Outback Steakhouse says its steaks are now better than ever.
The steakhouse chain on Thursday launched “Best Steaks Ever,” a selection of steaks that Outback says are juicier and more flavorful than before.
The lineup includes two new cuts — the Down Under Delmonico Ribeye and a New York Strip — as well as a Victoria’s Barrel-Cut Filet Mignon, Center-Cut Sirloin, and Rockhampton Ribeye.
The 662-unit chain has been working to improve its signature menu item as part of a turnaround effort under CEO Mike Spanos. It has instituted tighter specs on the sizes of its steaks, created a new seasoning, and added clamshell grills. It has also boosted steak training, including a new certification test for field leaders.
“From the cuts we serve to the way we season and prepare our steaks, we are now serving a more tender, more flavorful steak and a better overall experience that gives guests more reasons to keep coming back,” Outback President Pat Hafner said in a statement.
Those and other changes seem to be making an impact. Last quarter, customer satisfaction with Outback’s food rose 4 points, and their intent to return rose 5 points, the chain said in August, while same-store sales rose 1.4%.
As part of the Best Steaks Ever campaign, the chain has given VP of Research and Development Efrem Cutler the additional title of chief steak officer. Cutler has led the revamp of the steak program, including the new seasoning. As chief steak officer, he will be “the brand’s authority on steak selection, marbling, seasoning, and preparation, helping guests understand what makes a truly great steak,” the company said.
Outback is also giving customers a chance to share their take on the new steaks in the Spokesbooth. At select locations, customers will be able to sit in one of Outback’s booths and have their first-bite reactions recorded on camera. Some of the videos will be posted on Outback’s social media accounts.
Tampa-based Outback is just the latest chain to publicize food quality improvements in an effort to appeal to choosy consumers. Burger King’s revamped Whopper, for instance, helped drive a same-store sales surge of 8.5% in the second quarter, and Chili’s has also seen success by upgrading many of its core menu items.
