Where's the Beef? is the very first goal in ChefVille, given by Ginger after the player earns their first Mastery Star.

Part 1

"Hey, I'm Ginger! I'm here to broaden your culinary horizons! Expand your space to access new ingredient sources!"
"Everything is better with cheese, isn't it? I think so! Let's expand to the Mom 'n Pop Shop and find some new cooking ingredients there!"

"Fabulous! Remember, expanding means new ingredient sources, which means new recipes for you!"