When you hear Lawry’s, you think prime rib. It’s a restaurant whose name and reputation is quite literally defined by its signature beef dish: one with plenty of history, legend and tradition.

As the saying goes, if it ain’t broke, don’t fix it. But it’s just as true that restaurants and chefs must ensure they’re meeting their customers’ needs, remaining relevant within the industry and exploring new trends and techniques.

To that end, leaders with the Lawry’s Prime Rib Group recently spent time at the Certified Angus Beef Culinary Center for a day of hands-on ideation, exploration and taste-testing exceptional beef beyond the classic prime rib.

During their visit, the Lawry’s guests explored butchery and cutting-edge beef cuts with the brand’s meat scientists, then turned their focus to the kitchen to test real-life applications and menu ideas. The group broke into teams for a head-to-head cooking competition, “Artistry in Action,” where each team would prepare a different beef cut not already on Lawry’s menus.

Dishes featured coulotte (top cap of sirloin), Denver chuck flap, spinalis (the outer cap of the ribeye), and tenderloin filet – each prepared in ways that best showcased each cut’s unique characteristics, and with a variety of accompaniments.