Outback Steakhouse is overhauling its menu and kitchen practices in an attempt to win back diners, introducing new cuts of beef and updated preparation standards in an effort to boost food quality across its casual-dining locations.
The Tampa-based chain announced a series of changes to its core lineup, including revised cut specifications, hand-trimming techniques, and new seasoning standards intended to improve flavor and tenderness.
As part of the effort, Outback is adding a New York strip to its standard menu for the first time and introducing a thick-cut “Down Under Delmonico” ribeye. The company is also updating preparation methods for existing offerings, such as its center-cut sirloin, Rockhampton ribeye and Victoria’s barrel-cut filet mignon.
To oversee the transition, the company named Efrem Cutler, a veteran chef with more than four decades of experience, as its “chief steak officer.” Cutler will manage steak selection, marbling standards and kitchen preparation across the brand’s locations.
The emphasis on steak education comes as consumer data commissioned by the restaurant highlights widespread unfamiliarity with different cuts of meat. According to Outback’s internal research, only 41 percent of Americans report feeling confident in their ability to distinguish between various steak cuts.
In addition to the kitchen updates, the chain is rolling out a promotional campaign called “Spokesbooth” at select locations. The project features interactive dining booths equipped with cameras to capture customers’ immediate reactions after sampling the updated menu items, with select footage slated for use in future marketing materials.
“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,” Pat Hafner, the president of Outback Steakhouse, said in a statement provided by the company.
Hafner added that the updates covered everything from raw specifications to final preparation, aiming to deliver a more tender and consistent product across the chain’s restaurants.
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