Singapore stands out as Outback Steakhouse’s best performing market

Brace yourselves for more delectable steak selections as Outback Steakhouse opens its second store in Singapore next year.

With more than 1,000 stores in 22 countries, Outback Steakhouse still manages to offer only the best selections to its customers. It was established in Tampa, Florida in 1988 but has been in South East Asia since 2000 when USEL became a franchisee for Outback Steakhouse. With staff strength of over 300 dedicated Outbackers, USEL currently owns and operates restaurants in Singapore, Philippines, Indonesia, Malaysia, Thailand. And 12 years after, Outback Steakhouse still continues to bring the culture of great experience, generous portions and concentrated service in Singapore.

Outback Steakhouse in Singapore

According to Prashant Mukherjee, AVP for Corporate Strategy of Outback Steakhouse, Singapore has become the most promising market for them as it provides a stable operating environment and a very cosmopolitan customer base. “Compared to the other markets where we operate, namely in Indonesia, Philippines, Thailand and Malaysia, Singapore continues to be our best performing store,” he said.

On the flip side, Singapore has a wide variety of F&B options and Singaporeans are very well informed and always willing to try new F&B options. However, Outback Steakhouse faces these challenges head on as it strives to remain the customers’ top pick by placing a lot of emphasis on staying fresh and continuing to innovate. As Mukherjee puts it: “In an effort to make our store look more contemporary, we have renovated our store.

A patron can be promised a casual, friendly dining atmosphere in an ambience reminiscent of the Australian Outback steakhouse. With strong emphasis on innovation and value, we revise our main menu every year. We also launch two lunch menus and three Limited Time offers in a year which forms the testing ground for innovative dishes.”

Promising strategies

In addition to constant innovation and great food, Outback Steakhouse stands out from its competitors through well-executed strategies - correct execution of the basics and focus on customers. Mukherjee reckons that ultimately consumers come to a restaurant for its quality of food and drinks, service, ambience, and the general overall experience that the restaurant offers. Outback Steakhouse holds a very strong foundation for all these through its three pillars called Serious Food, Concentrated Service and Spirited Drinks.

Mukherjee adds, “We are ever in the process of trying to improve the overall experience for our consumers. Recently we have launched a region wide Loyalty program as a means to reward all our loyal customers. Over the years, we have also learnt the importance of having our ear to the ground. We place a lot emphasis on collecting and analyzing consumer insights, so we may serve our customers better.”

With its aim of reaching more consumers in Singapore, Outback Steakhouse is set to open a second store in 2013, and looks to open at least another store two to three years from then.

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