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Kansas City Steaks Promotes the Experience

Ask Paul Ghekas, Director of Corporate Sales at Kansas City Steaks, about why his steak products are so popular as gifts, and he has a simple answer: “The experience.” Steak gifting, he explains, “includes two experiences: Once when the steaks arrive in the specially cooled container, usually with dry ice, and the second when people enjoy their dinner together with family and friends. Steaks are very different from other gift options: They are one of the most sharable gifts often enjoyed with loved ones at home during a special occasion. This creates lasting memories and reminds people of the organization that gave them the gift and why.”
A recent IRF study found that food gifts rank among the top five gifting categories; a recent Advertising Specialty Industry study ranked them in the top two categories.
Steak gifts, Ghekas continues, are very individualized. He bases this conclusion on the fact that while Kansas City Steaks offers gift cards and certificates, most people select the specific packages they wish to send to their recipients. “Gift cards are growing, but drop-shipped gifts around holidays and birthdays remain the most popular business gift selections. There is something exciting about the gift package arriving at the home.”  
Ghekas says most of his business-to-business customers come from organizations that buy from Kansas City Steaks year after year based on their positive past experiences. He is focused on increasing sales to incentive, recognition, loyalty and promotional companies. “We were founded in 1932 as a local butcher serving consumers and restaurants until the late 1980s,” he explains. “A new generation of owners decided to start selling direct to consumers, and only in recent years has the company focused on the corporate market, so we understand it will take time to get into more incentive and gift catalogs.” 
To Ghekas, his unique selling proposition is quality. “We provide great gourmet corn-fed premium cuts from cattle in the Midwest. The beef is nicely marbled and gives people the flavor they enjoy when they receive a great steak. We age the steaks properly and fast freeze them in vacuum-sealed bags so that when people prepare them, they are enjoying the peak of flavor. This sets us apart from the steaks most people buy in their supermarkets or from most other mail-order companies.” 
Flash freezing, he explains, preserves taste. “Depending on the cut, we generally age for up to 28 days. We trim each steak properly and take it down to a temperature well below zero very fast. That locks in the flavor. We store steaks at about 10 degrees below zero. This is a lot different than putting a steak in a freezer at 26 degrees,” he points out. 
Filet mignon steaks are the most popular cut chosen by customers, Ghekas says. “That tells me that the people who are buying from us love quality and are choosing to buy premium beef because they want to make sure their recipients enjoy the best experience. Filet mignon is a tender steak, universally enjoyed; other cuts are a matter of more personal taste.” 
For personalization, Kansas City Steaks customers can request a customized message on the label that’s included with the shipment. 
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Paul Ghekas

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