R&I’s 2007 Consumers’ Choice in Chains Awards: Steakhouse

Special Report: R&I’s 2007 Consumers’ Choice in Chains Awards: Steakhouse

By Staff -- Restaurants & Institutions, 9/15/2007

Outback
Headquarters: Tampa, Fla.
President: Jeff Smith
Units: 948
Average check: $19.00
R&I Top 400 Chains rank: 17
Respondents aware of chain: 88%
Respondents who visited in previous 12 months: 25%
STRENGTHS: Outback’s message is getting across: All age groups give it high marks for reputation. Food quality is another strength, and matures give this attribute the highest rating. Men and Millennials give high marks for menu variety. Atmosphere gets its highest rating from baby boomers and families with kids.
WEAKNESS: Gen X customers are tougher than other age groups on value.

LongHorn
Headquarters: Atlanta
President: David George
Units: 287
Average check: Not available
R&I Top 400 Chains rank: 54
Respondents aware of chain: 36%
Respondents who visited in previous 12 months: 6%
STRENGTHS: Food quality is rated as more important a consideration with steak/barbecue choices than in any other category. Women give slightly higher food-quality and service ratings than do men. LongHorn gets very high quality ratings from single adults and from Millennials.
WEAKNESS: For whatever reasons, Gen X customers give LongHorn a very low rating for convenience.

Famous Dave’s
Headquarters: Minnetonka, Minn.
President-CEO: David Goronkin
Units: 931
Average check: $13.50
R&I Top 400 Chains rank: 94
Respondents aware of chain: 22%
Respondents who visited in previous 12 months: 5%
STRENGTHS: Value is an important draw for Famous Dave’s. Millennials and African-American customers are especially complimentary on this attribute. High-income customers give the chain high marks for food quality and have a high return intent. Women give a higher rating for atmosphere.
WEAKNESS: Hispanic customers have a relatively low (66%) return intent.

How Steakhouse Chains Stack Up With Consumers