LONDON, UK, June 18, 2026 – Retailers and hospitality operators are being encouraged to rethink their approach to summer grilling by introducing a broader selection of meats and flavours. Industry experts believe moving beyond conventional BBQ staples could help businesses appeal to consumers looking for new and authentic dining experiences.
According to Gaynor Stokes, meat adviser to the European Union’s ‘More Than Only Food & Drink’ campaign, summer provides the perfect backdrop for culinary experimentation.
“BBQ season naturally encourages people to try different foods,” says Stokes. “It creates opportunities for chefs and retailers to highlight unique cuts, flavours and culinary traditions.”
Consumer priorities are shifting, with growing interest in food quality and transparency. Alongside concerns about ultra-processed foods, shoppers increasingly want information about how and where products are produced.
“Natural, high-quality meat remains a valuable source of protein and nutrients. BBQs are an excellent way to showcase cuts that may be less familiar but offer exceptional flavour and versatility,” she says.
For foodservice businesses, cuts such as pork steaks and chicken thighs can provide menu differentiation. Combined with globally inspired seasoning blends and marinades, they can deliver appealing alternatives to traditional BBQ fare.
“European spices including Paprika Žitava PDO and Piment d’Espelette PDO are particularly effective for enhancing chicken and pork dishes. They can be used to create Mediterranean-style recipes such as souvlaki.”
Larger cuts including beef brisket, lamb shank, pork shoulder and pork belly are equally well suited to outdoor cooking. Slow preparation methods followed by grilling can help achieve rich flavour and tenderness.
“Their versatility makes them easy to serve alongside salads, flatbreads and a range of condiments,” says Stokes.
Retailers can further support consumers by sharing preparation tips, recipe inspiration and serving ideas through both in-store and online channels.
“There is also an opportunity to introduce regional European specialities including Chorizo Riojano PGI from Spain, Nürnberger Bratwürste PGI from Germany and Kiełbasa lisiecka PGI from Poland. These products offer consumers something different while celebrating authentic food traditions.”
Interest in provenance remains strong, with many consumers seeking reassurance around production standards. Across the EU, robust regulations support traceability, food safety, hygiene and animal welfare.
Europe’s varied agricultural regions and culinary heritage continue to provide valuable stories of authenticity for retailers and chefs.
Galician beef is one example attracting growing interest. Produced in northern Spain, it is recognised for its tenderness, marbling and rich flavour characteristics.
“BBQs bring people together through flavour and shared experiences,” concludes Stokes. “Introducing new cuts and ingredients can help create something genuinely distinctive.”
Those willing to innovate and diversify their BBQ offerings this summer may be best placed to meet the expectations of today’s consumers while standing out in a competitive marketplace.
