The Deconstructed Brief
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3-Point Bloomin’ Onion

3-Point Bloomin’ Onion

Brand: Outback Steakhouse 

Challenge

  • Reinforce Outback Steakhouse as the home of decadent food

Rationale:

Outback created an insane 3,080-calorie appetizer to grab the attention of basketball fans hitting restaurants and bars to watch the NCAA tournament. The ad simply emphasizes the size and the indulgent ingredients: cheese, steak, fries, fried onion.

One Thought:

The home for madness

 

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Lessons to be learned:

  • Indulgent food is trendy. Those of you who’ve read the quench 2017 Food Trends Report already know that over-the-top food is popular. Outback’s regular Bloomin’ Onion made “worst foods for you” lists, but the 3-Point Bloomin’ Onion takes things to a decadent new level. 
  • The right food stunt generates press. The 3-Point Bloomin’ Onion is the latest crazy food creation to generate buzz. (Think “freakshakes.”) This Bloomin’ Onion earned coverage from Eater, Huffington Post, USA Today and the Thrillist — in addition to social media mentions from indulgent food lovers and sports fans.
  • Restaurants create FOMO. Offering a menu item for a limited time is a tried-and-true restaurant tactic — yeah, McRib — but that doesn’t mean it doesn’t work. In 2017, limited-time menu items can create a sense of scarcity that is gold on social media.

What they told Today:

“We combined them to create a ‘3-pointer’ of a dish, a perfect match for the excitement and madness of the basketball tournament,” said an Outback spokesperson about ingredients in the 3-Point Bloomin’ Onion.