimental

24 Q3 Which of these statements best describes the menu selection in your restaurant / café etc?

We have had the same menu selection for the last 12 months and it takes a lot to make me change We periodically change the menu but rotate within a group of tried and tested options We periodically change the menu and look for new dishes to add to the menu We regularly change the menu but rotate within a group of tried and tested options We regularly change the menu and look for new dishes to add to the menu

Q4a Here is a list of sources that you could use to find out about new recipes, ingredients, suppliers etc? Which one do you use most often? And which others do you use?

Most often Others (single code only) (Multicode allowed) Magazines Talking to other chefs / cooks Talking to customers Talking to my distributors / suppliers Going to other restaurants / cafes and seeing what they offer From opinion leaders in the sector Trade shows Other (Please specify) ______

ASK Q4b-d IF MAGAZINES MENTIONED IN Q4a Q4b Which magazines in particular do you use as a source of information? Delicious Eat Drink Australian Good Taste Retail World Vogue Entertaining & Travel Foodservice Rep Superfood Ideas Donna Hay Inside Out Open House Hospitality Gourmet Traveller Other (please specify)

25 Q4c And which do you feel is best? Delicious Eat Drink Australian Good Taste Retail World Vogue Entertaining & Travel Foodservice Rep Superfood Ideas Donna Hay Inside Out Open House Hospitality Gourmet Traveller

Q4c Which sections of the magazines do you use in particular?

Recipes Articles Adverts ?? NOW GO TO Q5.

ASK Q4d IF “TALKING TO MY DISTRIBUTORS / SUPPLIERS” MENTIONED IN Q4a Q4d Does your meat distributor ever talk to about the benefits of any particular meats or how to prepare them etc?

Yes -> ASK Q4e No -> GO TO Q5

Q4e Which meats do you get advice on?

Repeat list from Q1

26 Q5 I would now like you think specifically about Kangaroo meat and what your personal attitudes and perceptions are of it? Can you please tell me how much you either agree or disagree with the following statements that have been made about Kangaroo meat.

Strongly Somewhat Neither Somewhat Strongly disagree disagree agree nor agree agree disagree It is a healthy meat It is a versatile meat There are a lot recipes for Kangaroo meat It is a high quality meat It is difficult to source Kangaroo meat I can’t get it chilled and this is a problem. It is never aged properly It is of inconsistent quality It is easy to cook It comes in consistent portions It is supplied in high quality packaging Is premium / gourmet meat It has little flavour variety Can be tough

Q6 How often do you personally eat Kangaroo meat?

Regularly Occasionally Rarely I would eat it more but I can not find it I used to eat it but do not any more Tried it once and did not like it I have never tried

Q7 I would now like you think specifically about how you think your CUSTOMERS perceive Kangaroo meat. They think that Kangaroo meat ….

Strongly Somewhat Neither Somewhat Strongly disagree disagree agree nor agree agree disagree Has to be served rare Is healthy Is premium / gourmet meat Is a high quality meat Is tough Is too gamey Is too rich

27 ASK Q8 IF RESTAURANT DOES NOT CURRENTLY SERVE KANGAROO MEAT (AT Q1) Q8 If you were to put a Kangaroo meat dish on your menu, how likely do you think your customers would be order it?

Very likely Likely Unsure Unlikely Very unlikely

ASK Q9 – Q14 IF RESTAURANT CURRENTLY SERVES KANGAROO MEAT (AT Q1)

Q9 What Kangaroo cuts do you currently buy?

Primal cuts (bone-in): Rack Shank Primal cuts (boneless): Topside Rump Silverside Loin (striploin, loin , long fillet) Tenderloin (fillet) Tail , burger Strips/ Dice/Mince

Q10 How easy or difficult do think Kangaroo is to cook correctly?

Very easy Fairly easy Neither easy nor difficult Fairly difficult Very difficult

Q11 How many Kangaroo dishes do you have on your menu?

One Two Three Four or more

Q11 What dishes do you use Kangaroo meat for? (Please type in all dishes)

______

Q12 Do you class these dishes as regular menu items or specials?

Regular dishes Specials Both regulars and specials

28

Q13 Where do you get your Kangaroo meat from?

Our normal meat distributor A specialist meat distributor Local market Supermarket Other (Please specify) ______

Q14a What changes or improvements would need to be made in order for you to use more Kangaroo meat? Please tick all that apply?

Improve portion control More consistent quality More availability Better advice and information from distributors Introduce more cuts Introduce good quality small goods (e.g. sausages, smoked kangaroo) More recipe ideas Greater public acceptance of the product Better product range Other reason (please specify) ______

Q14b Which of those would have the biggest impact? Repeat list from Q14a

Q14c What do you mean by “more consistent quality”?

______

NOW GO TO Q17

29 ASK Q15 – Q16 IF RESTAURANT DOES NOT CURRENTLY SERVE KANGAROO MEAT (AT Q1)

Q15 Why do you currently NOT serve Kangaroo meat in your restaurant?

No supplier / no distributor Not being offered it by my meat supplier Don’t know what to do with it Not enough recipe ideas Customers do not want Have tried it but not enough people ordered it Too many customer complaints about quality Poor / inconsistent quality of meat Not thought about it Just not interested Already have a good (game) alternative Other reason (please specify) ______

Q16a What changes or improvements would need to be made in order for you to use / order Kangaroo meat? Please tick all that apply?

My supplier to push it / provide it Give me more information about how to use it Educate customers so that they order it Improve portion control More consistent quality More availability Better advice and information from distributors Introduce more cuts Introduce good quality small goods (e.g. sausages, smoked kangaroo) More recipe ideas Better product range Other reason (please specify) ______

Q16b And which one would have the biggest impact?

Repeat list from Q16a

ASK ALL Q17 How much would you expect pay for prime Kangaroo cut compared to similar cut of..

ROTATE ORDER OF MEATS A lot less A little less About the A little A lot more same more Beef Chicken Venison Lamb Pork Duck

30 Q18 Do feel it would be easier or more difficult do get customers to try Kangaroo meat if you were to serve as it an Entrée?

Easier More difficult Make no difference Already offer Kangaroo as an Entrée

And Finally, if you were the person who’s job is was to get more Food Service professionals to use Kangaroo meat, how would you do it? Please give as much detail as possible.

______

31 Foodservice Attitudes towards Kangaroo Meat

RIRDC Publication No. 09/126

By Mark Ellis

The meat industry is one of the largest in Australia. Key The Rural Industries Research and Development Corporation competitors include beef, lamb, pork and game meats. (RIRDC) manages and funds priority research and translates Kangaroo meat is a healthy, nutritional, cost effective and results into practical outcomes for industry. healthy substitute for other red meats. Being a quality meat with a high profit margin for foodservice operators, Kangaroo Our business is about developing a more profitable, dynamic meat has lot of growth potential as an industry. and sustainable rural sector. Most of the information we produce can be downloaded for free or purchased from our Currently, kangaroo meat marketing is suffering from lack of website: www.rirdc.gov.au, or by phoning 1300 634 313 (local information to make the best Return in Investment decisions call charge applies). to market to the foodservice sector. The foodservice industry is the key driver of total consumption, however kangaroo holds less than 1% of the total sales in foodservice. Both customers and chefs need to be better informed about kangaroo meat in order to increase the usage of Kangaroo meat in the foodservice sector.

Contact RIRDC: Most RIRDC books can be freely downloaded Level 2 or purchased from www.rirdc.gov.au or by 15 National Circuit Barton ACT 2600 phoning 1300 634 313 (local call charge applies). PO Box 4776 Kingston ACT 2604

www.rirdc.gov.au Ph: 02 6271 4100 Fax: 02 6271 4199 Email: [email protected] web: www.rirdc.gov.au