Do you know what takes a brand from near extinction to eternal life? In a single word….

Courage

It’s never allowing yourself to be satisfied with your status. It’s knowing when to shake things up. It’s having the Courage to change things and move forward into the unknown. Outback Steakhouse is an incredible brand success story. A company that continues to reinvent itself in extraordinary ways. I am amazed at their journey and admire their ability to never allow themselves to settle. The organization made a commitment this past year to transform from a public company back into a private company. They never seem to get too comfortable with themselves and continue to reinvent themselves – Courage I say.

How many companies do you know that will tear it down, again and again and again?

Exactly, not too many! Courage.

Well, my wife Dee and I had dinner at Outback Steakhouse this past weekend. They have completely transformed the restaurant. What a great look. More comfortable, bit more upscale but still relaxing. A color-scheme that is warm and inviting. It’s a more daring look for Outback – I think a complete departure from their past. The staff appears to be more upbeat – almost proud like. They serve samples of sangria at the table, they have flavored water in the waiting area – in glasses none the less. Much more comfortable waiting area as well. New items, new menu and a new attitude. Most importantly the food was great. The steaks and salad were excellent. Dee tried the new Alice Springs Salad and enjoyed it very much.

Now keep in mind, that this has not been rolled-out yet in all their restaurants. In fact, as I understand it, it’s currently being showcased in one of their test restaurants and being evaluated.

In a word – Courage.