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Outback Steakhouse drives in-store traffic, reinforces brand awareness with mobile site

Consumers can access the mobile site by entering on their mobile browser. The mobile site is a smart move on the company’s part to keep up with tech-savvy consumers.

“Outback Steakhouse has accepted the reality that more and more consumers are making their restaurant decisions while they are on the go,” said Shuli Lowy, marketing director at Ping Mobile.

“A couple will quickly decide to go out for dinner as soon as they get home from work and then quickly look up local steakhouses on their phones,” she said.

“It is therefore imperative for restaurants to be able to showcase their key qualities, such as their menu items, specials, and locations, at the time when the choice is to be made.”

Building relationships
The Outback Steakhouse mobile site includes a restaurant locator where consumers can enter their city, state or ZIP code to find the nearest location.

The mobile site also includes a menu that lets customers browse meal descriptions and view featured items.

Furthermore, consumers can find out which location includes curbside take-away online ordering and place their orders.

Through the mobile site, customers can also purchase gift cards and select from 13 designs, with prices ranging from $10-$250.

Outback Steakhouse has also heavily incorporated social media into its mobile site with links to its Facebook, Twitter and YouTube page.

“The majority of consumers will exit out of a site if it is not mobile-optimized,” Ms. Lowy said. “This is particularly harmful if the consumer intends to make the decision right then and there.

“Restaurants that allow consumers to easily find a nearby location and explore the menu items will avoid those drop offs,” she said.

Key plans
Outback Steakhouse is smart to roll out a mobile-optimized site.

Nowadays, consumers are on-the-go. Therefore, having a mobile presence is critical.

Additionally, adding features such as a restaurant locator, menu items and social media tabs is a great way to build a relationship between the brand and its customers.

“The mobile Web site is particularly important because Outback Steakhouse is currently placing search-based mobile ads that are served to people who are searching for their steakhouse,” Ms. Lowy said.

“Ads that lead to mobile-optimized Web sites are infinitely more influential than those that don’t,” she said.

“Outback Steakhouse understands the powerful and time sensitive role that mobile plays in driving consumers to their restaurant.”

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York