Outback elevates dining experiences with new app feature

Outback Steakhouse has incorporated a fully digital and unified queuing and table management system into its mobile app as part of its latest digital transformation initiatives.

The new feature are done in collaboration with technology partners Oursky and Inline; CRM and membership platform Eber; digital marketing agency Asiapac; creative and TVC production agency Ginger Advertising; and PR and communications agency FleishmanHillard. 

A spokesperson from Outback told MARKETING-INTERACTIVE that the new feature reflects the brand's commitment to place customers at the centre, reducing friction, improving booking convenience, and enhancing loyalty through personalised engagement. “By fusing technology with hospitality, the new feature aims to create dining experiences that are consistently convenient, relevant, and memorable."

The additional feature is designed first and foremost for its VIP and prestige members who expect seamless convenience and exclusive benefits, said the spokesperson. “At the same time, we are expanding our reach to digitally native diners, young families, and professionals who value efficiency, time management, and the ability to plan their dining experiences through mobile. This dual focus ensures both loyalty deepening and new customer acquisition." 

The feature delivers three priorities: elevating the role of the app from a coupon wallet to an end-to-end dining companion with queueing and reservation features; driving operational excellence through a fully digital and unified queueing and table management system across all outlets; and creating a true closed-loop marketing model by connecting media investments with app usage, bookings, and CRM data, enabling the brand to link campaign performance directly to seatings and revenue.

By building an integrated ecosystem that links media, app behaviour, and in-store transactions, the spokesperson said it is able to capture and analyse the full customer journey from media exposure to dining spend; reallocate media budgets based on measurable ROI rather than surface metrics such as clicks; activate precision remarketing campaigns targeting high-value segments and dining occasions; and build long-term customer equity by increasing lifetime value through personalisation and relevance.

By upgrading the app, Outback aims not only to enrich its functionality but also to fundamentally reshape the guest journey, according to the spokesperson.

To promote the new feature, Outback has adopted a communications plan spanning both digital and offline touchpoints. A TV commercial is launched to promote on ViuTV and TVB, illustrating that the app can help customers save time waiting for a seat and can focus on what they really want to do.

It is also promoted through social media platforms including Facebook, Instagram, and YouTube; programmatic video placements on myTV SUPER; PR outreach; influencer partnerships; in-store communications; and direct member engagement through EDMs and app push notifications.

Patrick Kwok, marketing manager, Outback Steakhouse Hong Kong, said: “Outback is committed to delivering meaningful innovation that makes dining more rewarding for our guests. This app upgrade is more than a functional refresh. It represents a convergence of marketing, operations, and customer engagement into one connected ecosystem. Our goal is to create experiences that are not only seamless and convenient, but also deepen the relationship between Outback and our customers.”

Don’t miss: Outback honours shared journey with HKers with 25th anniversary campaign

Back in November last year, Outback launched a campaign to celebrate its 25th anniversary in Hong Kong. Themed “A journey of flavours, a sharing of taste”, the video featured a father and son who work together to solve any challenge they face, symbolising Outback's growth with customers over the years.

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

Outback Steakhouse HK revamps mobile app to enhance user experience
Outback Steakhouse HK introduces new store with CGI video
Outback Steakhouse celebrates its 20th year with impressively comprehensive Hong Kong campaign