Outback Steakhouse cares that it’s No. 1 in customer satisfaction, even if you don’t

But pretend you care and you can get a free Bloomin’ Onion in a campaign from Mischief, the chain’s new agency

Published On
Nov 16, 2023
Social ad that reads "We don't care that you don't care that we won an award for caring about you"

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Employing an amusing have-your-cake-and-eat-it-too tactic, Outback Steakhouse is running new ads from Mischief that play up—while also humorously undercutting—the chain’s recent triumph in a customer satisfaction survey.

Outback ranked No. 1 in the 2023 American Customer Satisfaction Index (ACSI) survey for overall satisfaction, food and beverage quality and menu variety. This was surely exciting news for the chain.

But how to communicate that without looking braggy? 


Having the basic sense to recognize that your brand is not at the center of any customer’s universe is always a good thing. This work acknowledges that in a fun way, particularly the part urging people to use #SoProudOfOutback (presumably sarcastically) in their social posts through Nov. 22 to get a free Bloomin’ Onion.

Undercutting marketing norms like this just makes the brand feel more fun, and the honesty will be more relatable to real people—who actually might care, just a little, about customer satisfaction data, but not to the degree most brands would assume.

“Outback topping a nationwide customer satisfaction list is something to celebrate for all who work there, but much like advertising awards, the general public just doesn’t care,” said James Leake, associate creative director at Mischief. “We wanted to be self-aware and honest about consumers’ apathy, so we said what everyone was thinking, then added in a tasteful bribe to motivate them to celebrate with us.”

Outback social ad that reads: "Proudly number one in customer satisfaction. We care as much as you don't."

“We don’t care that you don’t care that we won an award for caring about you—we still care anyway,” said Brett Patterson, president of Outback Steakhouse. “But just so you understand, the ACSI survey is a huge recognition in our industry and demonstrates our dedication to customer satisfaction, hospitality and menu innovation. It’s a big deal for us. And an even better deal for you, if you pretend to care.”

Mischief recently became Outback Steakhouse's creative agency of record, without a pitch. The two collaborated on a brand partnership with Netflix for “Glass Onion: A Knives Out Mystery” last year.


Nov 16, 2023
Client :
Outback Steakhouse
Agency :
VP Marketing :
Joe Culella
Director of Brand Marketing :
Leah Burgess
Creative Services Manager :
Alyssa Lincoln
Social Media Manager :
Kaya Tarver
Co-Founder & CCO :
Greg Hahn
Partner & President :
Kerry McKibbin
Partner & Executive Creative Director :
Bianca Guimaraes
Partner & Executive Creative Director :
Kevin Mulroy
Associate Creative Director :
Dylan Wagman
Associate Creative Director :
James Leake
Senior Producer :
Tati Lanier
Editor :
Kevin Tian
EVP Production :
Will Dempster
Business Manager :
Elly Lupi
Account Director :
Sam Crawford
Account Executive :
Aerin Glover
Partner & Head of Strategy :
Jeff McCrory
Strategy Director :
Hannah Newport
Partner & Head of Development :
Oliver McAteer
Production Company :
Hsubox Productions
Director :
Law Chen
Executive Producer :
Jonathan Hsu
Director of Photography :
Tinx Chan
Props Master :
Jennifer R. Zhou

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