• by Teresa Buyikian , April 25, 2024

We all have that (at least one) flaky friend -- the one that commits to plans and cancels last minute, or just doesn’t show up at all.

Outback Steakhouse may have a solution, at least when it comes to dining at Outback. The chain has launched Mate Day on May 8 at the restaurant, where diners are encouraged to come in with their friends and make it “a day dedicated to friendship and being a good mate.”

Yet the chain found in a recent survey that “72% of Americans have had friends cancel plans on them, which leaves most people dining at home alone.” With only “19% of people report(ing) that they were confident enough to dine solo,” a solution was needed for those with, well, shitty friends.

In response, the restaurant, along with agency Mischief, has launched a new TV, video and social campaign touting the “Replace Mates” contest, where diners can enter to win a chance to dine free with a “Replace Mate.” Who are these Replace Mates? Actors, of course.

The spot, seen here, opens on what appears to be a couple of girlfriends catching up at Outback over the chain’s Bloomin’ Onion. A voiceover invites customers to Mate’s Day with “So come eat with your best mate, like Tess and Jane.”

 “I’ve talked about my kids, right?” says Tess and, as she start to discuss them, it’s apparent she has forgotten her third child’s name. Forgoing a prompt from her friend, Tess proceeds to go into a series of deep breathing and vocal exercises. The voiceover continues, “Except, this isn’t Tess, this is a method actor we hired to fill in for Jane’s flaky friend who can’t make Mate Day.” The actor/faux Tess then repeats, “Have I mentioned my three kids? They are thriving.”

The voiceover invites the viewer to enter for a chance to dine with a “Replace Mate,” an actor who will join them at Outback on Mates Day for a free meal. Consumers are encouraged to tag their “flakiest friend” on Instagram, Facebook, X or TikTok for a chance to win that dinner.

If said winner actually prefers their own company or if their flaky friend actually decides to show up,  the grand prize winner may instead choose a $500 Outback gift card. The chain also said it will “award $100 and $50 gift cards to soften the blow of being bailed on.”

Commemorative Mate Day 20224 pins will also be awarded to a limited number of customers who visit Outback on Mate Day.