Applebee’s on Tuesday unveiled a $10 value meal, joining the parade of restaurant chains offering low-priced bundled meals for value-focused customers.
The Really Big Meal Deal offers the choice of a Classic Bacon Cheeseburger or the new Big Cluckin’ Chicken Sandwich, plus fries and a fountain drink, for $9.99. It’s available now for a limited time.
The meal deal is part of a new approach to value at 1,620-unit Applebee’s. The casual-dining chain has traditionally offered a rotating selection of discounted items, such as $1 margaritas and 50-cent boneless wings. But executives said last week that the strategy has not been as effective recently because customers are more focused on the cost of their entire meal than that of individual items.
Executives also indicated that the new meal deal would be available for a longer stretch than its usual offers. But the chain did not say how long the Really Big Meal Deal will be available when contacted Tuesday.
Meal deals have become a popular marketing tactic at restaurants this year as operators look to jumpstart sluggish traffic. In particular, they have proven to be a major draw for Applebee’s largest competitor, Chili’s. Chili’s $10.99 3 for Me deal has helped power the chain to two consecutive quarters of double-digit same-store sales growth. Applebee’s, meanwhile, has reported negative same-store sales for six straight quarters, including a nearly 6% decline last quarter.
Applebee’s is also using the Really Big Meal Deal to highlight a new chicken sandwich. The Big Cluckin’ Chicken Sandwich features a hand-breaded chicken breast topped with shredded lettuce, pickles, tomato and mayo on a brioche bun.
Applebee’s first introduced new chicken sandwiches in June, upgrading its existing recipe by switching to fresh chicken breasts that are hand-breaded in the restaurant.
The Big Cluckin’ puts an emphasis on the item’s size. To demonstrate just how big the sandwich is, Applebee’s is inviting customers to bring in a chicken sandwich from a “national competitor,” order the Big Cluckin’ Chicken Sandwich, and have a server measure the two. If the competing sandwich is judged to be bigger, Applebee’s will add a second chicken breast to the customer’s Big Cluckin’ for free. The contest runs through Nov. 19.
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