Applebee’s $1 Margaritas: Say What?

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We now have Applebee’s $1 margaritas.

Applebee's $1 Margarita

For the entire month of October, the restaurant and bar chain said it will offer the ‘Dollarita,” which is exactly what it sounds like–a $1 dollar margarita. It is being offered in honor of “Neighborhood Appreciation Month,” which is a celebration of the company’s full name, Applebee’s Neighborhood Bar + Grill.

“We focus on our food a lot, but ‘bar’ is in our name, and it is an integral part of what makes Applebee’s a great neighborhood destination,” Patrick Kirk, Applebee’s vice president of beverage innovation, said in the news release.

Applebee’s recently shuttered the doors of 135 of its locations around the U.S. due to the poor performance of these stores. The company said it will also stop trying to appease millennials with food trends, and instead will focus on “routine traditionalists.”

“In my perspective, this pursuit led to decisions that created confusion among core guests, as Applebee’s intentionally drifted from its what I’ll call its Middle America roots and its abundant value position,” the chain’s brand president John Cywinski said in late August. “While we certainly hope to extend our reach, we can’t alienate Boomers or Gen-Xers in the process.”

Perhaps the Applebee’s $1 margarita is the way to go due to the universality of going out to a bar to grab a drink after work.

Will you try out the Dollarita?


Article printed from InvestorPlace Media, https://investorplace.com/2017/10/applebees-1-margaritas/.

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