The Premium Butcher sees online demand treble
Irish consumers enjoying cuts not often seen in supermarkets, according to high-end company
Print19 May 2020
The Premium Butcher, one of Ireland’s first online meat retailers and a division of Dawn Meats, has seen a surge in orders from consumers as a result of Covid-19.
In fact, the company reports online orders trebled between March and April as the business pivoted from its traditional focus on restaurants and catering clients who unfortunately were no longer operating, into selling restaurant quality steaks directly to consumers.
The Premium Butcher works with courier company DPD to ensure next-day delivery throughout the country on orders placed before 12 noon. The company’s shift in strategy was driven by the full or partial closure of its traditional clients – which include Shanahan’s on the Green, the Shelbourne Hotel and The K Club – due to the government restrictions announced on 24 March. The service also ensures that hundreds of farmer suppliers with whom The Premium Butcher works on a weekly basis, continue to have a route to market for their livestock during the Covid-19 emergency, through increased sales in this online store.
With families confined at home during the lockdown, the many sunny days in April provided an opportunity for aspiring chefs to light up the BBQ, and the week preceding the May Bank Holiday saw online orders up more than tenfold compared to 2019. Consumers have benefited from special offers on whole beef filets and other premium cuts which have proved popular. Other high demand items in April included T-Bone Steaks, Tomahawks and traditional BBQ favourites like burgers and sausages.
“We’re really pleased that we can continue to offer the type of premium produce usually sold in restaurants to consumers so it can be enjoyed at home,” said Niall Browne, CEO of Dawn Meats. “It was a logical step that we introduce home delivery once the seriousness of Covid-19 became clear, particularly as it provides an important route to market for our farmer suppliers.”
He added that the business intends to expand the range to include its exclusive dry aged Vintage Reserve beef over the coming weeks.
Neil Lanigan, head of sales for The Premium Butcher, added that the business has worked with delivery partners DPD to ensure that deliveries are both reliable and safe. “All our produce is vacuum packed for delivery, both for safety in transit but also to lock in flavour and allow for easy storage,” Lanigan said.
Interestingly, families are also experimenting with some less than usual cuts: the rump cap or ‘Picanha’ is a cut normally associated with Portuguese and Scandinavian BBQ celebrations or at Brazilian style steakhouses and is typically sliced off long skewers – but is also ideal as a delicious Sunday roast for four or five keen meat eaters – and has been a popular seller, suggesting Covid-19 has broadened the horizons of some home cooks.
The Premium Butcher also has gifting options such as the ‘Meat Lovers Box’ containing a range of premium cuts, and for €100 includes a whole fillet of beef, four ribeye steaks, four striploin steaks and 10 burgers.
As well as delivery through ordering online, the Premium Butcher’s shops in Carroll’s Cross (Waterford), Ballymount (Dublin) and Ballyhaunis (Mayo), are offering a call and collect service with appropriate social distancing and health and safety measures in place.
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