As a company working to compete in today's digital age, the challenge was clear and not unlike the challenge facing all companies in this day and age. Changing customer expectations, increased use of digital, and the need to remain competitive while serving customers in any fashion they prefer are all driving factors behind Bloomin' Brands drive to digital transformation. Ultimately, Bloomin' Brands wanted to better serve their users by allowing them to seamlessly place curbside or delivery orders, while also allowing customers to join and utilize their rewards program. Beginning with the company's signature and largest brand, Outback Steakhouse, the company needed to find a way to quickly advance its digital presence and ability to serve customers outside of the restaurants. Then factor in the complexities and added pressures that COVID placed on the business, and the need to modernize was mandatory. Although Outback did have a dedicated mobile app at the time, it was clunky and linked out to an external site for ordering, the need for a new digital experience was clear. It was apparent that the brand needed to provide a true omni-channel experience and an integrated Dine Rewards experience for guests.

Bottle Rocket accelerated digital transformation efforts and advanced the company's use of digital properties to serve customers. The team designed and built a new native app with fully integrated ordering (curbside, delivery, and dine-in), a seamless Dine Rewards loyalty experience, and a true omni-channel architecture. The transformation would later span multiple restaurant concepts across the Bloomin' Brands portfolio.