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Omaha Steaks
Omaha Steaks manufactures, markets and distributes a wide variety of premium
steaks, red meats and other gourmet foods. These products are custom cut
and packaged to serve the needs of our various markets. We are a family business
and have been since our founding in 1917.
Headquartered in Omaha, Nebraska, our state-of-the-art business facilities
include two manufacturing plants, a distribution center, and a freezer warehouse.
In 1999, our new corporate and marketing offices opened, adjacent to our
expanded telemarketing facility.
Markets nationwide and overseas include foodservice, mail order, incentive,
telesales, retail stores, licensed restaurants sales to specialty and food
stores, and in 1990, interactive sales. Omahasteaks.com was founded as a separate
company to provide more comprehensive service and an incredible shopping
experience for our customers. The brand, Omaha Steaks, has been promoted
and advertised for 35 years and is positioned as the ultimate in superb service
and quality.
Now more than 1,800 dedicated employees share in the success of the company
and work diligently to assure customer satisfaction. Striving to be a premier
employer, Omaha Steaks has won public recognition and awards for its benefits
package and family-friendly policies, both locally and nationwide.
All steaks are vacuum-sealed in our barrier film and flash-frozen providing
maximum shelf life and product utility. This process preserves peak
quality, flavor and freshness. Our product is packed in heavy grade cardboard
boxes and clearly labeled for product type, grade, quantity, size and
weight. Case cube: .41 cubic ft.
Guarantee
Here at omahasteaks.com, we stand behind
our products...
If you are not absolutely thrilled with your purchase from us for
any reason at all - we'll replace your purchase or refund your money, whichever
you prefer.
When you order from omahasteaks.com, your satisfaction is always unconditionally
guaranteed... so you can order with complete confidence. If at any time you
have problems with an order, simply contact Customer Service.
Omaha steaks offers the following
Beef:
Filet Mignons
Our Filet Mignons come from the heart of the beef tenderloin.
This elegant cut is guaranteed to impress with its exceptional taste and
texture. We start with premium, grain-fed beef that is naturally aged to
give that distinct flavor, tenderness and quality you've come to expect.
Some call them New York Strips, others call them Kansas City
Strips. But whatever you call them, our Boneless Strips are a definite favorite
of our customers. In fact they’re often referred to as the “ultimate cookout
steak”.
Carved from the center of our premium Prime
Rib Roast, these magnificent steaks will amaze you. They have just the right
amount of marbling to give you a juicy, flavorful steak that’s second to
none. You’ll get just the right amount of tenderness combined with the mellow
flavor of Prime Rib.
Filet of Prime Rib, Bone-In Filet of Prime Rib, Blackened Ribeyes, Prime
Rib Slices, Prime Rib Roast, Filet Mignon & Rib Eye Combos
Top Sirloin Steaks
Carved from the center of the sirloin,
our Top Sirloins are naturally lean and bursting with bold, beefy flavor.
And because of the way our master steakcutters craft these steaks, they’re
more tender than ever before! Boasted as one of the most flavorful steaks,
our Top Sirloin Steaks are great for grilling.
Top Sirloin Steaks, Bacon-Wrapped Filet of Top Sirloin, Private Reserve®
Top Sirloin Steaks, Whiskey Marinated Top Sirloins, Flat Iron Steaks, London
Broil, Sirloin Supremes, Sirloin Tips, Filet Mignon & Top Sirloin Combos
T-Bone & Porterhouse
The Omaha Steaks T-Bone is like two steaks
in one. One side is a bone-in Strip Sirloin. The other side is a tasty portion
of Filet Mignon. The Porterhouse, “The King of the T-Bones”, boasts a plentiful
portion of tenderloin. It’s like having an entire Filet Mignon and Strip
Sirloin on your plate!
On occasion we discover a small supply
of beef that is absolutely perfect in flavor, color and texture - beef that’s
fine enough to become Omaha Private Reserve ®. The quality is second
to none. That’s why Omaha Steaks Private Reserve are guaranteed to be the
best steaks of your life!
Private Reserve® Filet Mignons, Private Reserve® Boneless Strip Steaks,
Private Reserve® Top Sirloin Steaks, Private Reserve® Steak Combinations,
The Private Reserve Suite
Specialty Steaks
Sink your teeth into one of our famous specialty steaks! From
the hearty flavor of the London Broil to the mouthwatering Omaha Steaks Sandwich,
you'll find a delicious selection of steaks to suit any taste and appetite!
Bacon-Wrapped Filet Mignons, Bacon-Wrapped Filet of Top Sirloin, Whiskey
Marinated Top Sirloins, Flat Iron Steaks, Precooked Sirloin Sandwich Steak,
London Broil, Sirloin Supremes, Prime Rib Slices, Blackened Ribeyes,
Traditional Beef Entrees
When you want a hearty, wholesome dinner...you want an Omaha
Steaks traditional beef entree. From homestyle meatloaf to hearty beef stew,
you'll find something to please everyone.
What's better than Omaha Steaks? A combo pack filled with
all of your favorite Omaha Steaks. So let Omaha Steaks fill your freezer
with bold, beefy, tender and delicious Omaha Steaks.
You'll love our famous Gourmet Burgers. Or try our hearty
Gourmet Steak Burgers. And for that real homemade taste, our Omaha Steaks
Burgers are out of this world. Whichever one you choose, you'll enjoy the
honest-to-goodness flavor of premium, Midwestern beef in every tantalizing
bite!
Looking for the taste of home cooking without all the work?
Omaha Steaks Beef Roasts are tender, juicy and best of all, easy to fix.
Impress your family with one tonight.
Fully Cooked Pot Roast, Chateaubriand, Prime Rib Roast
Seafood Selections
Our seafood is a fantastic
catch! You’ll find an unbeatable selection of ocean-fresh seafood at omahasteaks.com.
Try our meaty “steaks from the sea”, tender fillets and a variety of sumptuous
seafood favorites.
For a delicious taste of the sea try one
of our popular Seafood Fillets. Our seafood fillets are flash-frozen right
after being caught, so you’ll enjoy ocean-fresh flavor every time!
Treat yourself to an amazing selection
of sumptuous shrimp dishes from Omaha Steaks. From superb appetizers to tantalizing
entrees, you'll find a smorgasbord of seafood fare that is unequaled.
For an unforgettable seafood dining experience,
we've got a choice selection of crab entrees and appetizers to choose from.
Indulge in our luscious King Crab Legs... try the tasty Seafood Stuffed Mushrooms...
entertain with our elegant Champagne Crab Cakes. Any of these superb seafood
delicacies are sure to please the seafood lover.
Our Gourmet Seafood Entrees are a real
delicacy...and they're ready in no time. Choose from a host of seafood sensations
like our popular Stuffed Sole Fillets, Battered Cod, Sole Almondine and Lobster
Ravioli. Pick your favorites, dive in and enjoy!
Stuffed Sole, Battered Cod Portions, Sole Almondine, Maine Lobster Ravioli
Seafood Steaks
You'll fall hook, line and sinker for our
tempting "Steaks from the Sea". Thick and firm enough for grilling, you'll
love the ocean-fresh flavor and flaky texture of our seafood steaks. From
our lean and delicate Halibut Steaks to our flavorful Salmon Steaks, you're
sure to find the perfect catch!
Simply elegant and positively luscious!
Our succulent lobster tails are perfect to serve at any special occasion,
or give them as a truly tasteful gift. These treasures from the sea are guaranteed
to impress!
The perfect marriage of land and sea...that’s
exactly what you’ll find with our gourmet Surf and Turf combinations. We feature
premium quality Omaha Steaks and ocean-fresh seafood for a dining experience
that’s unmatched. So get the best of both worlds with one of our Surf and
Turf Combinations.
Steak & Crab Combinations, Steak and Lobster Combinations, Steak, Shrimp
& More
Veal, Pork & Lamb
You'll love our fabulous selection
of veal, pork and lamb entrees. You're sure to find something for everyone.
So enjoy a delicious change of taste with Omaha Steaks veal, pork and lamb!
Veal
Nothing matches the subtle flavor and extraordinary
tenderness of veal. And veal from Omaha Steaks is 100% guaranteed to impress...try
some today!
Italian Breaded Veal Patties
Pork
For a perfect meal anytime, try one of
our premium pork entrees. Whether you’re in the mood for something elegant
like our Pork Tenderloin, or something to sink your teeth into like our thick,
meaty Boneless Pork Chops, you’re sure to find something to satisfy your
hunger for pork!
There's just something elegant about lamb
and Omaha Steaks carries a wonderful variety for you to choose from. You'll
love the mild, delicate flavor and it's so easy to prepare. Try our thick,
meaty Lamb Chops . . . impress your guests with the Boneless Leg of Lamb
. . . or serve up our succulent Rack of Lamb. Any way you slice it, you're
in for a real treat!
Loin Lamb Chops, Boneless Leg of Lamb, Rack of Lamb
Poultry Selections
Reclaim your evenings! Make
dinner delicious and easy to prepare with our premium poultry entrees. You'll
find a delicious selection of Chicken Breasts and Stuffed Chicken Breasts.
Plus, you can entertain easily with our popular poultry favorites and traditional
Turkey Entrees.
Chicken Breasts, Stuffed Chicken Breasts, Popular Poultry Favorites, Turkey
Entrees
Chicken Breasts
Eating light has never been so delicious!
Omaha Steaks Chicken Breasts are hand-picked for freshness and flavor. For
a light, quick and easy meal try one of these tantalizing selections!
Boneless Chicken Breasts, Marinated Italian Chicken, Chicken Kabobs
Stuffed Chicken Breasts
Impressive meals are easy to fix with gourmet
stuffed chicken breasts. You'll find classic favorites like Chicken Cordon
Bleu and tasty new combinations like our Chicken Crème Apple Brie
Stuffed Chicken Breasts. Not only are they delicious, but they're ready in
just minutes!
Chicken Breast Samplers, Chicken Breast Artichoke Parmesan, Chicken with
Wild Rice, Chicken Cordon Bleu, Chicken with Broccoli & Cheese, Chicken
Kiev, Chicken Crème Apple Brie
Popular Poultry Favorites
Make a real impression at your next dinner
with one of these popular poultry favorites from Omaha Steaks! From our Cornish
Game Hens to our family-favorite Chicken Fingers, there's something for everyone.
Plus they're easy to fix and absolutely delicious.
Italian Chicken Fingers, Duckling Breast with Orange Sauce, Fully Cooked
Duckling Breast, Chicken in Pastry, Chicken Roulade, Stuffed Cornish Game
Hens, Chick-n-Bacon-Cheddar Appetizers, Chicken Kabobs
Turkey Entrees
A holiday tradition and a favorite anytime!
Whether you like it hickory smoked or basted, our premium turkey makes an
ideal main course for any special meal. Choose from generously sized whole
turkeys or moist, plump turkey breasts. Serve one at your next family gathering!
Your party is guaranteed to be a hit with
our incredible selection of tasty appetizers. Wow your guests with our gorgeous
Snow Crab Cocktail Claws. Serve up an eclectic assortment with our Mini Quiches,
Seafood Stuffed Mushrooms and Chick-n-Bacon-Cheddars. Or grace your buffet
table with the traditional favorites like our Jumbo Cooked and Peeled Shrimp
and Italian-Style Meatballs. These festive and delicious finger foods are
sure to keep them coming back for more. So order plenty, you wouldn't want
to run out!
If you enjoy cooking and grilling, we have
some "must-have" cookbooks for you to choose from. You'll find an exciting
array of recipes from some of the world's most famous chefs, as well as helpful
preparation and cooking tips.
The Meat Cookbook, The Steaklover's Companion® Cookbook, Beef for All
Seasons Cookbook
History
It began with two men, father
and son, who left Riga, Latvia in 1898 to escape religious persecution. J.
J. Simon and his son, B.A., boarded a ship heading for the United States
and a new life. After passing through Ellis Island, they got on a train going
west and got off when the land looked like Riga farm country. It was Omaha,
Nebraska, their new home.
They began working in the only business they knew - the meat business. After
employment in several markets in Omaha, they founded their own company in
1917. B.A. bought a building in downtown Omaha called, "Table Supply Company."
He moved a cooler and a freezer into the building and on the front sign he
moved the "CO" of company over to the right and inserted the word "Meat."
Hence, the first name of the company, "Table Supply Meat Company."
From the very beginning, they were dedicated to processing and selling tender,
flavorful, grain-fed, Midwestern beef to restaurants and grocers in the Omaha
area. As the business grew, the company engaged in a small, but efficient,
cattle-breaking operation. Here a small crew cut full cattle carcasses into
uniform, primal and fabricated cuts for local supermarkets and national chain
grocery stores, as well as discerning hotel, restaurant and institutional
customers.
During our explosive growth of the
1980s and 90s, the company expanded all of its facilities, including production,
administration and marketing. In 1993, we completed a 60,000 square foot
building at 10909 John Galt Boulevard in Omaha to house the marketing, human
resources, information technology departments and our call center. In 1999,
just west of the John Galt building, we completed another building of the
same size. We relocated our corporate and executive offices, administration,
and marketing to the new building at 11030 "O" Street. This allowed us to
greatly increase the size of the call center at the John Galt building.
Today Omaha Steaks continues the tradition of excellence that was started
by the company's founders. The fourth generation, Lester’s sons, are still
active in the business: Alan, Fred, and Stephen Simon. Two fifth-generation
family members now play major roles in managing the company: Bruce Simon
and Todd Simon. The five Simons and David Hershiser compose the Board of
Directors.
As the company looks into the future, our commitments to product excellence,
innovation, superb service, and quality employees, remain. Plans for growth
will continue in all the companies' businesses as they continue to seek marketing
and partnership opportunities. This is our business today. There is no end
in sight.
If you've wondered "Where's the beef?" and didn't find it at Wendy's or in
presidential politics, Fred Simon, C'59, has the real answer. He'll tell
you to call Omaha Steaks where Simon is the EVP of a family-owned and -run
business that has sold gourmet meat and other food by mail for 80 years.
For the Simons, Penn and Omaha Steaks are both family
affairs. Of the five Simons in senior management positions, four of them
are Penn graduates. Alan Simon, W'56, is the Chair and CEO and his son, Bruce,
W'80, is the President and COO. Fred's son, Todd Simon, W'86, is VP and GM
of Consumer Direct. Stephen Simon, Alan's and Fred's brother, is VP and GM
for FoodService. And there are the Penn Simons who aren't in the business:
Alan's wife, Anne, CW'58, their daughter, Janice, C'82, Stephen's daughter,
Leslie, C'88, and Fred's daughter, Joanna, C'88. The latest addition to this
select group is Fred's nephew and Stephen's son, Dan, C'94.
The business was born after great grandfather J.J.
and grandfather B.A. (their initials were used because their Yiddish names
were difficult to pronounce) emigrated to this country from Riga, Latvia.
Simon family legend tells the tale of the two traveling west on the train
until the landscape began to resemble Riga and then getting off. The town
was Omaha and the family has been there ever since.
The company was founded in 1917 as the Table Supply
Meat Company. Fred offered the following explanation for the strangely worded
name: "The first store my grandfather bought in downtown Omaha was a carpentry
shop that made tables and chairs. It was called, quite aptly, the Table Supply
Company. When grandfather took over the business, he made minimal changes:
he moved a meat cooler into the building and reworked the sign. He bumped
the word 'Company' to the right on the sign and inserted the word 'Meat.'
Thus the company became the Table Supply Meat Company. Nobody ever got the
name right, and I had great difficulty when I first came into the business
getting people to understand the nature of my company."
In truth, back then the name made a bit more sense
because the company's business was supplying restaurants and institutions
with food, primarily high quality meat. The direct mail division was born
in 1952 in response to requests from loyal patrons who wanted to send the
high quality beef they had enjoyed to friends around the country. In 1966,
the company adopted the name Omaha Steaks, a move that coincided with the
opening of a new plant in west Omaha.
At first the Simons shipped exclusively by rail with
the meat packed in dry ice-filled, wax-lined boxes. With the development
of direct parcel shipping, Styrofoam, and vacuum packing in the 1960s, the
direct mail division went into high gear. Growth for the company has been
steady, even through the anti-beef backlash in the 1980s, and today the company
describes itself as "the nation's largest direct-response marketer of steaks
and other frozen gourmet foods."
Currently the company sells through two divisions:
Consumer Direct, which handles catalogs, direct mail, Internet, incentives,
business-to-business, gifts, and retail stores; and Food Service, which handles
sales to hotels, restaurants, and institutions. In June of 1997, Omaha Steaks
received the Catalog of the Year Award from Catalog Age, acknowledging the
catalog's excellence and the company's "five-year pattern of sales growth,
exceptional customer service, and active participation in the catalog community."
As the company celebrates it's 80th year in business,
we asked Fred Simon how his family escaped the squabbles and turmoil that
plague so many family businesses. "My father had the wisdom to put in place
a setup that keeps everything running smoothly. This business is owned solely
by the family members who work here," he adds, "so the five of us in the
business are the owners. As a result, everybody is working toward the betterment
of the business. Of course, we have our disagreements, lots of them, but
we always make our decisions based on what is best for Omaha Steaks. Naturally,"
Fred explains with a chuckle, "I always think my ideas are the best, but
sometimes my brothers, my son, or my nephew disagree with me on that. But
we always come around to a consensus on major decisions."
What is even more extraordinary than a family that always comes to a consensus
is the Simons' attitude about customer service. Their business meetings begin
with a ritual question: "Who's at the top of the organizational chart?" "The
customer" is the answer that always comes back. Omaha Steaks' customer service
employees all receive extensive training and are empowered by the Simons
to do what is best for the customer. "If a customer calls in and is mad about
something--maybe something didn't arrive on time or didn't live up to its
description in our catalog -- and wants to talk to me," Simon explains, "they
talk to me. Our employees are told 'not to try to protect Mr. Simon from
the customers because he wants to know if something isn't right.' For example,
several years ago I received a call from a man who complained that his refund
check was taking too long. I went down to the customer service department
and asked about the process. What I found were some steps that seemed silly
and redundant, so I talked to our comptroller and he redesigned the system.
Now it only takes 48 hours to issue a check, the same amount of time it takes
us to replace an order."
This attitude, high quality products, and an unconditional
guarantee have produced more than 1.2 million active customers for Omaha
Steaks. When the company started advertising in The New Yorker 30
years ago, there was no competition. Today, there are over 70 companies that
sell food through the mail. Has this increase hurt Omaha Steaks? "Well, there's
good news and bad news," Simon explains. "The bad news is that there's increased
competition. The good news is that the competition has heightened awareness
and produced more customers who are willing to buy food through the mail."
In the 1960s, the Simons began expanding their product
line so that today's customer can order an entire dinner from appetizer to
dessert from Omaha Steaks. And, the Simons are always looking for something
really delectable for their customers. Every potential new product goes through
a battery of tests, both in the final cooked stage and in the frozen or vacuum-packed
stage. "Other details we consider," Simon adds, "are how well will it photograph
and how the product lends itself to descriptive prose. Some products are
just hard to enthuse about," he admits, "and they're not going to sell if
we can't romance them a bit in our literature." This "romancing" is used
most artfully in The Steak Lover's Companion, a cookbook Simon developed
with co-author, Mark Kiffen. Going well beyond steak, the book offers a full
range of wonderful beef recipes from steak soup to carpaccio, and from classics
such as Steak Diane to the contemporary offerings of Mark Miller and Susanna
Foo. Simon adapted many of the classics from recipes developed by James Beard,
who was a consultant for the company for many years. In addition, each beef
recipe has a complement of side dishes to create an entire meal.
As EVP for Sales and Marketing, Fred is the Simon
who puts the romance into the T-bones and the Mignon into the Filet. His
education in the College prepared him well for this niche, although he never
gave it a thought when he was on campus. "At that point in my life I wasn't
thinking about the practicality of my education, I was thinking about the
love of learning, and I found philosophy fascinating so I majored in it.
I am very sensitive to the meaning of words and the power of music, and that's
why I went with a liberal arts education. I still believe that a liberal
arts education is important and a good background for anything you do. And,
of course," he adds with a chuckle, "I definitely didn't want to go into
the family business, so I didn't need to train for it."
A decision to get married right after college and
the need to support a wife changed Simon's mind about the family business.
But, instead of rebelling or hating it, Simon found the perfect application
for his writing and creative talents by taking over the advertising and marketing
segment of the business. And the numbers tell the story of how well he succeeded:
in 1959, when he joined the company, Fred Simon was the 20th employee. Today
the employee roster totals 1200. In addition, Omaha Steaks has 33 retail
stores with six more in the works. In 1996, the first Omaha SteakHouse®,
opened in Phoenix, Arizona. The restaurant, after one year of operation,
won the 1997 Beef Backer Restaurant of the Year award from the Arizona Beef
Council and Cattleman's Association.
What's in store for the future? Fred Simon says that they are working on
several new initiatives but doesn't want to talk about them until they're
a reality. Alan Simon, in the company's promotional literature, says that
"Omaha Steaks intends to 'dominate our market' with its complete commitment
to excellence in both its products and service. Of course, Omaha Steaks has
a website where potential customers can learn about the company and order
products. If you order by e-mail, the company will send you an e-mail message
when your order is being shipped. Technology notwithstanding, the Simon family's
long-standing unconditional guarantee of quality and service will continue
to guide Omaha Steaks into the future. "Big egos are not part of this operation,"
reiterates Simon. "It's cooperation and making the best decision for our
customers and the company that are the driving forces behind any and all
decisions at Omaha Steaks."
You might not think of a beef retailer as a hotbed
of advanced technological thought. But Nebraska-based Omaha Steaks can lay
claim to being at the forefront of a number of trends in both marketing and
technology. As the Table Supply Meat Company, they began shipping their corn-fed
beef to the nation’s restaurants by train in 1917. When freezer technology
reached the required level of development following World War Two, the company—now
Omaha Steaks International—switched from the rails to the mails and started
marketing its products directly to home consumers.
The founding Simon family was also quick to see the
potential in this Internet gizmo that began to coalesce in the late ‘80s
and early ‘90s. They placed their first Internet ad on the old CompuServ
network in 1991—so long ago that the ad was entirely text-based. “In those
days, you had to wait two hours for a picture to download,” says Jim Paschal,
Omaha Steaks’ director of online marketing. “The younger members of the Simon
family”—including company president Bruce Simon, senior vice president Todd
Simon and other family members on the executive team of the privately held
company—“really caught on early that the Internet was going to grow and online
shopping would become the wave of the future. So they felt investing the
time and effort to give it a shot would pay great dividends.”
Great indeed, especially recently. Sales at OmahaSteaks.com
grew to $85 million in 2004, a 23% increase over the previous year. And both
Paschal and online marketing manager Mike Robinson give much of the credit
for that bump to the company’s early embrace of yet another emerging technology:
search engine marketing.
The company’s early search efforts two years ago were
fairly haphazard. “We were just throwing keywords out there without really
measuring or understanding them,” says Richardson, a 15-year veteran with
Omaha Steaks who holds the primary responsibility for in-house management
of the company’s SEM program. But those efforts have grown a lot more focused
over the last six months to a year. “We began to take an aggressive approach
to SEM, doing some testing of creative and offers, performing targeting a
bit better, and then integrating search engine marketing with a lot of the
e-mail campaigning we do to our customers,” he says.
One key element was testing the offers that ran in
the paid-search ads to determine which produced better click-throughs and
conversions. This meant doing A/B testing on price offers versus “12 burgers
free” add-on deals. Robinson says the company was looking at click-throughs
from these ads, but more basically at sales conversions. “When you’re bidding
on terms like ‘beef’ that are going to cost you $2 to $3 a bid, you want
to see those conversions to keep your ROI intact.” Sales conversions at OmahaSteaks.com
now run about 2.75%, on an average of 850,000 monthly visits.
The company has also increased the number of search
engines on which its ads are placed, from 30 or 40 pay-per-click engines
a few years ago to 164 this year. That alone will help contribute to an expected
50% increase in its SEM budget this year. Omaha Steaks will also bring in
search optimizer iCrossing to make sure their Web pages get crawled in the
most effective way.
The company has also gotten good results from extensive
partnerships with online marketers such as MSN Shopping, Yahoo Shopping,
Amazon and AOL. In fact, they were the seventh merchant to sign a shopping
deal with America Online back in 1995. “Back in those days, we actually sold
more through AOL than we did through our own Web site,” says Paschal. Omaha
also has relationships with comparison shopping engines Shopping.com, PriceGrabber
and Froogle, to which they feed product information directly.
Paschal, formerly marketing director for Omaha Steaks’
mail-order business, says the company’s direct marketing roots have given
them an edge in developing the online marketing channel. “When we evolved
into online sales, we took the fundamentals that we had learned in the mail-order
business and transferred them to the Internet,” he says. “I think all direct
marketers who were used to analyzing, testing and tracking offers long before
the Internet have had a much easier time and a much smaller learning curve
in getting onto the Web than folks who were coming from retail or other categories.”
At the moment, online is still a secondary channel
through which the company sells its 300 to 350 products ranging from beef
and seafood to sauces, cookbooks and pet treats. Direct mail still produces
most of the revenue; Omaha Steaks also has 69 retail stores in 15 states,
and is looking to increase that number.
Like many online sellers, Omaha Steaks separated its
Internet marketing group from the marketing team serving the rest of the
company. But it was a brief split, and the online and offline marketing efforts
have been run out of a unified department for the last two and a half years.
The company’s best customers typically order from more than one channel,
says Paschal, and so it’s important that marketers integrate all the company’s
channels smoothly. “We found that the sum is greater than the individual
parts,” he says. “Online marketing and SEM can have important synergies with
our catalog and retail campaigns.”
Affiliate marketing is another way Omaha Steaks has
chosen to leverage its Web presence, and this too has an impact on search—mostly
in terms of policing their efforts. “We have a handful of affiliates who
are very effective at search engine marketing,” Robinson says. “But we limit
the keywords they bid on and work with them to make sure that their offers
complement rather than conflict with the ones from Omaha Steaks.” Affiliates
are also not permitted to bid on the company’s trademark terms.
Robinson also says that the company’s affiliate marketing
campaigns should not be too badly hit by recent policy changes in how Google’s
AdWords program treats affiliates’ ads. Those changes, announced in January,
are intended to ensure that users don’t see a column of duplicate ads from
affiliates all pointing toward a merchant’s primary Web site. Some affiliates
have objected because sending click-throughs to the merchant site is the
surest way to win conversions. The change has made the affiliate marketing
environment a bit more complex. Paschal and Robinson say the company is now
meeting with its affiliates to discuss strategies but doesn’t expect any
long-term impact on online marketing.
“It will be a bump in the road,” Paschal says. “But
not a roadblock.”
Omaha Steaks: Let's Grill
By John Harrisson with Frederick J. Simon
The ideal summer night is a barbecue with friends, family, and, of course,
great food. Omaha Steaks: Let's Grill by John Harrisson with Frederick
J. Simon is the ultimate handbook for preparing that perfect barbecue year-round.
From turning on your grill to serving the meal, Omaha Steaks: Let's Grill
not only guides you safely through the flames, but on to a fabulous meal.
More than a wonderful collection of mouthwatering
recipes, Omaha Steaks: Let's Grill is an invaluable introduction to
everything you need to know about setting up and firing up. Among the more
than 60 fabulous recipes for grilling beef, seafood, chicken, pork, lamb,
and vegetables are improvements on tried-and-true standards like Mesquite-Grilled
Porterhouse Steaks and The Nouveau Grilled Cheese Sandwich. Innovative
recipes such as Kashmiri Curried Chicken Wings with Minted Yogurt-Cucumber
Dip and Orangey-Garlic Sea Scallops with Zesty Black Bean Sauce
are also included. All dishes are accompanied by simple instructions for
an action-packed marinade, salsa, rub, relish, side, or even ice cream. With
dishes like the Grilled Portobello Mushroom Sherry Soup and Figs
from the Grill with Ginger Ice Cream,Omaha Steaks: Let's Grill
moves beyond meat and blazes into the uncharted territory of grilled soups
and desserts.
This handy cookbook is exactly what you'll want next
to your tongs and grill. In addition to the fantastic recipes is advice for
selecting, preparing, storing, and using the easily accessible ingredients.
Omaha Steaks: Let's Grill also explains the nuts-and-bolts
of your grill, such as choosing the right equipment and location and safety
features. Harrisson and Simon also include instructions on how to create
the different types of flames, and which meats and dishes cook best over
each one.
In a conveniently sized package crammed with tasty
recipes and luscious color photos, Omaha Steaks: Let's Grill is the
ultimate grilling companion and will have you playing with fire year-round.
Harrisson and Simon invite you to "Grab your tongs and fire up the grill!"
About the Authors
John Harrisson has co-authored more than 20 cookbooks.
He has published two other Omaha Steaks books, The Steaklover's Companion
and Beef for All Seasons. He lives in Hawaii.
Frederick J. Simon is an owner of Omaha Steaks International
as well as the co-author of The Steaklover's Companion and Beef
for All Seasons. He lives in Omaha.
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