How A Blizzard Caused LongHorn Steakhouse To Explode In Popularity - Tasting Table

"In January of 1982, George McKerrow, Jr. was struggling to keep the first LongHorn Steakhouse afloat. Having opened just a year earlier, the restaurant was still trying to establish itself in a competitive market, and early traffic had been slow. When the snowstorm halted the city, the restaurant decided to keep its doors open. The decision might have seemed questionable to higher-ups at the time, but enterprising employees posted a simple sign outside that read "Drinks $1 While It Snows.""

"It was a surprising success. Drivers who were unable to move poured in from the storm, ordered drinks, and started nibbling on sizzling steaks. What began as a refuge quickly turned into a discovery as customers found an affordable, approachable steakhouse with a lively, honky-tonk atmosphere worth returning to. Soon, word spread about the straight-forward menu, and the story of the storm's special took on a life of its own."

"Unexpectedly, the blizzard - which has since become known as Snow Jam '82 - saved LongHorn Steakhouse as word-of-mouth advertising brought in the business the restaurant was desperately seeking. With renewed momentum and a growing reputation, a second restaurant opened just under two years later, and it, too, became a popular dining destination. The brand leaned into its casual steakhouse identity while focusing on consistency, quality, and a welcoming environment which could be replicated as it expanded."

"Within a decade, the portfolio grew to 19 restaurants, and LongHorn Steakhouse went public in 1992. Today, the chain boasts over 600 locations across the United States."

LongHorn Steakhouse opened in 1981 and struggled to attract steady traffic in a competitive market. In January 1982, a multi-day blizzard halted movement in Atlanta, threatening the restaurant’s survival. The restaurant stayed open and used a simple outside sign offering drinks for $1 while it snowed. Drivers unable to leave stopped in, ordered drinks, and began eating sizzling steaks. The storm special became a refuge and then a discovery, leading customers to return for an affordable, approachable steakhouse with a lively atmosphere. Word spread, helping the business gain momentum, open a second location, and expand to 19 restaurants within a decade, eventually going public in 1992 and reaching over 600 locations nationwide.

Read at Tasting Table