Outback Steakhouse HK revamps mobile app to enhance user experience

In celebration of its 25th anniversary in Hong Kong, Outback Steakhouse has launched an upgraded mobile app to enhance customers' dining experiences.

This comes as the original Outback app, created in 2017, was not designed to handle the brand's expanded membership base, leading to delays and affecting operations and customer experience, said Patrick Kwok, marketing manager of Outback Steakhouse Hong Kong in a conversation with MARKETING-INTERACTIVE. 

"This milestone is a testament to our enduring commitment to providing exceptional dining experiences. To commemorate this special occasion, we wanted to offer our members and customers a fresh look and enhanced experience through our new app," he said. 

After a year of development and testing, Kwok said the new app has embraced a "less is more" design philosophy while retaining all the old app's functions. "This means simplifying the user interface to make it intuitive and easy to use. Our design team has meticulously created a minimalist layout that enhances usability without sacrificing functionality," he added.

Launching today, the first welcome promotion will run from 13 June to 12 August. As a token of appreciation, all Outback members will receive an HK$50 discount coupon and a reward of Aussie Cheese Fries with Bacon upon updating the mobile app. Also, new Outback VIP members who register for the first time during this period will receive an extra reward of a complimentary drink. 

The new app targets existing Outback members and potential new members who still need to join Outback, Kwok said. "We aim to attract diverse users, including families, young professionals, and food enthusiasts who appreciate quality dining experiences. By offering a seamless and rewarding app experience, we aim to engage with our loyal customers and new patrons looking for convenience and value."

In the first phase of the app launch, Outback's main objective is to ensure a smooth transition from the old app to the new app. "Some potential issues might arise, and our operations team will need time to get familiar with the latest app and systems. Therefore, we have yet to plan an extensive campaign for the initial promotion. Instead, we prepare to collect and respond to user comments and feedback," Kwok said. 

"We aim to recruit more free members by offering benefits and rewards. As the free member base grows, upcoming promotions will focus on our paid member tier, the Prestige members," he added. The marketing campaign to recruit more members and encourage app downloads will coincide with its 25th-anniversary campaign in the coming months.

Outback has also produced promotional visuals and videos featuring voxel art to express creativity in a 3D environment, aligning with its "No rules, just right" philosophy. "Voxel art's stylised retro look blends nostalgia with modern technology, symbolising building from scratch and redeveloping our ideal customer experience," he said.

Additionally, the brand has introduced Joey, the kangaroo character from its Joey menu for children, whose name appears as the membership name on the end screen of the mobile app, adding a fun and familiar touch. 

Done in collaboration with social media agency Fimmick, PR agency FleishmanHillard, and app vendor OurSky, the new app has been announced on social media, PR efforts, and in-store promotions.

“As we celebrate 25 years in Hong Kong, our new app symbolises our dedication to evolving with our customers’ needs. With enhanced features and a user-friendly design, we’re making it simpler and more enjoyable for our customers to interact with us,” said Kwok, “We’re excited for the future and to continue providing memorable dining experiences.”

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