Press Room

Highlights Great Food, Top-Quality Dining Experience & Spirit of Australia

TAMPA, Fla. (September 4, 2013) – Outback Steakhouse® is breaking the rules to make sure everything is just right. The new national-broadcast advertising campaign – “No Rules, Just Right” launched today, highlighting great food at affordable prices, a top-quality dining experience, and putting Outback actually in the Outback.

Sound familiar? It should. No Rules, Just Right is part of Outback’s ideology and coded into their DNA. It means breaking conventions to deliver a delicious, no worries dining experience in nearly 700 restaurants nationwide, while providing great food at affordable prices, served by people who genuinely care about their guests.

“This is who we are and it’s the foundation for our culture – we’ll break the rules to do what it takes to make sure we deliver a dining experience that’s just right each and every time,” said Mike Kappitt, Outback Steakhouse Chief Marketing Officer.

The series of new commercials, created by Deutsch NY, features an inviting and playful atmosphere delivering the No Rules, Just Right theme. Each draws on the allure of Australia, where gorgeous landscapes evoke the spirit of the country that inspires Outback’s no worries attitude.  The first commercial coincides with Outback’s Steak and Unlimited Shrimp Limited Time Offer. Treating customers as though they are dining in their own home, leaving no request unfulfilled. The TV ad can be found here.

“Australia signals adventure and natural bounty.  It's a compelling association for the Outback brand.  We drove it home by putting the Outback kitchen into the actual Australian Outback,” said Greg DiNoto, Chief Creative Officer of Deutsch NY.

Outback's food is made to order with fresh, high-quality ingredients. Outback Signature Steaks can be savored two ways: seasoned and seared with a secret blend of 17 spices, or wood-fire grilled to perfection.

To find a location near you or for more information about Outback Steakhouse, please visit http://www.Outback.com, facebook.com/outback or follow us on Twitter @Outback.

About Outback Steakhouse
Outback Steakhouse was voted #1 Best Steak in the 2012 Zagat Survey® of National Full-Service Restaurant Chains for the fourth consecutive year. Outback Steakhouse starts fresh every day to create the flavors that our mates crave. Best known for grilled steaks, chicken and seafood, Outback also offers a wide variety of crisp salads and freshly made soups and sides. New creations and grilled classics are made from scratch daily using only the highest quality ingredients sourced from around the world. For more information, please visit www.outback.com or http://www.facebook.com/outback.

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