Outback Steakhouse Overhauls Menu with 'Best Steaks Ever' Campaign

The company’s strategy centers on a renewed focus on technical preparation, moving beyond standard service to emphasize specific cut specifications and hand-trimming. To oversee this transition, Outback has appointed Chef Efrem Cutler as its first Chief Steak Officer. With over 45 years of culinary experience, Cutler is tasked with educating diners on the nuances of marbling and seasoning, a move prompted by internal research showing that only 41 percent of Americans feel confident distinguishing between various steak cuts.

The menu rollout features a revamped lineup including the Down Under Delmonico Ribeye, the Victoria's Barrel-Cut Filet Mignon, and the introduction of the New York Strip to the brand's permanent offerings. According to Outback President Pat Hafner, the initiative is a response to the need for greater consistency in the dish that defines the brand’s identity. To validate the changes, the chain is deploying 'Spokesbooth' kiosks at select locations, designed to capture and broadcast authentic customer reactions to the updated menu items directly to social media platforms.