Fill your empty tables with your competitor’s customers

Texas Roadhouse has momentum. In Upside's latest Steak Wars survey of diners in Orlando, Dallas–Fort Worth and Houston, 77% said they visited Texas Roadhouse in the past year, up from 70% in October 2025.

But reach isn't loyalty. Texas Roadhouse is the go-to steakhouse for 45% of diners, flat year over year, while LongHorn grew from 17% to 19%. The share left to win is sitting at someone else's table.

Over half of diners belong to your competition

55% of surveyed diners are either new or lapsed with Texas Roadhouse or loyal to a rival. 23% didn't visit Texas Roadhouse at all in the past year. Another 32% did visit, but name a different steakhouse as their go-to. LongHorn is the most common “home” brand for that second group, and 60% of all Texas Roadhouse visitors also visited Outback or LongHorn.

These guests are already out spending on steak. They're just spending it across multiple brands.

On the fence, and ready to tip

These diners compare near-identical options, and value decides. Half (50%) rank price for value as a top-two factor. 76% say a cash-back offer would make them likely to try a steakhouse they don't usually visit, up from 63% last year. Among diners who are new, lapsed or loyal to a rival, the number is about three in four.

“I do think that most people would be more inclined to frequent casual steakhouses if there was some type of discount or promotion at least to get new customers in the door.” — Upside user, Dallas–Fort Worth

“If two restaurants have same entrees or combinations at a more reasonable price or discount, we would give them more business” — Upside user, Orlando

How Upside fills capacity with guests who visit your competition

Upside is a digital marketplace that connects more than 100K retailers with nearby customers through personalized, one-to-one cash back. It reaches diners while they're still deciding where to eat, including new, lapsed and competitor-loyal guests who aren't in your database yet, and it tips the scale toward Texas Roadhouse for the ones on the fence. Offers are margin-bound and measured test-vs-control, so you see the incremental visits, dollars and margin earned. You can aim them at the days, dayparts and locations where you have seats to fill.

These guests are the “uncommitted majority”: customers who visit a restaurant less than once every two months, who make up 71% of restaurant customers and about 70% of revenue. Win their next visit, again and again, and a lapsed guest becomes a regular.

In a competitive category like steakhouses, Upside tips the scale and fills your next open table with a guest who was eating somewhere else.

Talk to our restaurant team about filling your slowest dayparts → book a demo