Outback Steakhouse debuted a new “Date Night” promotion on Thursday that leveraged the popularity of “Throwback Thursday” to boost the social media traction of its marketing campaign.
Outback, the 977-unit chain owned by Tampa, Fla.-based Bloomin’ Brands Inc., layered social media support on its offer of a Date Night meal of two sirloins, two sides, two salads and a shared Bloomin’ Onion and cheesecake for $38. The chain is offering the menu deal Thursdays to Sundays through Nov. 16.
The brand urged fans on Facebook, where it has an audience of nearly 3 million, to post photos of their date nights for “Throwback Thursday” — a popular weekly social media event in which people post old pictures with the #TBT hashtag — to be eligible for a $50 gift card drawing.
“People love posting #TBT photos,” said Elizabeth Watts, Outback’s director of media and community relations. “Outback’s Date Night contest gives couples an opportunity to remember and share a great time and help keep that spark alive. … We're making it easy to put a date night on the calendar with a special Date Night menu for two.”
Posted photos ranged from grandparents and soldier-couples home from Afghanistan to fathers, daughters and even “friend dates.” Comments provided a glimpse into dating habits as well: “My best date night was my first date with my now-husband at Outback…,” wrote Debbie Lattimore. “The night I knew I had met my forever love.”
After announcing the deal on Wednesday, Outback saw a 7.2-percent increase in its NRN Social 200 score, solidifying its No. 15 position in the real-time rankings. The NRN Social 200 score is a calculated by social-media analytics firm Sprinklr with an engagement and impression ratio.
Watts noted that social media platforms allow for Outback to get real-time feedback. “We’re constantly looking for new ways to engage fans and keep the conversation going,” she said.
Outback also cited its own “New American Romance Study” that found more than half of those surveyed said they need at least one date night per month to keep the spark alive. However, the study also found 56 percent of those polled couldn’t remember their last date night.
"After learning that 42 percent of people canceled date night because they were too tired,” said Jeff Smith, Outback’s president, “we decided to make it as easy and tasty as possible with our special Date Night Meal for Two.”
Other casual-dining brands offer dinner deals for two. Applebee’s Neighborhood Grill & Bar provides as “2 for $20” menu and Chili’s Grill & Bar has a “$20 Dinner for Two.” Outback, however, said it is also providing $10 off select bottles of wine in addition to offering the Date Night special.
Outback said its 2014 “New American Romance Study” was conducted by Wakefield Research, which surveyed 1,000 U.S. adults 18 and older between Jan. 9 and Jan. 15 via an email invitation and online poll. The margin of error is plus or minus 3.1 percent.
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