Outback Steakhouse launches the new “Bold at Steak” brand campaign today, centered on promoting the brand as the steak authority. 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.
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 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 an Outback dining room. The ads also feature the new tagline, “Outback Steakhouse. Done Right.” and highlight three new steak entrées: 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,” says 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 causal 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. In true Outback spirit, guests can request their steak any way they want. In addition to the new steak entrées, 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.