My '07 Outback wasn't that impressive when new either. They say (the dealers) that the engine computer requires at least 1000 miles before it can "average out" and "fine tune" the engine fuel mix to your driving style. I can tell you, that after owning my car since last October, that the mpg has climbed steadily month by month, and now it is very common to see 28-30mpg on the highway, and 23-24 city, depending to a large extent on how "lead-footed" I am.
Here's a few things to look at:
As has been mentioned, ETHANOL blends are a real killer. You can expect about a 10% drop in mpg with E85. Ethanol simply does not have the energy content of regular gas, so you have to burn more of it to equal the same mileage. If you have a choice, avoid ethanol...stick with 100% gas.
What is the tire pressure in your tires? If they are even a tad low, they cause higher rolling resistance, and worse mpg. I inflated all four of mine to 38psi. (yeah, I know: that causes a rougher ride. But the mpg goes up....) (I'm not suggesting that you do this...do so at your own discretion and risk...)
"Stop and go" style driving causes havoc with mpg...if you have a lot of red lights in your city, that would certainly be a cause...
If you do any "60+" high speed freeway driving....avoid putting a "cargo" carrier on the roof. The increased drag sitting up there in the wind will burn up extra fuel...
Brand-new vehicles will have brake pads (and shoes) that often drag a little on the wheels until they are broke in. That problem will fix itself after a couple thousand miles...
Don't be too concerned as yet....the mpg will go up naturally as the vehicle breaks in...which as another poster suggested would likely be around 3000-5000 miles or so. Remember: I was disappointed in my Subi at first too...but now I really like it. Hang in there...it will get better...
Bud