Logit models are developed to measure the effect of socioeconomic and demographic factors on the probability of consuming beef in the United States. The analyses are done in both the away from home and at home markets using the 1987-88 National Food Consumption Survey of the U.S. Department of Agriculture. Factors that significantly affect the likelihood of eating beef include: race, seasonality, urbanization, ethnicity, household size, sex, age, and income.