RISE - Menu Monitor

LongHorn Steakhouse
Headquarters
5900 Lake Ellenor Dr., Orlando, Florida 32809 USA
Tel: (407)245-4000 Fax: (407)245-5389
www.longhornsteakhouse.com
Ownership: Private
Segment: Full Service Steak
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 774,000 673,600 584,252
Company-owned ($000) 762,000 666,100 578,252
Franchised ($000) 12,000 7,500 6,000
U.S. Number of Units 270 247 213
Company-owned 266 243 210
Franchised 4 4 3
International Sales ($000) 13,975 11,000 6,000
International Units 4 4 3
Average Sales/Unit ($000) 3,469 2,958 2,886
Concept Positioning |
LongHorn Steakhouse is a full-service casual-dining steak concept that serves lunch and dinner. LongHorn specializes in
freshly cut choice beef that is cooked on a flat top griddle to sear in the natural juices and flavor. Darden Restaurants, Inc. is
the parent company of LongHorn.
Units are either freestanding or located in shopping centers. They average 5,100 sq. ft. and seat 198. Restaurants are
decorated with Old West memorabilia to recreate the atmosphere of a Western-style steakhouse. A newer prototype has an
expanded kitchen design to accommodate equipment needed to broaden its menu. The chain is renovating older units, making
both interior and exterior upgrades.
The first Longhorn Steakhouse opened in 1981. George McKerrow, Jr., a partner in the deal, lost his original partner's financial
support midway through construction, so his father, George McKerrow, Sr., took over the investment and incorporated the
business in December 1982. In 1997, the corporate name was changed to RARE Hospitality International, Inc. to better reflect
the company’s diversity of concepts. RARE Hospitality owns and franchises more than 300 restaurants, including Bugaboo
Creek Steakhouse and The Capital Grille. The company has not disclosed future expansion plans.
Menu Positioning |
LongHorn Steakhouse's menu features appetizers, soups, chicken, steaks, seafood, ribs, chops, sandwiches, combos, sides,
desserts and beverages for lunch and dinner. Signature items include the 7- and 9-oz. beef filets, Portabella Chicken, Wild
West Shrimp and LongHorn Salmon Steak. Steaks are served topped with a lemon butter sauce. The company ages its beef
in a special proprietary process. Sides, such as sautéed mushrooms, grilled onions, half rack of ribs and skewer of shrimp can
be added to entrées for an additional price. Other sides include brandied cinnamon apples, sweet potatoes with cinnamon and
butter, sliced tomatoes, jalapeño coleslaw and french fries. Restaurants provide full bar service. A kids’ menu is also available.
Menu prices range from $2.79–$20.49 and checks average $15.
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