Applebooze had its best quarter in 14 years thanks to ‘Dollaritas’ and drunk food
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.
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.
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