LONDON, UK, June 18, 2026 – With the grilling season getting underway, food retailers and hospitality businesses are being encouraged to broaden their BBQ offerings. Rather than relying solely on familiar favourites such as burgers and steaks, industry experts say there is growing demand for more diverse cuts, flavours and cooking styles that can help create a more memorable outdoor dining experience.
According to Gaynor Stokes, meat adviser to the European Union’s ‘More Than Only Food & Drink’ campaign, evolving consumer tastes are opening the door for businesses to showcase a wider variety of meat products during the summer.
“BBQ season is a time when consumers are willing to experiment,” says Stokes. “It gives chefs and retailers the chance to introduce alternative cuts, different flavour profiles and culinary traditions that add excitement to mealtimes.”
Food purchasing habits are changing as consumers become more aware of what goes into their meals. Concerns around ultra-processed foods have encouraged shoppers to pay closer attention to ingredient lists, while factors such as provenance, sustainability and food safety continue to influence purchasing decisions.
“High-quality meat offers a natural source of protein and important nutrients. Summer BBQs provide the perfect setting to showcase lesser-known cuts that are both versatile and packed with flavour,” Stokes adds.
For hospitality operators, cuts such as pork steaks and chicken thighs present an opportunity to elevate BBQ menus. Global food trends continue to influence diners, and bold marinades and spice blends can turn these cuts into memorable menu items.
“European spices including Paprika Žitava PDO from Slovakia and Piment d’Espelette PDO from France are excellent additions to marinades for chicken and pork. These meats can then be prepared on skewers to create dishes inspired by Mediterranean cuisine, including Greek souvlaki.”
Outdoor cooking is also ideal for larger cuts such as pork shoulder, pork belly, lamb shank and beef brisket. These can be slow-cooked with herbs and spices before being finished on the grill to enhance flavour and presentation.
“The appeal of these cuts lies in how well they work alongside simple sides like salads, flatbreads and condiments,” says Stokes.
To support consumers preparing these cuts at home, retailers can offer recipe inspiration, cooking guidance and serving suggestions through in-store displays and digital content.
“There is also scope to highlight distinctive European BBQ products such as Chorizo Riojano PGI from Spain, Nürnberger Bratwürste PGI from Germany and Kiełbasa lisiecka PGI from Poland. These traditional products bring authentic regional flavours to summer dining occasions,” she says.
Interest in food provenance continues to grow. Across the European Union, comprehensive traceability systems help track livestock throughout the supply chain, while strict standards regulate animal welfare, hygiene, labelling, refrigeration and food safety.
Europe’s diverse farming regions and culinary heritage provide chefs and retailers with compelling stories of authenticity and origin.
Galician beef from northern Spain is one example attracting attention within the hospitality sector. Produced from cattle raised on natural pastures, it is recognised for its tenderness, marbling and rich flavour profile.
“BBQs are centred around sharing great food and discovering new tastes,” concludes Stokes. “Introducing different cuts, ingredients and traditions can help businesses create fresh and authentic experiences for consumers.”
Businesses that embrace creativity and variety this BBQ season will be well positioned to meet consumer expectations while standing out from the competition.
