Bloomin’ Launches its Own Virtual Chicken Brand

This article was written by Danny Klein with FSR Magazine

Bloomin’ Brands has joined the virtual movement. The Outback Steakhouse parent recently launched a delivery-only brand through DoorDash—as category competitor Chili’s did in June—in its home market of Tampa Bay, Florida. And also like Chili’s and its wings concept, Bloomin’s virtual debut will focus on chicken.

Called “Tender Shack,” Bloomin’ activated the brand out of a Carrabba’s Italian Grill Thursday on the aggregator platform. According to the Tampa Bay Business Journal, Tender Shack will be delivered via DoorDash from Carrabba’s throughout the area. Bloomin’ directs Fleming’s and Bonefish as well.

“This is a test in the initial stages,” Elizabeth Watts, Bloomin’s director of media and community relations,” said in an email to FSR. “We are optimistic about this new off-premises opportunity and excited to work with DoorDash, who has been a great strategic partner.

The menu includes combos, tenders, sandwiches, “party tenders,” signature sauces, fries and desserts, and drinks.

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