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New strategy for US steakhouse chain
US steakhouse chain Outback, which operates more than 1,200 restaurants worldwide, has fresh plans for 2003, including new restaurant openings, new menus and a new offering in the overseas market.
From next month, 700 Outback restaurants in the United States will offer Asian cuisine on their menus. Dim sum, fried crab and seafood with Thai sauce will compliment the existing menu of steak, pork, chicken and pasta. Restaurants outside the US, will change menus from July 2003.
Tim Gannon, co-founder of New Orleans-based Outback Steakhouse inc., announced the group's plans in Bangkok, where it operates a restaurant in the Siam Discovery Centre.
'Asian food is healthy, with high nutrition and good taste. It has gained more popularity among customers in the world market, particularly Americans, surpassing French or Italian dishes in the past five years.'
Gannon expects the Asian dishes to generate 5-10% of Outback's revenues. The group realised sales of $2.4 billion in 2002, a figure expected to increase to $2.7 billion by the end of this year.
Michael Coble, President and Chief Executive of Outback, said the company was considering introducing its Italian dining restaurant concept, Carrabba's to the overseas market in the next two years. It also plans to open a further 100 restaurants worldwide.
The group currently has seven brands in its portfolio, including Carrabba's, Fleming's, Roy's, Lee Roy Selmon's, Cheeseburger in Paradise, Bonefish Grill and Outback.
25 Carrabba's restaurants and several Cheeseburger Paradise outlets will be opened while Outback will open in 30 new sites across the US and 18 overseas.
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