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Bloom-Brtands-debuts-virtual-Tender-Shack-brand-DoorDash.jpg Bloomin' Brands Inc.
Bloomin' Brands offers the new virtual Tender Shack menu solely on DoorDash in the Tampa, Fla., area.

Outback Steakhouse parent Bloomin’ Brands debuts virtual Tender Shack brand on DoorDash

New delivery-only offering is focused on Tampa, Fla., and uses Carrabba’s Italian Grill kitchens

Bloomin’ Brands Inc. is joining the ranks of casual-dining concepts that offer a virtual chicken brand, debuting Tender Shack exclusively on the third-party DoorDash delivery platform, a spokesperson confirmed Thursday.

The Tampa, Fla.-based parent to Outback Steakhouse and other brands on Thursday began offering the Tender Shack menu of chicken tenders and sandwiches prepared in the kitchens of its Carrabba’s Italian Grill casual-dining concept.

The Tender Shack is offered from all Tampa Bay-area Carrabba’s restauranta, said Cathie Koch, Bloomin’s group vice president for corporate affairs. The company has more than a dozen Carrabba’s units in the Tampa area.

“Our overall strategy remains the same; this brand test is an extension of our off-premise business as people continue to seek new and flavorful options through delivery,” Koch said in an email.


Bloomin' Brands debuted the new delivery-only chicken restaurant solely on DoorDash, according to a report in the Tampa Bay Business Journal.

DoorDash is offering the Tender Shack menu at prices ranging from $8.99 to $9.99 for meals and $25 for party platters.

The Dang Good Seasoned Tender Sandwich or Nashville Hot AF Tender Sandwich, which contain three tenders, are served with fries for $8.99.

In addition to Carrabba’s, Outback and the new virtual brand, Bloomin' owns casual-dining brands Bonefish Grill and Fleming's Prime Steakhouse and Wine Bar. The company expanded its mall-oriented fast-casual Aussie Grill to a stand-alone concept with a drive-thru in May.

In late June, Brinker International Inc. expanded its virtual It’s Just Wings brand systemwide on the DoorDash app after testing it in isolated markets.

Dallas-based Brinker, parent to the casual-dining Chili’s Grill and Bar and Maggiano’s Little Italy brands, is offering the virtual brand at 1,050 locations.

For the second quarter ended June 28, Bloomin’ Brands swung to a loss of $92.4 million, or $1.05 a share, from a profit of $29 million, or 32 cents a share, in the same period a year ago. Revenues fell 43.4%, to $578.5 million, from $1.02 billion in the prior-year quarter.

Combined same-store sales for all four Bloomin’ brands were down 63.9% in the second quarter. By brand, Outback same-store sales were down 32.9%, Carrabba’s down 36.7%, Bonefish down 56.8% and Fleming’s down 56.3%.

Bloomin’ Brands operates more than 1,450 restaurants in 47 states, Puerto Rico, Guam and 20 countries, some of which are franchise locations.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

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