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Applebee’s aims to boost football-fan appeal with fall Burger Night campaign

Capitalizing on the start of football season, Applebee’s Neighborhood Bar & Grill is launching a fall Burger Night promotion to engage customers on Monday evenings, a popular night for football-game broadcasts.

The promotion highlights the chain’s recently created All-In Burger platform, including two sandwiches new to the Applebee’s menu: the All-Day Brunch Burger, which features a patty seared with bacon and onion and topped with a fried egg, hash browns and American cheese, and the Blazin’ Texan, showcasing a patty seared with jalapeno and onions and topped with beef brisket, cheddar cheese and Applebee’s signature sauce.

As part of the deal, Applebee’s customers can choose from a selection of eight burgers and bottomless fries or chips for $6.99.

"A great American bar and grill needs a killer burger,” said Applebee's Senior Vice President of Marketing and Culinary Darin Dugan, “and our All-In Burgers are one of a kind.”

The chain said it will advertise the promotion through network-television spots targeting football fans. In addition to the All-In Burger platform, the campaign will encourage customers to try the chain’s other recent menu additions, including the 11 new appetizers and bar-and-grill offerings it debuted earlier this summer.  

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