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Outback's parent to introduce cross-brand loyalty program

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Bloomin' Brands, the parent company of Outback, Carrabba’s, Bonefish Grill and Fleming’s, says it plans to introduce a loyalty program in July that will reward consumers for visiting any of the chains.

“The concept is simple,” Liz Smith, CEO of Bloomin’ Brands, told financial analysts yesterday. “After three visits to any of our brands, customers earn up to 50 percent off their next visit.”

The Dine Rewards program should lift sales by 1 to 2 percent, Smith said, citing the results of tests in six markets.

Smith said the program has been in test since 2013.

“You really have to understand how it works and what incremental traffic it's driving,” Smith said.

The extensive testing has confirmed that the program delivers incremental sales, she indicated.

Smith said the initiative is part of Bloomin's strategy to boost comparable-store sales. All four of the company's casual-dining chains posted declines in domestic same-store sales for the fourth quarter of 2015.

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