Ended Outback Steakhouse agency; Kuangda launches its own brand American Steakhouse

▲Kuangda Foods introduces its own brand American Steakhouse, re-entering the steak market.

Reported and photographed by Huang Shiyuan / Taipei

Outback Steakhouse, operated in Taiwan by Kuangda Foods, recently announced that their partnership would only last until March 31. Unexpectedly, within less than half a month, Kuangda quickly launched a new brand, “American Steakhouse,” at the original four Outback locations, offering similar steak and other American-style meals. Steak prices range from NT$580 to NT$1,380, while other menu items are priced between NT$190 and NT$1,280.

As for why the partnership with Outback Steakhouse ended, Sun Daqiang, founder of Kuangda Foods, explained that it was mainly to adapt to local market competition in Taiwan. As an agency for a foreign brand, every decision had to go through layers of approval by the original manufacturer—even adding a new menu item required consent, which could make it hard to keep up with the ever-changing market.

%The American Steakhouse offers a limited-time slow-roasted premium ribeye steak on holidays, an exclusive delicacy not available at other restaurants in the same category. The whole ribeye is slow-roasted for six to seven hours and hand-sliced by the chef before serving.




▲Sun Daqiang, founder of Kuangda Foods.

Regarding the increasingly polarized steak market, Sun Daqiang isn’t worried about mid-priced steaks losing appeal. He believes that premium steaks are not affordable for everyone, and he hopes to lower the entry barrier so more people can enjoy delicious steaks. Sun said that after ending the partnership with the U.S. brand, the licensing fees previously paid to them can now be passed on to consumers in the form of better quality.

Lyu Lanxin, general manager of the Dunbei branch of American Steakhouse, also pointed out that the current menu and pricing of the new brand American Steakhouse haven’t changed much compared to Outback. However, the savings on licensing fees will be used to purchase better-quality meat, so the overall quality of meals is improved. That said, since the Outback agency has ended, even though the menu doesn’t feel very different, the flavors have changed significantly.


▲Surprise Beef Burger.

Additionally, as an independent brand, American Steakhouse has more flexibility in selecting types of beef. Lyu Lanxin said that previously, as part of a branded agency, only Australian beef could be used. Now, most of the beef comes from the U.S. Choice grade, and depending on personal preferences and menu design, beef from other countries and breeds may also be imported.


▲Sirloin Lobster Tail Combo.


▲Kaiser Creamy Seafood Fettuccine.


▲American Appetizer Combo.


▲Sirloin Porcini Risotto.

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