Despite pressure from competing food options, Applebee’s is still eatin’ good in the neighborhood. The chain posted a same-store sales increase of 7.7% this past quarter — and it’s all thanks to its dollar drink specials.
Applebee’s said it best: “more like Applebeers.”
Come for the Dollarita, stay for the Quesadilla Burger
Convenient food delivery from Uber Eats and fast-casual dining at chains like Chipotle have eaten away at business for sit-down restaurants: Industrywide, restaurant traffic fell 1.2% last quarter.
So, Applebee’s rolled out deals that customers couldn’t refuse, AKA, the dangerously delicious Dollarita, a $1 booze-bomb.
Applebee’s President John Cywinski says that, “Because [customers] are getting a great value on the beverage side, they tend to be ordering desserts and appetizers.”
(Let’s be honest, those Cheesecake Dessert Shooters just taste better after 3 or 7 Dollaritas.)
Drunk decisions are good for business
Applebee’s same-store sales increased 7.7% last quarter (compared to the 1.2% industry average), its 4th consecutive quarter of growth.
With stock in parent company Dine Brands up a tasty 70% on the year, Applebee’s is going to great lengths to continue winning the business of margarita-crazed millennials — including “fusion” creations (like its Grilled Chicken Wonton Tacos) designed to cater to evolving food preferences.