The dollar menu comes to casual dining
Bites for a buck have helped quick-service chains hold onto customers, though not without collateral margin damage. Still, that may be an acceptable price for reviving traffic at casual chains, and the segment’s hard-pressed leader in particular. Applebee’s has just disclosed that it’s going with a dollar deal, albeit for alcoholic drinks rather than food.
A margarita called the Dollarita will be offered by the chain through October, or what it’s calling Applebee’s Neighborhood Appreciation Month. The drink is available only on the rocks, which presumably cuts the volume of alcohol and drink ingredients. Applebee’s did not say what type of tequila will be used.
The promo is a chainwide extension of what the chain’s Texas franchisee, Apple Texas, ran in its 65 stores throughout the state during July. Apple Texas is going a step further this time around with October Wednesdays, when the Dollarita will sell for 50 cents.
The franchise says it sold more margaritas during July than it had at any comparable time.