With the recent development of technology to classify beef for tenderness, it is now possible for packers and retailers to market brands of beef known to be consistently tender. The present experiment was conducted to determine consumer impressions of Tender Select, a model beef brand comprised of cuts from tender U.S. Select carcasses. A telephone survey was conducted in metropolitan Denver, CO, to recruit consumers (n = 1,036) for this study. Consumers who met minimal limits for household income, age, and beef consumption were invited to participate in a beef shopping and usage study in a local supermarket. Point-of-purchase material was developed that described Tender Select as "the only steak guaranteed tender and lean." When shown a copy of the Tender Select concept card, 89% of participating consumers (n = 759) indicated that they would definitely or probably buy that product. Of those consumers that said they would buy the product, 35% indicated that their purchases of Tender Select would be in addition to their current fresh meat purchases. Most consumers (54.1%) indicated that if Tender Select was available at their grocery store, 1 or 2 of their next 10 purchases of beef cuts would be Tender Select. Sixty-five percent of consumers indicated that if a grocery store carried a line of beef cuts guaranteed to be tender, they would buy all of their beef at that store. Both strip loins from 104 U.S. Select beef carcasses, representing a broad range (8.7 to 43.4 kg; CV = 42%) in slice shear force (SSF) at 14 d postmortem, were used to determine the effect of SSF classification on consumer satisfaction and the correlation among trained sensory panel descriptive attribute ratings and in-home consumer ratings of beef longissimus steaks. Both trained sensory panelists and consumers rated low-SSF steaks higher than the high-SSF steaks for all traits (P < 0.001). All consumer traits (like, tenderness, juiciness, flavor like, flavor amount, and overall satisfaction) were more highly correlated with SSF and trained sensory panel tenderness ratings than with sensory panel flavor or juiciness ratings. These data show that tenderness is the primary determinant of satisfaction among consumers of U.S. Select top loin steaks and that a segment of consumers would pay a premium to purchase guaranteed-tender U.S. Select steaks.