Never known for big, thick steaks, Marriott hotels are going for beef in a big way this fall.
The lodging giant negotiated deals with suppliers for 800 of its upper-tier hotels to offer five types of beef from around the world. The pricey cuts - Kobe from Japan, USDA Prime Black Angus, Argentine, Aberdeen from Scotland and Simmental from Switzerland - challenge Marriott hotel chefs to put on their thinking caps.
Marriott uses the promotion to stimulate chef creativity, teach staffers to handle other dishes and test guest reaction to new items.
At the Renaissance Vinoy Resort in St. Petersburg executive chef John Pivar, Marriott International's executive chef of the year in 2001, figures a third of the dinners sold during the promotion that runs Sept. 15 through Nov. 3 will be beef.
"Beef is hot these days and, with the success of so many big high-end steakhouses at the Ruth's Chris level, we're seeing steakhouses set up in Marriott hotels. The beef experience at the Vinoy will let guests sample types of beef not available in our area."
The Vinoy's beef has been USDA Choice of late, not the more expensive Prime. The big draw at the Vinoy's Beef Five Times is expected to be Kobe, the extra-tender meat from cattle raised on a steady diet of beer and a daily hand massage.
A Kobe entree typically costs $50 and up. Pivar plans to serve up a six-ounce filet for about $35. The Vinoy also will offer samplers with several types of beef in rib or kabob form that have been sauteed, braised, roasted or grilled for $10 to $15. The Swiss and Aberdeen beef will probably end up in stew or soup.
Like many chefs, Pivar doesn't understand people who like steaks well done.
"My brother likes it that way. I struggle with it," he said. "But we will do whatever makes the customer happy."
