Tag Archives: Martha Stewart

Gender-Biased Marketing Strategies: All That It’s Cracked Up to Be?

Dr. Pepper 10 – “Only 10 MANL Y calories…it’s not for women.”

Chick Beer – “Witness the Chickness!”

Skinnygirl Cocktails – “Drink Like a Lady”

Ruffles Ultimate Potato Chips and Dips – “An unapologetic bro-centric snack with deeper ridges and real pieces of meat.”

Looking at these well-known brands, it’s quite obvious that gender-stereotyping is an ongoing trend for food and drink.  But is that a good thing or bad thing?  Sure, men and women have both been stereotyped by the marketing/advertising world for years—beer commercials are usually filled with guys drinking the “wrong” beer in a bar while trying to pick up a woman.  Insert the “wing man” who gives him the “right beer” and voila!  The woman is now interested in this obviously “cool” guy that drinks a “cool” beer.   And marketing doesn’t leave out the female crowd, either. Friends Having Beer Together Turn on any channel and you’ll see yogurt commercials, specifically Activia, aimed at “real women” to discover what they’ve been “missing.”  Their website includes facts, inspirational quotes, and “Real Women, Real Stories.”  Not one man is featured on the website.  (I guess the marketing team figured men don’t like yogurt filled with probiotics?)  No!  Men (obviously) love big beefy, juicy hamburgers, hearty steaks…there’s even a hot sauce in Canada named “Mansauce”!  According to the brand, it claims to be “the manliest condiment…ever.”  (Wondering what makes a condiment the manliest?  Me too.)  But according to Company partner Chris Galvin, these “manly” ingredients include jalapenos and banana peppers: “stuff that’s typically associated with men.”   (Uh, sorry, but this gal is a jalapeno-lover, too…can I get some Mansauce, or is it against the rules?)

Well-known chefs and publications are even getting into the gender-biased food game.  It all started with the “queen” of food and entertainment, Martha Stewart, whose publication has always had a focus towards women.  Her empire has gained her millions of fans; yet, the majority of those are women who love to create beautiful cakes, test out interesting new recipes, and build tasty cocktails for bridal/baby showers.   Another example is Paula Deen.  While her down-home Southern-style cooking is loved by all, Deen’s sons are now getting into the game as well. They have now started a quarterly special-interest publication, Deen Bros Good Cooking, which, while Mrs. Deen claims is aimed at a “dual audience”, its focus is expected to have strong appeal with men.  Even Reader’s Digest Association has launched a site called Mantestedrecipes.comSuzanne Grimes, president of U.S. Affinities, RDA, said research found that most men like to cook but 70 percent prefer a male-tailored site when it comes to food.  “They approach cooking differently from the way women do,” she said.  “It suggested we should build something just for them.”

Differences in Marketing Towards Men and Women

Why does gender-biased marketing exist?

  1.  Communication.  Men prefer having the information up front and providing background information later, while women prefer background information in terms of how it might be beneficial in the future.  Essentially, men want the facts straight up, while women want an emotional context she can relate to.
  2. Differences in Decision-Making.  Men tend to make decisions based on a process of elimination.  Key factors seem to matter the most when deciding on a product, thereby allowing them to eliminate products that lack those qualities.  Women, on the other hand, tend to look at the overall picture before making a decision.
  3. Gender Identification.  Men are much more concerned with products conveying gender perceptions then women; they tend to shy away from anything that would convey femininity.  In a recent series of studies done in Britain and the U.S., it was found that foods such as steak, hamburgers and hot dogs were identified as “boy foods,” and that ordering other food was “considered wimpy.”     Yet, when it comes to women, they don’t seem to care about gender identification.  Thus, the confusion among many women when the trend among alcoholic drinks geared towards the female gender began.  Most women just don’t care.

Should We Care About Gender-Bias Stereotypes?

While there may be physiological reasons as to why males and females tend to pick certain products over others, many consumers are offended by some of the stereotypical food and drinks that are being marketing toward only women or only men.  Take Chick Beer, for instance.  The light beer is packaged in a pink and black polka-dot six-pack “purse”, with the bottle label designed as a little black dress.  Shazz Lewis, Founder of Chick Beer, told the Village Voice, “I wanted to use pink and black and do something extremely iconic (by depicting it using an image of) a purse and a little black dress.  I wanted it to be fun and sexy and I wanted people to have a good time with it.  Beer’s about fun.”

Okay, stop.  Many women agree that beer is fun, including myself.  But many women don’t depict themselves as Paris Hilton when going out and having fun with their friends; they want a nice, craft beer; heck, maybe they’re even wearing a ratty t-shirt with jeans!

Then there’s the new Dr. Pepper Ten and how it’s ‘not for women’.  The ad campaign has decided that in order to appeal to men, it must make the can gunmetal grey with bullets, TV commercials featuring huge guys fighting snakes and shooting lasers in the jungle, and a Facebook page for men ONLY; it has an app that allows it to exclude women from entering the site, which includes shooting games and a “man quiz”.

Jim Trebilcock, executive vice president of marketing for Dr. Pepper, said he’s not worried about the campaign driving women customers away from the brand.  The drink and ad campaign was tested in six markets across the country and about 40 percent of people who tried the drink were women.

“Women get the joke,” he said.

But do they really?  Time will only tell.

Image from MorgueFile

Central’s Guide to Summer Grilling

The tradition of grilling has really been around since man discovered fire.  However, over time it has gone from an essential cooking method to a weekend pass time and in current years it’s even evolved into contests and cultured cuisine.   Just as the entire idea of cooking outdoors has progressed, so has the tradition within the United States.  In a Salon.com article on grilling it is said that George Washington recorded all of the barbecues he attended/hosted mentioning that he may have in fact been responsible for creating the “first presidential barbecue.”

Image from MorgueFileAs time went on, grilling out seemed to regress back into the survival mentality with Food Network saying, “Until well into the 1940s, grilling mostly happened at campsites and picnics.”  Then in 1951, the world of grilling experienced a huge change, bringing barbecuing and grilling into virtually everyone’s backyard.  According to a piece of trivia in the San Matteo Daily Journal, 1951 was the year that the first kettle-shaped barbecue grill was designed by George Stephen, a worker at Weber Brothers Metal Works near Chicago.  Not only did this invention make is much easier and cheaper to grill on a more frequent basis, it also made way for grilled food to become a common entrée at even the trendiest of restaurants today (including a chain of its own design, Weber Grill).

So with this rich (and tasty) history in mind, Central now shares with you our guide to summer grilling complete with mouth watering recipes that will get the word out that your restaurant has the best grill in town!

Prep/Safety:

  • Temperature safety:

ο To prevent frivolous flipping and ensure cooking temperature use a
meat thermometer like this Dual-Sensing Probe
Thermometer/Timer
and/or a grill thermometer.  Eating
undercooked meat could cause salmonella.

• It’s also helpful to know the general rules on how hot to cook
your food and how long on each side.  Go here for a nice guide.

ο After meat is cooked, do not leave it outside any longer than two
hours when the temperature is lower than 90°F or one hour if the
temperature is above 90°F.

*Tip* – Always pre-heat your grill (both charcoal and gas) to
ensure that the temperature is stabilized so food is not
cooked unevenly.  Whole Foods Market’s Grilling Guide
suggests, lighting coals at least 30 minutes before beginning
to cook on a charcoal grill and at least 15 minutes before on a
gas grill.

  • Do not cook on outdoor grills indoors or under an awning:

ο  If you would like to grill indoors, it is safe to use a Charbroiler
instead.  Using an outdoor grill inside could cause a fire or
even Carbon Monoxide poisoning (when using charcoal).
Always keep water, a fire extinguisher and a burn kit on hand
in case a fire does break out.

  • Be aware of cross-contamination:

ο Be prepared with two plates: one for raw meat and one for
cooked meat.

ο Keep fresh marinades and sauces on hand to use on cooked
meats instead of using those that have been used with the raw
meat.

Image from MorgueFileCharcoal vs. Gas Grilling:

  • Convenience = Gas wins since it’s as easy as turning the knob to get cooking.  Charcoal involves a longer wait, stacking charcoal briquettes or lumps, lighter fluid levels, etc.  Charcoal also requires a little more attention to make sure that the coals are staying hot while gas usually stays at a steadier temperature and can be regulated by a knob.
  • Expense = Charcoal grills are usually less expensive initially, but do require new coals more often whereas a tank of propane can last for a while.  However, with gas prices at +$4/gallon, charcoal may be the winner this summer.
  • Cleanliness = Overall gas is a cleaner burn.  It does not produce much in terms of air pollution due to smoke levels and there is less waste from the actual coals and fluid bottles.
  • Taste = While it is a matter of opinion, there are definitely more options when it comes to a non-gas grill.  In a charcoal grill, briquettes could be used or even different forms of wood chips to add a smokier flavor.  But the only true difference is that a charcoal grill can reach a higher heat which creates a sort of crusting on the outside of the meat, sealing in flavor more easily. However, according to the Amazing Ribs site, “If you use strong flavored rubs, marinades, and sauces, you will never notice taste differences because they hamper browning.”  So all in all it mostly comes down to personal preference.

How to bring it all together:

Once your grilled meal is all prepared, this final thing to always remember when grilling is the importance of a great presentation and marketing!   While you’re wonderful smelling/tasting barbecue may be enough to get most people in the door, invest in a barbecue sign to assure customers that yours really is the place to go for the best barbecue in town.   Once guests are in the door, vinyl tablecloths lend a fun, picnic type vibe to the meal.   As an extra added bonus they are also easy to clean with a damp cloth and are resistant to stains so guests can really dig in without any fear of ruining the table coverings.  To add to the outdoor food vibe you can also serve up all of your delicious food in some rectangular plastic food baskets, which are great for everything from barbecue to fries to just about any other side.   While you’re at it you might want to look into an iced tea brewer to make your guests some sweet tea to wash it all down with!    And although it’s often overlooked, guests full on barbecue will appreciate you placing a toothpick dispenser out once plates have been cleared.

Recipes to try:

Now that you have everything from the past to the dining appearance and all that goes in between down, there’s nothing left but to grab your grill and fire up a few dishes for your anxiously awaiting customers.  We’ve gathered a few for you to try that will be sure to have them coming back for more.

Sweet & Spicy Sauce and Rub: Hank’s Barbecue Sauce (Simply Recipes) & Meathead’s Memphis Dust (Amazing Ribs)

The Classics:  Beer Can Chicken (Simply Recipes) & Barbecued Pork Ribs (Delish)

Something Different: Aussie Burgers (Martha Stewart) & Ancho Chili and Cinnamon Shrimp (Grilling Companion)

For the Veggie Lover: Grilled Eggplant Panini (Eating Well) & Corn n’ Squash Quesadillas (Taste of Home)

Tasty sides:  Bacon and Corn Stuffed Peppers (Taste of Home) & Fire Roasted Artichokes with Herb Aioli Sauce (Razzle Dazzle Recipes)

For your Sweet Tooth: Grilled Bananas Foster (Better Recipe) & Grilled Nutella and Pecan Pound Cake Sandwiches (L.A. Times)

What’s your biggest grilling secret?  Do you have the best sauce recipe around?  Share with us in the comments below.