The restaurant industry has been struggling to find ways to get customers excited.
Many chains are dealing with declining sales and customer traffic.
And Outback Steakhouse just delivered one devastating blow that has chain restaurants scrambling.
Outback brings back viral shark cocktail that took social media by storm
While other restaurant chains struggle to create buzz, Outback Steakhouse is bringing back one of their most popular menu items that originally went viral on social media.
The Australian-themed steakhouse chain announced it’s bringing back its wildly popular Aussie JAWSsie cocktail that originally went viral on social media for what the company calls its "dangerously delicious flavor."¹
This isn’t just another menu addition.
It’s a smart business move that shows how restaurants can use creative marketing to drive customer traffic.
The Aussie JAWSsie comes crafted with New Amsterdam Raspberry Vodka, Blue Curacao, citrus juices, and grenadine – but here’s what makes it special.
The drink is served with a keepsake shark that pours grenadine from its mouth, creating a colorful presentation that’s perfect for social media.²
The interactive presentation is exactly the kind of thing that gets people posting photos and videos on social media.
It’s the type of experience that makes customers want to visit the restaurant and share it with their friends.
Outback knows that in today’s market, you need to give people something worth talking about.
The chain is also offering the "Sharkey Temple" for non-drinkers – a playful mix of Sprite and grenadine that comes with the same shark presentation.³
Restaurant chain shows how to create customer excitement
The timing of this announcement shows Outback understands how to capitalize on popular culture trends.
The chain is hosting "Aussie JAWSsie Takeovers" at select locations during "the popular week when sharks hit the small screen" – July 14-17 and July 21-24, but only Monday through Thursday from 4 to 6 p.m.⁴
That’s a direct tie-in to Shark Week, one of the most popular programming events of the summer.
During these events, guests can enjoy the Aussie JAWSsie for just $8.99, get 50% off all appetizers (called "Aussie-tizers") including their iconic Bloomin’ Onion, and sip $8 classic cocktails all day long.⁵
The company is even encouraging customers to download their app to RSVP for these shark-themed celebrations.
This is how you build customer loyalty in a competitive market – by creating experiences that people actually want to participate in.
The limited time window of 4 to 6 p.m. creates urgency while targeting the happy hour crowd when restaurants typically see slower business.
It’s a smart way to drive traffic during off-peak hours while creating a special event atmosphere.
Outback’s strategy shows the power of social media marketing
The response to Outback’s JAWSsie announcement shows just how effective creative marketing can be in the restaurant industry.
The drink originally went viral on social media because people were excited about something that was genuinely entertaining.
The visual appeal of the shark pouring grenadine combined with the interactive element created perfect social media content.
People didn’t just order the drink – they filmed it, posted it, and shared it with their followers.
That’s the kind of organic marketing that money can’t buy.
The chain’s focus on what they call "Aussie hospitality" and creating experiences where people can gather and enjoy themselves shows they understand what customers really want.⁶
They want to feel like they’re getting something special for their money.
The JAWSsie promotion gives them exactly that – an experience they can’t get at home or at most other restaurants.
Smart business move shows how to stand out in crowded market
Other restaurant chains should take notes from Outback’s playbook.
While many competitors focus on price wars and discounting, Outback is generating buzz and driving traffic with creative marketing that gives customers a reason to visit.
The JAWSsie is available for a limited time only through the end of summer, giving the chain months of social media content and customer engagement.⁷
They’re encouraging people to follow them on Instagram and TikTok "to join the fun" – creating ongoing customer relationships beyond just the dining experience.
This is exactly the kind of marketing that resonates with customers who have countless dining options.
The shark theme ties perfectly into summer entertainment and gives people something to talk about.
It’s marketing that creates memorable experiences instead of just pushing products.
The restaurant industry is more competitive than ever, with customers being more selective about where they spend their money.
Outback’s JAWSsie promotion shows how creative thinking can cut through the noise and give customers a compelling reason to choose your restaurant.
Other chains that are struggling with declining sales should pay attention to this approach.
Instead of just competing on price, Outback is competing on experience and entertainment value.
The promotion shows that customers are willing to pay for something special – they just need to believe they’re getting value for their money.
With the JAWSsie priced at $8.99 during the special takeover events (regular pricing may vary) and classic cocktails at $8 all day, Outback is offering competitive pricing while delivering something unique that customers can’t find elsewhere.
That’s the winning formula that every restaurant chain should be trying to replicate.
¹ Outback Steakhouse, "Outback Steakhouse Makes a Splash with Return of the Aussie JAWSsie Cocktail and New Mocktail," PR Newswire, July 9, 2025.
² Ibid.
³ Ibid.
⁴ Ibid.
⁵ Ibid.
⁶ Ibid.
⁷ Ibid.