Applebee’s knows the way to America’s heart is through our collective blood alcohol level. The restaurant chain was on life support not too long ago, with several chains closing due to Applebee’s struggle to reach the millennial diner. Applebee’s was a punching bag for millennials who favored hipper chains with more street cred.
And then the chain started giving the people what they want. Check out these headlines from promotions Applebee’s ran this year.
The result: sales were up 5.5% in the first nine months of 2018.
Via Business Insider:
The Dollarita kicked off a cheap-drinks revolution at Applebee’s, with new $1 to $3 limited-time beverages rolling out every month.
“I love that line, Jack Nicholson in ‘The Shining,’ ‘We’re back!'” Steve Joyce, the CEO of parent company Dine Brands, told Business Insider in November.
Joyce says that the comeback will continue in 2019. Food costs are set to drop due to tariffs, and Applebee’s is doubling down on delivery, with hope to bring off-venue sales to 20% of sales, up from 10%.
Long live the king.
[h/t Business Insider]