Chuck Knows Beef for Retailers

The way consumers shop and interact with brands is changing. Mobile devices and smart speakers have made “going shopping” as antiquated as phone booths and CD players, because it’s now possible to shop anywhere at any time through a growing number of channels. At the same time, we know that shoppers are looking for more information about their food.

According to the 2018 Power of Meat Study, 83% of shoppers only purchase a few cuts of meat, but 42% would branch out with more cut knowledge.​ ​Shoppers often don’t have the patience to wait to talk to someone at the meat case, or don’t want to interact with a human at all, but they still want recipes and answers to questions about meat preparation and shelf life. The same study revealed the industry can drive demand, and sales, by teaming up to enhance shoppers' meat knowledge. With more knowledge, shoppers purchase a greater variety of cuts and increase store loyalty, spending and trips.1

Where are shoppers looking for this information? In 2017, the average American adult spent 5.9 hours with digital media, with the majority of that spent on their mobile device.2 Additionally, ComScore predicts more than 50% of searches will be voice-basedand Voicebot reports more than 40% of smart speaker users use them in the kitchen.4 Because of this, the Beef Checkoff has invested in developing something, or rather someone, who can educate and entertain shoppers on their favorite devices.

"Meat" Chuck

Meet Chuck Knows Beef, the only all-knowing beef expert powered by Google Artificial Intelligence. He has the know-how of a rancher, the skills of a chef … and the sense of humor of, well … a dad. Chuck Knows Beef can answer questions about everything from cuts, to cooking, to recipes. Chuck provides an easy and natural way for shoppers to select the right cut and learn the right way to cook it​. 

Chuck Knows Beef is available on Google Assistant and Amazon Alexa, but you can meet him right now on your mobile device or desktop by visiting


Alexa, ask Chuck Knows Beef what is a good meatball recipe?


Ask Chuck Knows Beef what is marbling?


Hey Google, ask Chuck Knows Beef what is sirloin?


Ask Chuck Knows Beef where's the beef?

Chuck increases shoppers’ meat knowledge, which has the potential to increase your sales.

By introducing your shoppers to Chuck, you can help increase their knowledge without increasing your training or labor costs. Market research and search analysis indicate cut information and cooking tips are the most commonly requested beef content and are key drivers of purchase intent.5

Additionally, Chuck Knows Beef is prepared to answer questions your shoppers may have about nutrition as well as production topics, such as sustainability and the use of hormones. Chuck has access to all of the expertly sourced content on to answer questions in these areas.

National Rollout

Chuck Knows Beef uses artificial intelligence to get smarter the more people interact with it. For this reason, Chuck was soft launched in the fall of 2018 to learn. Since then, more than half a million people have had interactions with Chuck. Now that Chuck is ready to meet even more people, the Beef Checkoff is investing in a national media campaign to introduce him to more of your shoppers.

The multifaceted campaign kicked off March 1st and meets savvy shoppers where they already are, using digital advertising as innovative as Chuck Knows Beef. Thanks to a strong partnership with Pandora Radio, Beef. It’s What’s For Dinner. is one of the first brands to test the ability to promote a speaker skill directly on Connected Home devices – previously ads using skill names could only be run on mobile or tablet devices.

It might surprise you, but YouTube is the second largest search engine after Google, with many consumers using it to ask questions on how to cook every day. Dynamic ads on YouTube capitalize on that behavior and position Chuck as the solution for those everyday meal prep needs in a fun way that shows his capabilities as well as his personality by serving custom videos based on the specific search term.

Additionally, the Beef Checkoff has developed a wide range of collateral, both digital and physical, for retailers to use to introduce your shoppers to Chuck Knows Beef. These include social media images and messaging, NFC-enabled cards, signage, shirts, aprons and even tongs.

Put Chuck to Work

Make Chuck a part of your meat team to enhance shopper loyalty and ultimately drive meat case sales. Fill out the contact form below and someone will reach out to schedule a time to talk about integrating Chuck Knows Beef into your store, website or app.

  1. The Power of Meat: An In-Depth Look at Meat and Poultry Through the Shoppers’ Eyes 2018, Food Marketing Institute, Foundation for Meat & Poultry Research & Education
  2. Kleiner Perkins Internet Trends Report, 2018
  4. Voicebot Smart Speaker Consumer Adoption Report, January 2018
  5. Ypulse, Beef E-Commerce Millennial Perceptions Nov-Dec 2016​​