Online meat retailer The Premium Butcher has reported a surge in orders from consumers as a result of COVID 19.
The level of online orders trebled between March and April as the business pivoted from its traditional focus on restaurants and catering clients, into selling restaurant quality steaks directly to consumers. The website is a division of Dawn Meats.
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 24th 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.
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 very popular. Other high demand items in April included t-bone steaks, tomahawks and traditional BBQ favourites like burgers and sausages.
Niall Browne, CEO of Dawn Meats, said: “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. 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. The quality and range on offer brings restaurant level produce to the home kitchen and we’re looking forward to expanding the range, including our exclusive dry aged vintage reserve beef over the coming weeks.”
Neil Lanigan, Head of Sales for The Premium Butcher, added: “We’re working with our delivery partners DPD to ensure that deliveries are both reliable and safe. Our next-day nationwide delivery has proven very popular and with large cuts of meat available as well as specially created variety packs, it allows families to plan meals in advance. All our produce is vacuum packed for delivery, both for safety in transit but also to lock in flavour and allow for easy storage.”
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, 4 ribeye steaks, 4 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.