To improve login experience and reduce operational friction, Outback Steakhouse partnered with Authgear to modernize how members access their loyalty app. From simplifying sign-ins with SMS to reducing duplicate accounts and support overhead, here’s a snapshot of the key results.
At a Glance
- Login Method: Passwordless SMS
- Duplicate Accounts Reduced: 75%
- Login Friction Decrease: 97%
- Support Tickets Reduced: Significant drop in password reset requests
- User Type: Loyalty App Members
- Use Case: Membership access during high-traffic campaigns
The Challenge: Forgotten Passwords and Duplicated Accounts
Outback Steakhouse, a well-loved Australian-inspired restaurant chain with over 10 locations across Hong Kong, operates a mobile membership app where diners earn rewards, unlock discounts, and track loyalty points. However, their previous authentication system led to key user experience and operational issues:
- Customers frequently forgot passwords due to infrequent logins, especially during high-demand promotions.
- The system allowed duplicate accounts, forcing users to create new profiles for tier upgrades, resulting in confusion and fragmented data.
- Login failures during peak traffic periods led to missed conversions and increased churn at critical campaign moments.
The Solution: A Scalable, Passwordless Experience with Authgear
Outback adopted Authgear to deliver a smoother, more reliable login experience for both users and internal teams.
- Passwordless SMS Login
Users now sign in quickly with SMS-based one-time codes. No passwords to remember, and conversion stays high during peak promotions. - Account Unification
By consolidating user identities around phone numbers, duplicate accounts were eliminated. Returning users are automatically matched to the correct profile, while outdated or conflicting accounts are merged. - Reliable Performance at Scale
Authgear’s event-safe OTP delivery and rate-limiting keep logins stable during spikes in campaign traffic. - Seamless Upgrade Path
Users can upgrade their membership tier within the same account, keeping their points, history, and rewards intact—no new registration required. - Fraud Controls
Anomaly detection and abuse prevention mechanisms, such as device signals and OTP throttling, maintain security without adding user friction.
The Results: Simpler Login, Better Growth
Outback’s loyalty platform now delivers a faster and more reliable experience, backed by a secure and scalable authentication layer.
- Increased monthly sign-ups as new users onboard with SMS in seconds
- 75% reduction in duplicate accounts, leading to cleaner CRM and less user confusion
- 97% decrease in login friction, with most users signing in with one tap
- Lower support volume, with fewer password reset and account confusion tickets
Outback Steakhouse now delivers a frictionless membership experience that keeps loyal diners engaged and marketing campaigns running smoothly.
