Smith & Wollensky is encouraging operators to support National Steak Day during British Beef Week in April.
The aim is to create an alliance of UK steak restaurants to support the campaign to reduce the consumption of red meat and encourage consumers to concentrate on quality steak.
Taking place on 25 April, the day is the brainchild of Smith & Wollensky operations director Nathan Evans. He is encouraging other operators to offer a steak on their menu at a 25% discount on the day who will then be featured on the National Steak Day website.
Evans said: "We want to celebrate quality meat and quality steak. We appreciate that both environmentally and for health reasons we need to be eating less red meat but the message we want to communicate is that if you are going to be eating meat you should be consuming the best of the best. We created this day to showcase the quality and excellence in our industry to rally together to support steak businesses."
The website supporting the day will launch this week and feature menus and news from participants along with content that celebrates steak.
Evans added: "With the likes of World Porridge Day and National Doughnut Week in existence, it seems strange that we do not currently have a National Steak Day."Get The Caterer every week on your smartphone, tablet, or even in good old-fashioned hard copy (or all three!).