What is Customer Demographics and Target Market of Bloomin' Brands Company?

Outback Steakhouse, the largest brand, targets families and individuals in the middle to upper-middle-class income brackets. As of 2021, approximately 60% of its clientele fell within the 35-64 age range, with a significant focus on those over 50 due to their higher disposable incomes and weekday availability. The typical household income for Outback's patrons is around $75,000 annually, appealing to a broad spectrum of diners seeking casual dining experiences.

Bonefish Grill, an upscale casual seafood restaurant, aims for individuals aged 29 and above, with household incomes ranging from $50,000 to $125,000. Recent performance data from 2024 indicated challenges for Bonefish Grill, prompting menu simplifications and experience enhancements to attract more visits in 2025.

Fleming's Prime Steakhouse & Wine Bar operates in the fine dining segment, attracting customers with higher disposable incomes who seek premium dining experiences. The brand saw a positive trend in Q4 2024, with a 3.3% increase in visits per location, suggesting a successful focus on its upscale offerings.

While specific recent demographic data for Carrabba's Italian Grill is less detailed, it caters to the casual Italian dining segment. This positioning suggests an appeal to families and couples looking for a comfortable and familiar dining atmosphere, aligning with the broader customer segmentation for casual dining restaurants.

The United States represents the core of Bloomin' Brands' business, generating the vast majority of its revenue. This strong domestic presence underscores the company's deep roots and established customer base within the U.S. casual dining sector.

Beyond its U.S. stronghold, Bloomin' Brands maintains an international footprint, particularly in Brazil and South Korea with company-owned establishments. Franchising further extends its reach into various Asian markets, indicating a strategic approach to global expansion.

Outback Steakhouse, a key brand, boasts 737 locations nationwide. Cities like Cincinnati, Ohio, and Orlando, Florida, each feature six Outback Steakhouse restaurants, highlighting concentrated market penetration in specific U.S. urban areas.

In a move to optimize its portfolio, Bloomin' Brands completed the sale of 67% of its Brazil operations in December 2024, shifting these to unconsolidated franchises. This strategy aims to focus on high-performing units, as evidenced by the early 2024 closure of 41 underperforming restaurants, predominantly Outback locations.

A key acquisition strategy involves a renewed emphasis on everyday value, moving away from frequent, short-term menu promotions. This approach is designed to build consistent customer traffic and loyalty by offering reliable value, a tactic that has shown success for other casual dining establishments.

Specific brands are being revitalized; for example, Outback Steakhouse has reintroduced its 'No Rules, Just Right' campaign to re-engage diners. This initiative aims to reinforce the brand's core identity and appeal to its target audience.

The 'Dine Rewards' program serves as a central retention tool, unifying Outback Steakhouse, Carrabba's Italian Grill, Bonefish Grill, and Fleming's Prime Steakhouse & Wine Bar. This multi-brand loyalty platform offers incentives like welcome coupons and rewards for repeat visits, encouraging continued patronage across the company's brands.

Direct marketing efforts have proven effective, with a 2025 campaign by Bonefish Grill achieving a notable 19.42% redemption rate for dining card offers. This highlights the impact of personalized outreach in driving customer engagement and visits.