TAMPA, Fla., May 27, 2015 /PRNewswire/ -- Outback
Steakhouse® launched the new "Bold at Steak" brand
campaign today, centered on the bold flavors, sights and sounds
that make Outback the steak authority. No stone was left
unturned to demonstrate Outback's steak leadership: the
multi-media, multi-platform campaign includes a series of new
commercials, in-restaurant steak training recertification for all
Outback employees, a new menu design and fresh menu innovations,
including the new Wood-Fire Grilled Flat Iron Steak, starting at
just $13.99*.
The "Bold at Steak" creative, developed by Deutsch NY,
personifies how the five senses come to life for each guest when
they step foot into an Outback restaurant. From the sounds of chefs
expertly searing signature steaks and chopping fresh vegetables and
herbs to the sight of the red flames emitting from the wood-fire
grill, it captures the energy of the dining room juxtaposed with
the attention to detail that takes place in every Outback. The ads
also feature the new tagline, "Outback Steakhouse. Done Right." and
highlight three new steak entrees - the Wood-Fire Grilled Flat Iron
Steak, the Victoria's
Filet® Mignon Portabella
and the Outback Sirloin Portabella.
"Outback invented the concept of serving quality steaks at an
affordable price in an unpretentious, relaxed atmosphere, and our
guests look to us as the steak authority," said Jeff Smith, Outback Steakhouse President. "With
the new campaign, we're not only celebrating our steak heritage,
but we're also inspiring our guests to be bold – and to never
settle –when it comes to dining. Let's face it, no one wants to eat
boring."
The TV creative made its debut on Tuesday, May 26 during primetime television and
features one 30-second and two 15-second spots. The campaign will
be fully integrated across all marketing channels, including
national television and digital advertising, national public
relations, in-restaurant point-of-sale materials and an increased
focus on social media and mobile advertising, including a dedicated
spend with Instagram – making Outback the first casual dining
restaurant to launch a campaign on the platform.
As part of the "Bold at Steak" campaign, the restaurant is
introducing new core menu innovations, as well as a new menu design
that aims to help guests select the perfect cut and preparation for
their steak. The new menu design highlights Outback's two grilling
styles and provides chef recommendations on how steak should be
prepared. Available in eight different cuts, Outback's Signature
Steaks can either be seasoned and seared with a secret blend of 17
spices on the flattop grill or wood-fire grilled for a delicious
natural flavor – of course in true Outback spirit, guests can
request their steak any way they want! In addition to the new steak
entrees, Outback is unveiling new Premium Sides, including
Steakhouse Mac & Cheese, Loaded Mashed Potatoes, Broccoli and
Cheese and Parmesan Fries that are sure to quickly become customer
favorites.
To celebrate the launch and bring to life the bold spirit of the
campaign, Outback is introducing a petition to make steak the first
official food of the U.S. and urging consumers to rally behind the
cause. While the French are synonymous with the baguette, Italians
have a claim on pasta and Belgium
has ownership over chocolate, America has yet to unveil an official
national food. While it may be one of the boldest moves yet,
the restaurant is confident that its steak loving guests will join
the movement. To show their bold love for steak, fans can sign the
petition here: http://1.usa.gov/1KyhSuO.
For more information on Outback or to find a location near you,
please visit www.outback.com, www.facebook.com/outback or follow us
on Twitter @Outback.
*Prices and product participation may vary by
location.
About Outback Steakhouse
Outback Steakhouse starts fresh every day to create the flavors
that our mates crave. Best known for grilled steaks, chicken and
seafood, Outback also offers a wide variety of crisp salads and
freshly made soups and sides. New creations and grilled classics
are made from scratch daily using only the highest quality
ingredients sourced from around the world. For more information,
please visit www.outback.com or
http://www.facebook.com/outback.
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SOURCE Outback Steakhouse