LongHorn Steakhouse has set out to calm the restive nerves of its holiday customers by launching “Steak ASMR” on Spotify, YouTube and the restaurant brand’s own website, the company said Monday.
The 560-unit casual-dining division of Orlando, Fla.-based Darden Restaurants Inc. found that its steak benefited from “resting,” so it offered the same option for potential customers. (It cited a study by OnePoll that found 88% Americans said the holiday season was the most stressful time of year.”
ASMR, which stands for “autonomous sensory meridian response” has been popular for several years, according to the University of Nebraska Medical Center, which calls it a term to describe a tingling, static-like, or goosebumps sensation in response to specific triggering audio or visual stimuli.
“These sensations are said to spread across the skull or down the back of the neck and, for some, down the spine or limbs. When experiencing ASMR sensations, some people report pleasant feelings of relaxation, calm, sleepiness or well-being,” the center said.
LongHorn is providing potential and existing customers with five-minute and 60-minute versions of its steaks resting and sizzling.
Steak fans can feast their eyes and ears on the following cuts on YouTube:
- Flo’s Filet, seared on a flat-top grill.
- Outlaw Ribeye – a 20-ounce bone-in ribeye fire-grilled over open flames.
LongHorn also created hour-long versions of cooking steaks to provide an alternative to the season’s popular “Yule Log” fireplace videos.
The videos are available at the restaurant’s website, www.LongHornSteakhouse.com/Steak-ASMR.
LongHorn has restaurants in 42 states. Parent Darden owns Olive Garden, Cheddar’s Scratch Kitchen and a number of other brands.
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