• by Karlene Lukovitz  @KLmarketdaily, December 10, 2015

After three successful campaigns, Texas Roadhouse has seen increases in two key perception metrics this fall, while competing national steak chains have seen little or no change, according to YouGov BrandIndex.

Texas Roadhouse’s General Impression score as measured by BrandIndex rose from 24 to 31 between Labor Day and November 20th, and is now at 27. The average General Impression score for major steakhouse chains is 13. (BrandIndex scores range from 100 to -100, with a zero score representing a neutral position.)

In addition, Texas Roadhouse's Purchase Consideration score rose modestly. At the end of August, 19% of consumers said that they'd consider eating at the chain the next time they wanted to go to a steakhouse; currently, 22% say the same. Both scores are significantly better than the average 9% for national steakhouse chains. 

YouGov points out that the perception bumps followed campaigns that supported local fundraisers and businesses, and aligned the brand with college football, as well as a high-visibility lunch giveaway on Veteran’s Day.

Those appear to have offset negative buzz from a social media controversy that went viral in October, after some diners in an Idaho Texas Roadhouse who gave a scolding note to the mother of a crying baby, as well as news about an age discrimination suit against Texas Roadhouse filed by the Equal Employment Opportunity Commission (scheduled for trial in January).