800 chain restaurants were scheduled to close in 2018.
The rise of QSR and at-home dining has not been working in favor of chain restaurants. "I haven't been to Outback in SO LONG" is what we kept hearing from people. Casual dining restaurants are losing their differentiating identities. In short, they're boring.
The Australian Identity of Outback is Lost
We studied the Australian culture and fused it back into the restaurant.
Food is really just an excuse to gather around the grill.
Australians value connectivity. They are very conversational and friendly.
Australians are laid-back, open, and outgoing.
Leisure and recreation are their biggest spending categories.
Americans leave little or no time to inhale and enjoy some downtime
Outback is a place to appreciate small moments
Outback is an escape to Australian lifestyle
The Easy Goer
Works hard to get to the top of their career
Goes to restaurants to spend quality time with those they love
Organizes group gatherings and enjoys entertaining people at their home
Prefers a consistent experience over a new unexpected one
Brand Essence Video
Burn your worries away.
This will live on Outback's website during the renovation, A physical manifestation of this will later be at Outback locations.
Getting the word out.
We are carrying out the Australian unapologetic laid-back lifestyle with a campaign.
Rachel Street (CBM)
Zach Brown (CBM)
Imani Lee (ST)
Kelley Bode (CW)
Katie Paxton (AD)
Rachel Zhou (CD)