Omaha Steaks: Focus on Fulfillment

After a photographer is contracted, the creative team deliberates about whether to shoot a product in its raw or cooked state—a decision ultimately made by a customer’s association with the food itself, as tracked by real-time sales analysis.

The creative team then may choose which accessories to complement the item; for example, a steak may be paired with a potato side dish or seasoning package. But for the most part, says Simon, the catalog displays its offerings by category (steaks, chicken, fish, appetizers, desserts, etc.), much like a restaurant menu. They pay special creative attention to the catalog’s core offerings—among them: filet mignons, New York strips, sirloins and burgers.