Outback honours shared journey with HKers with 25th anniversary campaign

Outback Steakhouse is celebrating its 25th anniversary in Hong Kong with a new campaign, after closing nine out of its 19 outlets in town earlier. 

Themed “A journey of flavours, a sharing of taste”, the video features a father and son who work together to solve any challenge they face, symbolising Outback's growth with customers over the years. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Outback said the campaign is crafted to celebrate our brand’s presence and connection with the local community. "The theme, "A journey of flavours, a sharing of taste," captures our appreciation for our customer relationships over the years," said the spokesperson. 

"This milestone campaign is about expressing gratitude to our loyal patrons, welcoming new customers, and creating engaging, memorable experiences that reflect Outback's spirit. With targeted promotions and dynamic content, we aim to drive customer engagement and reinforce Outback’s value in the Hong Kong dining scene," the spokesperson added.

To celebrate the special occasion, Outback also rolls out five special offers across all the 10 stores in town. The five special offers include discounts for selected dishes, value special dishes, a finale event, newly launched happy hour promotions and bonus offers for prestige membership. 

Running from late October, the promotions and the refreshed happy hour menu are designed to attract both new guests and loyal customers, said the spokesperson. "We're offering exclusive benefits for VIP and Prestige members, including upgrade promotion and a dedicated finale event in mid-December. This phased rollout allows us to consistently engage customers and keep the anniversary celebrations in mind."

Done in partnership with digital agency Fimmick, production agency Ginger Advertising, PR agency FleishmanHillard and Influencer agency Try.Eat!, the campaign follows a phased strategy, blending storytelling and targeted promotions to celebrate with the community.

"At its core, a TV commercial titled 'A journey of flavours, a sharing of taste' uses a father-son story to position Outback as a trusted partner in life’s journey. The campaign includes promotions such as HK$25 special menu items and phased promotional campaigns around signature dishes such as lobster and steak to build excitement and sustain engagement," explained the spokesperson.

"Enhanced benefits for Prestige members and a member-only finale event further reinforce loyalty, boost app downloads and encourage new member registrations. By combining storytelling with strategic promotions and member exclusives, the campaign seeks to uplift the local dining scene and strengthen Outback’s brand presence."

To amplify the campaign reach, television acts as a supportive medium, with the brand's TV commercial airing on Viu TV and Now TV. It is further amplified through digital channels such as YouTube and social media. "Social media is central to the campaign, featuring phased promotions for our anniversary items to keep audiences engaged and excited," said the spokesperson.

"To enhance these highlights, we’re also sharing a short reel showcasing our happy hour offerings, adding a layer of engagement for our social media followers. Influencers are essential in extending our reach and connecting authentically with younger audiences. In-store materials reinforce the campaign by promoting essential offers at the point of sale."

"Celebrating Outback Steakhouse Hong Kong’s 25th anniversary is challenging and inspiring. This milestone reflects our commitment to the community and the strong connection we’ve built with our guests over the years. Our campaign honours this shared journey and the memorable experiences we’ve created together," said Patrick Kwok, marketing manager, Outback Steakhouse Hong Kong.

Don't miss: Outback shuts 9 stores in HK, marketing team not impacted

This comes after Outback closed some of its stores in Hong Kong in August, following the culmination of a meticulous review process that considers current market conditions, operational costs, and its strategic direction.

While Outback adjusted the timeline of the 25th anniversary campaign due to the strategic adjustment mid-year, the campaign reinforces the brand's strong commitment to the Hong Kong market, where it sees ongoing potential and growth opportunities, said the spokesperson. "This campaign is a tribute to the community we value and our deep connection with our guests. We’re here to celebrate 25 years with Hong Kong and look forward to many more."

In terms of measuring the return on investment, the spokesperson said this includes targeted performance metrics that provide insights into both financial and engagement outcomes.

"Business metrics include sales of promotional items, total campaign period sales, and store traffic to assess in-store engagement. Digital metrics such as app downloads, new memberships (free and paid), promotional video view rates, and event engagement rates reveal the campaign’s digital reach."

Additionally, redemption rates of digital reward coupons measure customer responsiveness, offering a comprehensive view of the campaign’s impact and informing future engagement strategies. 

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