Outback Leveraging Social Media In New Campaign
By Christine Kern, contributing writer
Outback Steakhouse tries to bring romance back Into Its diners’ lives (and cash into its till).
According to Outback Steakhouse’s New American Romance Study, while more than half of those surveyed found Date Night an important part of keeping the romance alive, 56 percent were unable to remember their last date night. Date nights have been canceled or postponed by half of those surveyed in the past year. This marked a “Date Night SOS” for Outback, who is coming to the rescue with their new promotion “Date Night Meal for Two,” according to a press release.
And, the survey found, two-thirds of people prefer dining out at a restaurant on date night over making dinner at home. This seemed a perfect avenue for a new solution by Outback.
The new promotion includes a Bloomin’ Onion appetizer and a Classic Cheesecake, both meant to be shared, and two of Outback’s favorite steak entrees. The offer also includes $10 off select bottles of wine.
Jeff Smith, President of Outback Steakhouse, explained in the release, “After learning that 42 percent of people canceled Date Night because they were too tired, we decided to make it as easy and tasty as possible with our special Date Night Meal for Two, available each weekend.”
The chain is also leveraging social media, by tying their promotion to the #TBT campaigns. Outback is rewarding couples for sharing their love by giving them a chance to win a free Date Night when they post #TBT photos of past Date Nights. Couples were entered into a drawing for a free $50 Outback gift card for use on a free Date night when they uploaded a “Throwback Thursday” on October 23.
Business Week pointed out that a growing trend for restaurants is to promote value to lure thrifty customers. Parent company Bloomin’ Brands , which also owns Carrabba’s Italian Grill, Bonefish Grill, and Fleming’s, has managed to win-back patrons even as other casual-dining establishments have experienced a slump in traffic over the past five years. Bloomin’ Brands has increased its market share since 2009, according to data from Bloomberg Intelligence, with an expanded lunch business helping sales and traffic outpace industry trends.
So, Outback is hoping to capitalize on this new campaign, leveraging social media and love, to win an even larger share of patrons for their dinner business.
Among the primary reasons for canceling or postponing Date Night in the past year were work (31 percent), no time (37 percent) and exhaustion (42 percent).
Outback's special Date Night Meal for Two, is available Thursday – Sunday until November 16.