Outback Steakhouse Goes International

Outback Steakhouse Goes International

Length: 1138 words (3.3 double-spaced pages)

Rating: Excellent

Open Document

Essay Preview

More ↓
The two first Outback Steakhouse stores were created by Chris Sullivan, Bob Basham and Tim Gannon in 1988 in Tampa. Within 7 years, the company became "the fastest growing US steakhouse chain with over 200 stores throughout the United States". In 1994, the company's stock increased from $22.63 to $32. Moreover, Outback Steakhouse seen as an example of a great success story was awarded many times.
In the context of this successful evolution of the company, the question of its internalisation and the conquest of other markets became obvious to the company. In 1994, Hugh Connerty was appointed president of Outback International and was in charge to lead to company abroad knowing that it would be a critical change.
This case study states the problem of the global expansion of a company and the strategic and operational anticipated changes it must take into account to make this internationalisation a success. Can the reasons of Outback Steakhouse's success within the United States also be applied to other markets? If not, what are the inputs the company needs to take into account before being global?
The potential international expansion of Outback Steakhouse can not be considered before explaining the reasons of the success of the company in United States through an environment and company analysis. Finally a few recommendations will be given to the company in order to help it to settle a suitable global strategy.

The reasons of Outback Steakhouse's success on the US market rely on its corporate strategy which stresses mainly on its strong corporate culture and leadership. In this area, Outback Steakhouse benefits from a core competitive advantage compared to its competitors. Indeed, the case states that the turnover for general managers and employees is the lowest in the US food industry. Managers are highly motivated by higher wages than in the rest of the industry ($100,000 per year instead of $60,000-$70,000 in the rest of the industry) and employees benefit from profit participation, trust relationship with the management and a deep commitment in the company's activity. They also enjoy from a relative autonomy, a week schedule that is less important than in the rest of the industry (from 50 to 55 hours instead of 70 hours in other restaurants) and health insurance. The culture of the company focuses on "long term well being" for all the "outbackers" who all share the same values: hospitality, sharing, fun and courage.

How to Cite this Page

MLA Citation:
"Outback Steakhouse Goes International." 123HelpMe.com. 19 Mar 2019
    <https://www.123helpme.com/view.asp?id=166763>.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay about Outback Steakhouse Case

- Outback Steakhouse Case Synopsis of Case In 1995, Outback Steakhouse was proclaimed as one of the most successful restaurant chains in the United States. The chain was started by Chris Sullivan, Bob Basham, and Tim Gannon during the 1980s. Prior to starting the Outback Steakhouse chain, Sullivan and Basham were successful franchisees of the Chili’s Restaurant chain. About the same time Gannon played a significant role in several New Orleans restaurant chains. Outback Steakhouse, formerly known as Multi-Venture Partners, was founded in 1987 after Sullivan and Basham sold their Chili’s franchise to fund their venture and they invited Gannon to join....   [tags: Outback Case Business Essays]

Research Papers
1833 words (5.2 pages)

Essay on Outback Steakhouse's Competitive Advantage

- Discuss how the employee selection methods at Outback Steakhouse help the organization achieve a competitive advantage a. The employee selection methods at Outback Steakhouse help the organization achieve a competitive advantage by discovering and hiring employees who fit their needs and strategic plans. Implementing a challenging selection process allowed Outback to select the most qualified candidates who will adhere at all times to the vision and beliefs of what the restaurant stands for. Outback Steakhouse utilizes psychological and aptitude tests along with an interview to select their employees....   [tags: Human Resources]

Research Papers
1160 words (3.3 pages)

Essay about Business Analysis of Outback Steakhouse

- Business Analysis of Outback Steakhouse This essay answers the following questions. 1) What are the standout business and economic characteristics of the restaurant industry. 2) What are the key success factors in the casual dining portion of the restaurant industry. 3) Do a SWOT analysis of Outback Steakhouse. What does it suggest. 4) Is the ?Principals and Believes. Policy Successful. 5) Evaluate Outback?s Financial Performance and present conditions. 6) What major issues and conditions is the restaurant industry facing....   [tags: Business Management Studies]

Research Papers
1777 words (5.1 pages)

Outback Steakhouse Case Essays

- Outback Steakhouse Case 1) What are the standout business and economic characteristics of the restaurant industry. * Restaurant-industry sales are forecast to advance 4.5% in 2003 and equal 4% of the U.S. gross domestic product. * The overall economic impact of the restaurant industry is expected to exceed $1 trillion in 2003, including sales in related industries such as agriculture, transportation and manufacturing. * Food and Drink revenues were estimated at $426 billion....   [tags: Papers]

Research Papers
1478 words (4.2 pages)

Issues that Arise when Public Relation goes International Essay

- International Public Relation is referred to as; communicating with the public from one nation to another, producing campaigns from one country to another. Globalization tells that what happens in one country can have a direct effect on people and organizations in another (Kent & Taylor, 2011). This essay talks about the different issues that arise when PR goes international. It talks about how international and intercultural are different or related to each other. Examples with the help of international or global companies....   [tags: globalization,personal influence,culture]

Research Papers
1921 words (5.5 pages)

Schooling in the Outback Essay

- Australia is split into different states and territories that have their own government. These territories include the Australian Capital Territory, New South Wales, the Northern Territory, Queensland, South Australia, Tasmania, Victoria, and Western Australia. This is important to note because each individual state government manages the schools within its territory (Immi.Gov). They provide both the regulations and funding to both the public and private schools, though the government only provides the public schooling and private schools are offered by Churches and other groups (Immi.Gov)....   [tags: Australia, government, education]

Research Papers
1162 words (3.3 pages)

Steakhouses at Their Best: A Comparison of Perry´s Steakhouse and Grille and Texas Roadhouse

- From a succulent filet mignon to a mouth-watering order of ribs, everyone loves some type of steak house. The residents of Texas are lucky; restaurants specializing in steak in Texas are plentiful. Many locals consider Perry’s Steakhouse and Grille and Texas Roadhouse to be the best. Although they both serve wonderful, steak, the differences in the menu, the service, and the overall atmosphere set them apart from one another. Perry’s Steak house offers elegant, elaborate dishes on its menu, while the food described on the menu of Texas Roadhouse is the sort which tastes best when accompanied by an ice-cold drink and a large plate of French fries....   [tags: meny, service, atmosphere, steak]

Free Essays
580 words (1.7 pages)

The Cycles of International Conflict Essay

- Wars have been waged for decades creating the world we live in today. Charles Tilly observed, “the state made war and war made the state” (qtd in Sernau, 2009, 147). However, these battles have been destructive and bloody resulting in the deaths of countless individuals. These grave consequences lead us to ask the ever problematic question, what could possibly motivate a state to engage in warfare. Fundamentally, some believe war is linked to a conflict of political and economic interests rooted in power struggles ranging from territorial and humanitarian to ideological and ethnic while others argue that war has become ingrained in our societies and economies resulting in this tenacious cycl...   [tags: International Conflict ]

Research Papers
1282 words (3.7 pages)

OSCE and International Security Essay examples

- The Organization for Security and Cooperation in Europe is a regional security based organization. This organization is unique in many ways and has been contributing to the security of its members and neighbors since 1975. The OSCE has had a busy history from the Cold War and beyond. With the end of the Cold War major shifts have come about in the area of international security that this organization primarily deals with. The OSCE is now facing a new era where it needs to convince its members that it still has a role to play....   [tags: International Government ]

Research Papers
1022 words (2.9 pages)

International Business Essay

- International Business 1. International Business is a transaction between two or more countries and is primarily based in a single country, but acquires some meaningful share of its resources or revenues (or both) from other countries. It comprises a large growing portion of the world's total business. Although it's riskier and more expensive it allows for greater variety on different products and services at lower prices. Domestic Business is a transaction within the home country; it acquires all of its resources and sales, and all of its products or services within a single country....   [tags: Culture International Relations Business]

Research Papers
1681 words (4.8 pages)

It also focuses on quality and performance through a quality policy with its suppliers considered as long term partners ("We won't tolerate less than the best") and the best services they could give. Indeed, 40% of their total costs were dedicated to high quality products and ingredients so that quality can be considered as well as a core competitive advantage for the company.
Regarding the positioning of the company, Outback Steakhouse decided to provide "not only excellent food but also a cheerful, fun, comfortable experience" to customers and since the beginning, the company selected the places to settle restaurants where there are more people in the evening ("B-locations [with] A-demographics strategy"). They focused their activity on the statement that people are willing to consume meat, especially beef but can not always afford such a product at home. Their idea was then to serve "quality steak at an affordable price" and other diversified meals to stick to consumers' taste preferences.
To get more famous and known, Outback Steakhouse used only local advertising and word of mouth methods to communicate about its restaurants. But in 1994, when Nancy Schneid arrived in the company as Outback Steakhouse's vice president of marketing, a full scale national media program was settled to advertise on the restaurants. This communication policy coincided with the expansion opportunities Outback Steakhouse met by opening many other franchisees in the early 90's.

Considering Outback Steakhouse's successful development in United States and the fact that within few years the US market would have been saturated, the company started to think about capture other markets around the world. This raises many interrogations regarding Outback Steakhouse's strategy: how to increase expertise of new markets worldwide and optimize their integration? Can a strong corporate culture be exported outside an initial market? How to increase their awareness worldwide without losing their original culture? And how to adapt their services to different cultures?
Outback Steakhouse wanted to expand its activity in the early 90's by opening 300 to 350 new stores including some with the joint venture on the Italian dining segment. This new opportunity happened at a time when demography and people's habits and ways of life changed: both parents, whose incomes have increased, are working and they more able to afford a diner at the restaurant than before. There was also an increase of franchising businesses in every sector, especially on the food industry which offered consumers more choices to experiment. These changes were at that time universal with the globalisation. The best example being the one of Mc Donald's which settled successfully in almost every single country of the planet. This major change was notably facilitated by the increase of international transportation and communication, higher educational level, women in the workforce, demographic concentration in urban areas, young people eager for new products... What is more, with the fall of communism in the early 90's, new markets became available.
Outback Steakhouse's will to settle on other markets was then fully justified but not as easy as they thought. Internationalisation represents some danger as well such as the misunderstanding of local cultures and religions, the fact that they might not find the same target as in the US in other countries and meet the problem of restrictive trade policies in some countries that might be a barrier for the company. However, Outback Steakhouse's strategy was rather prudent as they wanted then to open new restaurants step by step, continent by continent starting from Canada and South America, Hawaii, to Asia in Korea and Japan and finally to Europe through a first integration in UK.

There are few recommendations that could be given to Outback Steakhouse in order to make its internationalisation a success and to keep its strong position on the US market.
Nationally, they could increase their advertising at a national level thanks to bigger media and better integrate shareholders in the company's culture. They also might be careful about finding a good and different target market for the Italian dining segment in which they started activities thanks to a joint venture.
On the international point of view, Outback Steakhouse should maybe be careful about the legal environment of the markets on which they want to settle, try to adapt its services and offers to the different cultures they will meet and as it is suggested in the case study, choose carefully local suppliers with high quality standards before anything.
Return to 123HelpMe.com