Applebee’s has launched a customizable Ultimate Trio appetizer sampler and added new alcoholic cocktails as part of a broader summer menu refresh tied to NFL sponsorships.
Why It Matters
As restaurants face higher costs and consumers reel in spending, brands that are able to keep prices low or offer seasonal deals and new menu items for guests are likely to boost foot traffic.
The NFL season presents an ample opportunity for Applebee’s and its competitors, as customers may use the deal as an excuse to dine in or get takeout, even amid high inflation and economic uncertainty.
What To Know
The popular restaurant franchise is introducing a customizable Ultimate Trio appetizer sampler that allows guests to choose three appetizers and three dipping sauces for $14.99, the chain announced this week.
Applebee’s also expanded its 2 for $25 menu to include Chicken Parmesan Fettuccine and the BIG Bangin’ Burger last month as the chain prepared promotions around the NFL season.
The Ultimate Trio option offers three appetizers and three dipping sauces from a 10-item selection of appetizers and 10 sauce options, giving customers 81,600 different possible combinations.
The appetizer choices include Boneless Wings, Mozzarella Sticks, Chicken Quesadilla, Crunchy Onion Rings, Chicken Wonton Tacos, Brew Pub Pretzels, Applebee’s Riblets, Double Crunch Shrimp, Waffle Fries and Classic Fries.
Meanwhile, sauce options include Classic Buffalo, Honey BBQ, Sweet Asian Chile, House-Made Ranch and BLUE MOON White Cheddar Beer Cheese.
The new deal follows the restaurant chain’s expansion of its long-running 2 for $25 menu to include the new Chicken Parmesan Fettuccine and the BIG Bangin’ Burger last month, with the promotion remaining available for dine-in, To Go, and delivery as a limited-time offer.
Applebee’s describes the Chicken Parmesan Fettuccine as a crispy chicken breast filet topped with marinara and parmesan cheese over fettuccine in a parmesan cream sauce. The BIG Bangin’ Burger features an all-beef patty with two slices of American cheese and a sweet-and-spicy sauce with jalapeños and bacon.
Applebee’s also added new alcoholic cocktails, including $6 Mucho cocktails and Vibe Drops featuring Don Julio Reposado. On the nonalcoholic side, the restaurant brand introduced Dirty Fountain Sodas such as Cherry Charmed Pepsi and Mango Dream Dew as part of its seasonal beverage lineup.
Applebee’s parent company, Dine Brands Global, previously cited pressure from rising costs and shifting consumer habits. This contributed to a 2.2 percent same-restaurant sales decline for Dine Brands in the first quarter year-over-year.
National chains have increasingly been introducing value-focused offerings and limited-time items to boost traffic during the summer months.
“Prices are still climbing, and restaurants are looking for creative ways to get customers back in the door,” Kevin Thompson, the CEO of 9i Capital Group and the host of the 9innings podcast, told Newsweek. “Offering multiple entrées or appetizers bundled as one meal is a way to appeal to price-sensitive diners, especially if two people can share it at a lower price point.”
What People Are Saying
Reid Leslie, vice president of marketing, Applebee’s, said in a statement: “With more than 80,000 flavor combinations, we’re putting the power of choice in our guests’ hands with our new Ultimate Trio. Whether you’re mixing and matching your favorite appetizers and sauces or trying something new, there’s no wrong way to enjoy this lineup while cheering on your team.”
Kevin Thompson, the CEO of 9i Capital Group and the host of the 9innings podcast, told Newsweek: “The hope is simple: customers see value in the campaign, enjoy the mix-and-match options, and ultimately spend more once they’re seated. An appetizer or bundle deal often leads to an entrée, drinks, or dessert—higher-margin items that restaurants are banking on.”
Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, told Newsweek: “In recent months, virtually every major restaurant chain has launched special menu items and meal deals in the hopes of bringing back customers who have avoided dining out due to inflationary pressures.
“This latest deal from Applebee’s looks to draw customers through their doors based on less expensive pricing and associating a new offering with the new NFL season. Other restaurants have seen success with these strategies, so it’s fair to say this deal could be what they need to have some former patrons return.”
What Happens Next
It remains to be seen how the new NFL offering impacts Applebee’s bottom line, but experts anticipate it will boost foot traffic inside restaurants.
“At the end of the day, the industry knows consumers are cautious with their wallets,” Thompson said. “These kinds of promotions are less about generosity and more about being imaginative enough to engage a strapped consumer while still protecting margins.”
The post Applebee’s Unveils Major Menu Updates appeared first on Newsweek.
