Grab your toque and tongs – cutting into a barbecued steak is no longer just a summer event.
The popularity of grilling meat outside during the winter has increased, said Joyce Parslow, consumer culinary marketing manager for the Beef Information Centre.
Recent research data showed winter grilling rates are up 26 percent over the past three years compared to a 17 percent increase in summer.
Parslow said people now see their barbecue and outdoor entertaining area as an extension of the kitchen.
“I just get the feeling people are hooked on barbecue now,” said Parslow, who lives in Mississauga, Ont.
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“More people have them and more people have fancy ones.”
The reasons for the increased interest in barbecues are varied. With fewer dishes to clean up and a more casual approach to dining, the popularity of barbecues is likely to continue to grow, she said.
“It’s a very nice way to do entertaining.”
The Beef Information Centre, which is the marketing arm of the Canadian Cattlemen’s Association, has worked with retailers to develop new cuts of meat designed for the barbecue.
One of the most popular cuts is the rotisserie roast, which allows for easy and even cooking on the grill. The boneless, uniform shaped roasts come tied or netted and in a range of sizes.
Rotisserie roasts are also an easier way to manage different cooking requests. Instead of taking orders on how guests want their steak cooked, a roast satisfies all tastes, she said.
The new barbecued cuts are basic primal ones but cut into an even shape for easy grilling.
Another popular barbecue cut is the beef medallion, a thick steak made for the grill but with a round shape.
Instead of cutting the meat thinner to make it go further, it’s a small, thick steak with a more affordable price.
“We call it the steakhouse experience.”
Parslow said the No. 1 reason people barbecue is the flavour.
Consumers want to recreate the restaurant eating experience, where steaks are usually barbecued. It’s also a cooking experience that men enjoy.
Parslow said barbecues are the new microwaves. Most people wouldn’t dream of not having a microwave, she added, and barbecues are becoming just as popular.
“I don’t think grilling is going to go away. It’s a new way of cooking.”
