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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?

  (American informal)

something that you say when you think someone does not have enough ideas to make their plans work Where's the beef? The Senator has no new political initiatives or ideas.

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.