Instant roast derby heats up
By Melissa Nelson
Associated Press
LITTLE ROCK, Ark. — Grandma will beg to differ but according to some of Tyson Foods' latest ads, all that's needed for family bonding is four minutes, a microwave and a vacuum-sealed bag of pot roast.
Associated Press
Tyson doesn't expect to eliminate the heavenly smell of a well-seasoned cut of meat wafting for hours through a house on a lazy Sunday afternoon. But it says families that don't have time to wait too long can have dinner on the table in minutes.
Jeff Sandore of Tyson's marketing department admits that the reheat-and-eat pot roast may not please old-fashioned cooks. "We are targeting people like myself who are time-constrained, busy individuals," he says.
So far, consumers are buying the pitch — or at least the pot roast. Sales are strong. Financial analysts are praising Springdale-based Tyson's move into fully cooked dinner meats.
"It's been a smashing success because it offers harried consumers convenience and, most importantly, taste," said John McMillin of Prudential Securities.
Home cooks aren't all swayed.
"I just put everything in the pot and let it cook while we are at church. I make the gravy when we get home," said Pat Braswell of Little Rock. "I don't know about something microwaved. You have to cook the meat a long time for the juices."
Braswell puts her pot roast on before heading to church each Sunday. It is her family's favorite.
For years, various companies have marketed reheat-and-eat whole chickens. Hormel and Smithfield Foods offer similar reheat-and-eat dinner meat lines. But with Tyson, the world's No. 1 meat producer, in the market, the industry can expect changes.
"As long as it passes the taste test, it is going to be the future," said Leonard Teitelbaum, an industry analyst with Merrill Lynch. "If anybody can push it, it's Tyson."
Tyson introduced its packaged microwaveable meats under its Thomas E. Wilson line in a limited number of markets in October and nationwide in January. The meats cost between $7.99 and $8.99 for a 1-pound package.
Along with pot roast, the Tyson line includes roast beef, lemon pepper pork roast, sirloin roast, Italian pork roast, barbecue beef and meatloaf. Tyson also plans to sell ham along the same line.
Jeff Sandore of Tyson's marketing department admits that the idea of a quick pot roast is a bit of an oxymoron — especially in the South, where a slow-cooked roast is part of Sunday family tradition.
"We aren't targeting your grandmother," he said. "We are targeting people like myself who are time-constrained, busy individuals. We want to sit down for a meal, but don't have time to prepare the product."
Mike Hogg, owner of a North Little Rock Butcher shop, laughs at the idea of a microwaved pot roast. Hogg said the time that his customers invest in their pot roasts is part of the dish's appeal.
"We still cook pot roast just like my grandma used to with carrots, potatoes, onions and gravy. You let it cook for a few hours during Sunday school and church," Hogg said.
"I'm sure it's not going to hurt our business. The people who are used to cooking pot roasts, they are not trying to get that market."
Brad Eichler, an industry analyst for Stephens Inc., agreed.
He said Tyson's biggest obstacle is convincing consumers that by microwaving a product for four minutes, they'll get meat as good as a roast that requires hours of preparation.
