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FOODSERVICE FLASH ~ All the latest news about Wild Alaska Seafood
April 2005
THIS MONTH'S STORIES IN BRIEF:
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** Country Kitchen "Catch Alaska" Promotion
** Alaska Seafood Consumer Advertising Campaign
Kicks-Off
** Wild Watch #1: Gourmet April Issue
** Wild Watch #2: Martha Stewart Living May Issue
** Recipe of the Month: Roasted Alaska Black Cod with
Leeks, Spinach & Cider Butter
** Send Us Your Ideas, Recipes or Requests
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Stories:
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Country Kitchen "Catch Alaska" Promotion
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Country Kitchen restaurants ran a successful "Catch Alaska"
promotion February 7th - April 3rd 2005, with participation from over
140 units.
"Our Alaska Cod sales were incredible and doubled from the previous
year's promotion," states Eric Girard, Director of Marketing for
Country Kitchen. "It is a testament to the power of using the Alaska
brand that things improved so much by changing the name to 'Catch Alaska'
and upgrading
the look of our materials."
The "Catch Alaska" promotion featured five new entrée
items, including the Alaska Cod Dinner, Alaska Cod Sandwich, Biscuit
Shrimp & Alaska Cod, Biscuit Breaded Shrimp, Alaska Salmon Sandwich.
It also featured Clam Chowder and a Chocolate Covered Cherry Shake.
A waitstaff incentive was also a big part of the "Catch Alaska"
promotion. The "Dream Alaska Suggestive Sell Contest" offered
servers a chance to win a $5,000 trip to Alaska. Forty Country Kitchen
units participated in the four week server contest held February 21
March 20, 2005. Shannon Luy of Freeport, IL was announced as the
winner of the "Dream Alaska Suggestive Contest." Luy¹s
name was picked in the random drawing of nine names whose units achieved
at least a 12% overall rate.
"We utilized every resource available to make this Lenten promotion
successful to both our guests and our servers,"said Girard. "By
partnering with ASMI, we brought Alaska to every Country Kitchen in
the United States, plus we sent one of our top sales people on the trip
of a lifetime."
Click here to see copies of the Country Kitchen "Catch Alaska"
promotion materials: http://www.alaskaseafood.org/foodservice/enews_0405_countrykit.htm
Alaska Seafood Consumer Advertising Campaign
Kicks-Off
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This summer, the Alaska Seafood Marketing Institute (ASMI) is advertising
to consumers; the same consumers who eat in your restaurants. The overall
theme communicates the benefits of Wild, Abundant Alaska Seafood and
encourages consumers to "Ask for Alaska" at their favorite
restaurant or
supermarket.
The campaign kicks off this June with print ads in Bon Appetit,
Cooking Light and Sunset magazine. June issues hit the
newsstands around May 10th.
Click here to see our summer consumer ads: http://www.alaskaseafood.org/foodservice/enews_0405_askforak.htm
In the fall, ASMI will be running a mix of consumer advertising for
salmon, whitefish and shellfish, all encouraging consumers to "Ask
for Alaska".
Alaska Seafood will be top of mind with your patrons, so be sure to
add it to your menu. For promotional support, please contact foodservice
marketing director, Claudia Hogue at 800-806-2497
Wild Watch #1: Gourmet April Issue
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The April issue of Gourmet features a recipe "Wild Salmon
with Pearl Couscous, Slow-Roasted Tomatoes, and Lemon Oregano Oil."
At the start of the recipe, the magazine states, "We prefer wild
salmon not only for ecological reasons but for its flavor, which is
more mild than that of farm raised. Although limited varieties are available
year-round, peak season begins in the spring, when the fish are caught
en route to their spawning rivers."
Gourmet is read by more than 950,000 subscribers each month.
Wild Watch #2: Martha Stewart Living May Issue
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"Whenever you can, choose wild salmon. It is the healthier bet,
and -- happily for you -- the tastier one, too." This quote can
be found as the conclusion to "Classic Ways to Prepare Salmon"
article in the May issue of "Martha Stewart Living".
This four page article with recipes, explains the who, why, where and
what of salmon. Included is a discussion on farmed and wild varieties
and why consumers should know which is which.
"Much of the salmon we encounter is farmed, however, wild salmon
is enjoying increasing popularity." The article goes on to discuss
how the wild salmon "has a complex, more intense flavor than farmed
salmon, which is fattier and mellower (qualities that some diners prefer).
Both are a rich source of omega-3s, the fatty acids that may protect
against heart disease."
Martha Stewart Living is read by 1.8 million subscribers each
month.
Recipe of the Month:
Roasted Alaska Black Cod with Leeks, Spinach & Cider Butter
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Alaska Black Cod season kicked off in March and is in full swing through
mid-November. Try this incredibly delicious recipe developed in the
U.K.
The picture is worth a thousand words... http://www.alaskaseafood.org/foodservice_recipes/recipe_detail.asp?RecipeID=130
Send Us Your Ideas, Recipes or Requests
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Is there some specific information that you'd like to see in this newsletter?
Then drop us an e-mail and let us know at: mailto:foodservice@alaskaseafood.org
We'll do our best to fulfill your requests.
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