• by Teresa Buyikian , 9 hours ago

Outback is so confident in its steak program, it’s relying on actual diner reactions to help promote itself.

This week the steakhouse chain announced “Best Steaks Ever”: “a commitment to raising the bar on the steak experience at Outback.”

The program is said to reflect the brand’s continued investment in steak quality through “enhanced cut specifications, hand-trimming techniques, seasoning standards and expert preparation.”

Outback is soliciting feedback on its steaks directly from consumers via “Spokebooth,” a pop-up interactive experience that features an Outback restaurant booth. When bystanders have a seat in the booth and try a steak, the brand will record their live reactions, which it says may be used for future social or ad campaign content. 

“Outback has always been a place where mates can come as they are and enjoy a great steak,” said Pat Hafner, president of Outback Steakhouse. “But with ‘Best Steaks Ever,’ we challenged ourselves to go even further on the dish that defines our brand by perfecting every detail that goes into making an incredible steak dinner. 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.”

The Spokebooth made its first appearance in West Hollywood, Florida, this week, and will later move inside actual Outback locations. An estimated 12 restaurants will be outfitted with the Spokebooth recording equipment, so customers can share their throughs while dining.

Outback has also hired Chef Efrem Cutler as its new chief steak officer, who will serve as the brand’s “authority” on steak selection, marbling, seasoning and preparation.

The brand recently commissioned a study that found  “only 41 percent of Americans feel confident in their knowledge of the differences between cuts.” Outback serves multiple cuts, including filet mignon, ribeye, New York strip and center-cut sirloin.