What comes to mind when you think of America’s iconicsteakhouse chains?
You’re probably immediately thinking of popular ones like Outback Steakhouse, LongHorn Steakhouse, or Ruth’s Chris.
One steakhouse chain that has quietly risen to the top of the industry isTexas Roadhouse.
Photo: Adobe Stock. Design: Joe Heroun / Eat This Not That
That counts for a lot.
But how exactly did Texas Roadhouse quietly become America’s biggest steakhouse chain?
It does this by keeping its prices on steak fairly low.
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The restaurant will even sell steaks often for below market value just for that reason.
The chain continues to generate positive traffic, despite some of its competitors reporting negative trends.
The introduction of Roadhouse Pay
Over 600 of the chain’s locations now offer something calledRoadhouse Pay.
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This allows guests to pay their bills and leave when they’d like via tablets.
Servers also make more money with Roadhouse Pay.
Texas Roadhouse unveiled the feature at 400 additional restaurant locations last summer.
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Servers must upsell
One of the restaurant’sstrict rulesis that add-ons are always offered from your server.
All of these little add-ons will tack on a small but significant increase to your overall bill.
Your server is required to ask each time for that reason.
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verify you ask for smothered, loaded, and kickers (for margaritas)," said one commenter.
“Upsell, upsell, upsell!!!!”
Fun atmosphere
Texas Roadhouse is known for its lively andfun atmosphere.
Texas Roadhouse / Facebook
‘In short, Taylor created a company where every person had a stake in its success.
A thoughtful expansion strategy
Texas Roadhouse has been strategic when it comes to itsexpansion strategy.
This has allowed it to continue growing while maintaining a strong connection with its customer base.
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Success in smaller marketshas also contributed to Texas Roadhouse’s massive expansion.
The chain originally focused on medium-sized cities.
However, in recent years the restaurant has edged into smaller markets with populations between 40,000 and 60,000.
And that’s been a winning been a winning bet for them.
