SINCE 1988

LongHorn Steakhouse Accentuates its Sizzle Reel with ASMR Option


LongHorn Steakhouse has set out to calm the restive nerves of its holiday customers by launching “Steak ASMR” on Spotify, YouTube and the restaurant brand’s own website, the company said Monday.

The 560-unit casual-dining division of Orlando, Fla.-based Darden Restaurants Inc. found that its steak benefited from “resting,” so it offered the same option for potential customers. (It cited a study by OnePoll that found 88% Americans said the holiday season was the most stressful time of year.”

ASMR, which stands for “autonomous sensory meridian response” has been popular for several years, according to the University of Nebraska Medical Center, which calls it a term to describe a tingling, static-like, or goosebumps sensation in response to specific triggering audio or visual stimuli.

“These sensations are said to spread across the skull or down the back of the neck and, for some, down the spine or limbs. When experiencing ASMR sensations, some people report pleasant feelings of relaxation, calm, sleepiness or well-being,” the center said.

LongHorn is providing potential and existing customers with five-minute and 60-minute versions of its steaks resting and sizzling.

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