Outback Steakhouse is part of OSI Restaurant Partners, a company founded in 1988 with the idea that guests come first and that dining at their restaurants should be a fun and memorable experience for everyone. The team at Outback realized that social media was expanding their community and the ways in which they were able to communicate with their guests. They knew that engaging on the social web could help them expand their fan base, both in-store and online. Inspired by an Australian man, the team at Outback decided to surprise Dave Parsons, one of their loyal customers, on his 40th birthday. The team at Outback uses Radian6 to monitor mentions and find customer advocates like Dave. He was thrilled to receive a package containing 40 gifts from Outback, with the challenge to give out 40 gifts to strangers and friends. Read on for the wonderful results.

1. Case Study / Outback Steakhouse
Outback Steakhouse uses social media to
surprise and delight their customers
The Challenge his experiences at his local Outback on both
channels. The team at Outback uses Salesforce
Outback Steakhouse is part of OSI Restaurant Marketing Cloud to monitor mentions and find
Partners, a company founded in 1988 with the customers like Dave, who are advocates and loyal
idea that guests come first and that dining at supporters of the restaurant. It gives them the
their restaurants should be a fun and memorable chance to engage and interact with these fans and
experience for everyone. With 800 locations to let them know how much they are appreciated.
across the United States, Outback is proud to have
a strong connection to their community, and that The Results
extends to each individual location. They believe
in building relationships with their guests and that Dave was thrilled to receive a package containing
giving back helps strengthen their community. 40 gifts from Outback, with the challenge to give
Each restaurant frequently seeks out local groups out 40 gifts to strangers and friends. He not only
and events with which they share their food, time, blogged about the experience, he took a video
and money. The team at Outback realized that of it. Since receiving the package, Dave has set
social media was expanding their community and out on a mission to give out all 40 gifts, which
the ways in which they were able to communicate included gift cards, Outback hats and golf shirts,
with their guests. They knew that engaging on the and he has been sharing stories and updates
social web could help them expand their fan base, along the way. One of these videos shows Dave
both in-store and online. giving one of the gifts to the Mayor of his town, and
the popular animal expert Jack Hanna from the
The Approach Columbus Zoo.
The social media team at Outback happened upon “We are inspired by customers like Dave who are
a great video, “30 Gifts to 30 Strangers in Sydney”, imbedded in their community like the Outback
which follows a guy and his friends as they spend brand. We were honored that he accepted our
his 30th birthday giving 30 gifts to strangers they challenge to surprise 40 friends, city officials and
meet. Inspired by the fantastic concept, the team even celebrities with the Outback gifts!” says
at Outback decided to surprise one of their loyal Ken Bott, Sr. Director, Consumer Marketing for
customers on his 40th birthday. Dave Parsons Outback. “The absolute best part for me was
loves going to Outback and is well known by that Dave shared his 39th present with originator
both his local restaurant and the Outback social of the idea, Lucas Jatoba, all the way in Sydney
media team. Dave is an avid blogger and has Australia! We can’t wait to see who he gives the
a strong following on Twitter, and often shares 40th gift to!”
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