It starts with a scene that feels familiar: dining rooms that once hummed with chatter have gone quiet, and every dollar is stretched further than before. That’s where Applebee’s found itself, searching for a way to win back diners looking for value without feeling cheap.
The shift came through Applebee’s promotion strategy. Not a gimmicky, one-off push, but a smarter play built on timing, cultural relevance, and choice. The payoff? In Q2 2025, Applebee’s posted its first same-store sales lift in nearly two years, a 4.9% jump. It wasn’t luck. It was value-driven menus, fresh marketing energy, and a sharper sense of what people wanted.
A menu that blends value with curiosity
Applebee’s went back to one of its classics: the Two-for-$25 deal. Instead of letting it go stale, they layered in new entrées each quarter. Think Sizzlin’ Skillets or Chicken Parmesan Fettuccine, comfort foods with a twist. That constant refresh pulled in regulars and price-conscious guests while tempting the adventurous. It worked. Traffic surged, giving sales the lift they needed.
Social buzz built in-house
Instead of relying on agencies for every campaign, Applebee’s built its own agile social media team. That team could jump on TikTok or X trends in real time. The results? Views climbed more than 500%, reach jumped 760%, and likes multiplied nearly tenfold. On X and Meta, engagement more than doubled. Importantly, it felt human, like Applebee’s was actually part of the conversation, not just buying a seat.
Football season made for the perfect stage
Then came the NFL. Applebee’s leaned into its role as the official Grill + Bar Sponsor and launched the “Ultimate Trio.” Three apps, three dips, 81,600 possible combinations, all for $14.99. It was designed for game-day crowds who wanted fun, shareable food without the guesswork.
The ads weren’t stiff commercials either. They featured familiar football personalities like Dan Campbell, C.J. Stroud, and Ashton Jeanty, trading playful banter while digging into platters. It felt more like a team-up than a brand push—and it hit the right audience at the right time.
The look and feel mattered too
Promotions and social buzz pulled attention; Applebee’s also invested in its physical spaces. The “Lookin’ Good” reimaging program promised brighter, modern updates, with 100 locations on track for remodels by year’s end. And dual-branded Applebee’s-IHOP locations? They’re generating two to three times the revenue of standalone stores. Smart synergy, real results.
Lessons from the Applebee’s promotion playbook
Other brands can take plenty from this run.
- Blend value with novelty
Don’t just cut prices—surprise people. Applebee’s mixed in new entrées without breaking the value promise. - In-house agility beats rigid planning
Having a nimble team allowed them to ride cultural waves instead of missing them. - Tie promotions to cultural moments
Football and casual dining were a natural fit, not a forced mashup. - Back marketing with real experiences
A shiny campaign falls flat if the in-store vibe doesn’t deliver. Applebee’s linked the two. - Measure everything
Traffic rose 3.5%, off-premise sales made up 22% of the mix, and remodels boosted consistency. Data kept the story grounded.
These lessons aren’t just for national chains. Smaller brands can adapt this marketing strategy, whether it’s tying into seasonal moments, refreshing a value menu, or simply keeping their social voice authentic.
FAQ’s
Why did Applebee’s bring social media in-house?
To move fast and keep the tone real. In-house meant they could jump on trends instantly instead of waiting for long approval cycles.
How did football season tie-ins help?
They met fans in their natural space. Pairing the Ultimate Trio with NFL culture felt like part of game day, not an ad break.
Why use promotions linked to digital ordering?
It nudged customers into the app or website, which boosted average tickets, cut costs, and built loyalty, all while providing clean data on habits.