Take that, Chicken Council!

Maybe we should call it poetic justice. Turn about is fair play. Just rewards. Or the Beef Board strikes back. For a long time, I've written about how new poultry products have been overwhelming the burger business. George Watts and Bill Roenigk. the top honchos at the National Chicken Council, have been dancing in the streets – picking locations like MFC (that's McDonald's Fried Chicken) for their big bugaloo. 

The Beef Checkoff Program's partnership with Boston Market ought to be a clear call to stop the dance hall music. Responding to the program's success, the NCBA asked the interesting question, "Who would have thought a chicken restaurant had so many beef lovers?"

The chain that made rotisserie chicken a weapon that struck fear in the hearts of supermarket deli operators everywhere 10 short years ago, introduced 5-ounce and 8-ounce lean steak entrées, a BBQ Sirloin and Cheddar deli-sliced carver sandwich and a Sirloin Dip carver sandwich.

The steak entrées are a breakthrough product in the fast-casual restaurants reaching double digit growth and gave Boston Market its best new product since the first chicken hopped off the spit two decades ago. Sales are helped, of course, by aggressive couponing and a heavy schedule of TV ads funded, in part, with check off dollars.

Dominos is joining the beef brigade, too, armed with marketing dollars supplied by check off dollars. Their partners are the Beef Board and the Federation of State Beef Councils. Their Steak Fanatic Pizza is a double header for the beef industry - Angus steak -- on top of more steak.

"Domino's is committed to our customers' satisfaction, and each new pizza introduced undergoes strict testing through our disciplined new product testing process to ensure its popularity among consumers," said Ken Calwell, Domino's Pizza, chief marketing officer. "The new Steak Fanatic Pizza is the product of consumer demand. This pizza is truly 'man-fuel'.