Thursday, February 4, 2021

Outback is Out-front with Virtual Chicken


Restaurants are manufacturing facilities with a service component that is the most inviting within the manufacturing sector. If success leaves clues and it does Bloomin’ Brands is expanding its restaurant brands reach leveraging its excess manufacturing capacity to sell more fresh food in more locations according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Bloomin Brands has been an inclusive grocerant niche participant for over 10 years constantly developing multichannel messaging, that is interactive and participatory. Brand managers have rolled out private label wine, clothing, and takeout menus extending each brands reach.

Now, Bloomin Brands is expanding a virtual chicken brand and taking its Aussie Grill virtual as well. Having already partnered with Uber Eats and DoorDash, on top of its own fleet of drivers, edifying the technology and physical plant to quickly shift to more off-premise business, they once again solidify its industry leading position.

Michael Stutts, the company’s chief customer officer when speaking on its multi-channel approach “We were very heartened to see that our investments had paid off,” Yes, the pandemic has move forward the growth strategy that Bloomin’ had laid out, and now that vision has become a reality.

Leveraging it manufacturing infrastructure virtual concepts can become stand-alone brands that it can run out of existing Outback and Carrabba’s kitchens for takeout and delivery only.  That is a success clue that others chain restaurants will quickly pick-up on and try to duplicate according to Johnson.

The first virtual venture is Tender Shack, which offers chicken tenders, fries and cookies exclusively through DoorDash. Bloomin’ had been kicking the idea around pre-pandemic, but fast-tracked it amid the crisis: From kickoff to first tenders sold, Tender Shack was developed in 49 days, according to Stutts.  

Now get this, after a test of the virtual concept last fall, Tender Shack is now in more than 200 locations and exceeding expectations. Once again we arrive at operational efficiencies the graduate school mantra, from 2000 – 2015.

What does this mean, it means that food marketers will become the most important aggregator of consumer data points driving service, menus, and distribution with relevance. How is your brand positioning your infrastructure and marketing assets to garner incremental business?

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit, FoodserviceSolutions.US or call 1-253-759-7869

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