Why Is It Called LongHorn Steakhouse?
Because its founder wanted an Atlanta steakhouse that felt like a Texas saloon, and nothing says Texas cattle country like a longhorn steer. It opened in 1981 as LongHorn Steaks Restaurant and Saloon.
That surprises a lot of people. LongHorn is a Georgia brand through and through, and today it is run from Orlando by its parent company.
A Texas idea, opened in Atlanta
McKerrow had worked in restaurants before starting his own, including a spell with the Victoria Station steakhouse group. He has said the concept was modeled on a Texas place called Hoffbrau Steak, a no frills honky tonk steakhouse. He brought that idea east and opened it in a small building on a sharp curve of Peachtree in Atlanta.
The timing mattered too. The early 1980s were the height of the Urban Cowboy craze, when country music, cowboy boots and Western bars were everywhere. A steakhouse named after a Texas steer, with a saloon in the title, fit the moment perfectly.
| Part of the name | What it signaled |
|---|---|
| LongHorn | Texas cattle, cattle drives and a Western theme |
| Steaks | A straightforward place for a steak dinner |
| Restaurant and Saloon | A relaxed bar atmosphere, not a formal steakhouse |
The founding group was George McKerrow Jr., his father George McKerrow Sr., Bill Norman and Bill Dukes. The saloon part of the name was dropped as the brand grew, and today it trades as LongHorn Steakhouse.
The snowstorm that saved it
The first months were slow. Then, in January 1982, a snowstorm hit Atlanta earlier and harder than forecast, and thousands of commuters were stranded on the roads. The storm became known as Snow Jam 82.
LongHorn put up a sign offering one dollar drinks for as long as it kept snowing, along with food specials for stranded drivers. A local newspaper columnist wrote about it, people remembered the place that looked after them, and business finally took off.
From one saloon to nearly 600 restaurants
| Year | What happened |
|---|---|
| 1981 | LongHorn Steaks Restaurant and Saloon opens on Peachtree Street, Atlanta |
| 1982 | Snow Jam 82 puts the restaurant on the map |
| 1992 | The company goes public |
| Later 1990s | The parent company is renamed RARE Hospitality and adds The Capital Grille |
| 2007 | Darden Restaurants buys RARE Hospitality in a deal worth about 1.4 billion dollars, when there are 287 LongHorns |
| Today | Nearly 600 restaurants, run from Darden’s head office in Orlando, Florida |
McKerrow retired from the company in 2001 and later co-founded Ted’s Montana Grill with media owner Ted Turner. Darden also owns Olive Garden, and current prices for both are on the LongHorn Steakhouse menu and the Olive Garden menu.
What about Flo’s Filet?
Flo’s Filet, the chain’s best known steak, has been on the menu almost from the start. LongHorn does not explain the name on its own website, but the story most often told is that it honors a former server named Flo who loved the cut. Where LongHorn’s beef comes from and how the steaks are cooked is covered in where LongHorn gets its steaks.
Related Questions
Why is it called LongHorn Steakhouse?
It is named after the Texas Longhorn, the cattle breed known for its long spreading horns. Founder George McKerrow Jr. wanted a steakhouse with a Texas saloon feel, so the first restaurant opened in 1981 as LongHorn Steaks Restaurant and Saloon.
Is LongHorn Steakhouse from Texas?
No. Despite the Texas theme, LongHorn started in Atlanta, Georgia, on Peachtree Street in 1981. It is now run from Orlando, Florida, where its parent company Darden Restaurants is based.
Who founded LongHorn Steakhouse?
George McKerrow Jr. founded it with his father George McKerrow Sr., Bill Norman and Bill Dukes. The first restaurant opened on 10 August 1981 in Atlanta.
What was LongHorn’s original name?
LongHorn Steaks Restaurant and Saloon. The saloon part was dropped as the chain grew, and it now trades as LongHorn Steakhouse.
What was Snow Jam 82?
A January 1982 snowstorm that stranded thousands of commuters in Atlanta. LongHorn offered one dollar drinks for as long as it snowed, a newspaper column spread the word, and the struggling restaurant finally became busy.
Who is Flo in Flo’s Filet?
LongHorn has not officially explained it, but the story usually told is that the steak is named after a former server called Flo who loved the cut. The filet has been on the menu since the early years.
More on LongHorn
About this guide. USA Food Menu is an independent reference site and is not affiliated with LongHorn Steakhouse or Darden Restaurants. History details come from published interviews with the founder, Darden announcements and news reporting. Current prices are on the LongHorn Steakhouse menu.
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