"Sold 20 Million Units in 10 Years"... The 'This Menu' Driving Outback's Sales

'Black Label Steak' Remains the Undisputed No. 1 Steak
Accounts for 25% of All Menu Sales

Outback Steakhouse (hereinafter Outback) announced on the 5th that its 'Black Label Steak' has surpassed 20 million units sold in 10 years since its launch.

The 'Black Label Steak' is a representative signature menu item that accounts for about 25% of total sales at Outback. Since its release in 2015, it has never lost its number one position in steak sales for 10 years.

Outback 'Black Label Steak'. Outback

Outback cited the high 'value for money' (psychological satisfaction relative to price) as the secret to the popularity of the 'Black Label Steak.' The 'Black Label Steak' is served with bread, soup, drinks, and side dishes, making it a rich offering for the price. Since last year, the introduction of the Black Premium Plate, which allows customers to enjoy the steak at the optimal temperature, has also drawn positive responses.

Outback continuously enhances the taste and quality of the 'Black Label Steak' seasonally and makes various attempts such as renewing the menu three times a year. In particular, pairings with premium ingredients like lobster, shrimp, and provolone cheese & onion (flamb? service) are also gaining popularity.

An Outback representative said, "We have been constantly researching for the past 10 years to improve the best taste and quality of the Black Label Steak," adding, "We will continue to do our best to provide customers with a valuable experience through Outback’s unique taste, quality, and service that cannot be experienced elsewhere."