where's the beef?


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Where's the beef?

Inf. Where is the substance?; Where is the important content? That's really clever and appealing, but where's the beef? Where's the beef? There's no substance in this proposal.

where's the beef?

1. Also, what's the beef? What is the source of a complaint, as in Where's the beef? No one was hurt in the accident. This usage employs beef in the sense of a "complaint" or "grudge," also appearing in the phrase have no beef with, meaning "have no quarrel with." [Slang; late 1800s]
2. Where is the content or substance, as in That was a very articulate speech, but where's the beef? This usage was originally the slogan for a television commercial for a hamburger chain attacking the poor quality of rival chains. (1984) The phrase was almost immediately transferred to other kinds of substance, especially in politics.

where's the beef?

used to complain that something is too insubstantial. informal
References in periodicals archive ?
As a former American presidential candidate once asked: Where's the beef?
In the words of the American political killer-question: Where's the beef?
They also have arguably the most impressive track-record in the fast-food industry, from their Wendy's Where's the Beef?