While there’s nothing quite like the convenience of having a freezer full of ranch-raised beef, our family always enjoys receiving Omaha Steaks in the mail. We’ve been gifted Omaha Steaks products several times over the years, and it’s a fun mail day to open the frozen package knowing a great eating experience awaits.

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The 100-year old company has a solid business model that works. However, the business is seeking to disrupt the traditional meat market with a new feature that helps customers select the meat to best fit their needs.

Much like a butcher at the meat counter offers advice to shoppers, Omaha Steaks now has a similar feature that connects customers with the best cuts and appropriate preparation methods for the desired recipe they would like to prepare at home.

Launched on Oct. 10, Omaha Steak’s new “Butcher Service” features a team of butchers who are available to make recommendations through personal phone consultations with clients.

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Omaha Steaks describes the new service, “Drawing on five generations of experience, we are ‘America's Original Butcher,’ and we are at your service. Omaha Steaks team of 100+ master butchers are standing by to custom-cut your steaks, roasts, and more by hand, to meet your specific needs, just as we have for 100+ years. Contact our specially trained Steak Experts, and we'll help you determine your perfect order and get it done right.”

Through a consultation with an Omaha Steaks butcher, the Butcher Service can cut steaks to custom thickness, fulfill large custom orders for events, trim and debone any cut, carve extra-thick roasts, tie whole roasts and more. Plus, the butchers are with their customers every step of the way with recommendations for seasoning, marinating, preparation, grilling or roasting times and any other tips that may help the consumer have a great beef eating experience.

You’re probably thinking — so what? This is exactly the service that’s provided at the local meat locker or grocery store in town. However, the reality is consumers are shopping more frequently online from the comforts of their homes. And now, with the click of the button, they can have steaks or roasts — fit for corporate events, family dinners or Christmas gifts — delivered right to their doorsteps.

It seems like a natural next step for Omaha Steaks to take. After all, the better educated their customers are, the better their experience will be with their products.

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So how does this change the game for the traditional beef retail model in the future? Surely we’ll see much of the same with the local meat cutter helping the community members who shop at his retail location. Yet, I think we’ll see a lot more online interaction with consumers turning to the web to learn how to select and prepare their beef purchases.

Anybody can fry a chicken, add some sauce and make it taste good. It’s not rocket science. However, for beef there is some finesse and knowledge required in order to enjoy each cut to the fullest. More outreach and education is needed in this area to give consumers added confidence when purchasing beef. I think Omaha Steaks hits the mark with this new “Butcher Service.”

Blogging on this topic reminds me we have a pair of Omaha Steaks filets my husband won in a golf tournament this summer that are just waiting to be grilled and enjoyed. Perhaps I’ll call Omaha Steaks to visit with a butcher for their recommendations on how to best prepare this product.

To learn more about the Omaha Steaks Butcher Service, click here.

The opinions of Amanda Radke are not necessarily those of beefmagazine.com or Farm Progress.