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Applebee's updates its to-go service

Applebee's To Go

Applebee’s is offering a one-time $10 discount on takeout orders of $30 or more as part of what it terms a reboot of its to-go service.

The effort also extends to the introduction of an updated app and online to-go ordering platform, and a switch to new takeout packaging.

Scott Gladstone, vice president of strategy and off-premise for Applebee’s, also mentioned “an elevated focus on operational execution,” but did not provide details.

He also noted in a statement that “these enhancements are paving the way for new innovations in the to-go space” and will enable the brand to “be more competitive in off-premise eating occasions.”

The deep discount on takeout or carside delivery orders is available only to customers who use the updated ordering channels, and is limited to one per customer. It expires April 28.

To-go orders currently account for about 9% of Applebee’s sales, President John Cywinski told investors several weeks ago. “We intend to double that,” he said.

The chain also plans to push online ordering until 90% of takeout requests are placed through that route. The tickets for self-placed digital orders tend to be considerably higher, executives have noted.

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