Applebee’s has reintroduced its famous Dollarita – a $1 margarita featuring tequila, triple sec, and lime – and the reasons behind its return are compelling.
CEO John Peyton, speaking during parent company Dine Brands’ Q4 earnings call, highlighted the Dollarita promotion as one of the most triumphant campaigns of 2023.
CEO’s Statement on Dollarita Success
Peyton emphasized the impact of the Dollarita promotion on both sales and foot traffic, stating,
“The highlight for Applebee’s was the success of our Dollarita promotion, which tapped into the promotional mindset of our guest and drove strong comp sales and positive traffic.”
He further added, “Dollarita was welcomed by our franchisees because it drove profitable sales and traffic.”
The Effectiveness of Dollarita
During its previous run on the menu, the Dollarita promotion saw an impressive 93% of purchases accompanied by additional menu items.
Moreover, it succeeded in broadening Applebee’s demographic appeal, attracting a younger clientele, many of whom were first-time patrons.
The average daily sales of Dollaritas surpassed internal targets, averaging around 135 units per day.
Expanded Menu Offerings
In addition to the classic Dollarita, Applebee’s has introduced strawberry and mango flavors for an extra 50 cents, catering to varied taste preferences.
Alongside the Dollarita, the Cerveza & Sips promotion has made a comeback, featuring two margaritas and a $5 Dos Equis Brewtus.
Moreover, patrons can indulge in the $5 Rock & Berry Rita, a strawberry margarita infused with Dwayne “The Rock” Johnson’s Teremana Blanco Tequila, served in Applebee’s signature Mucho glass.
Innovative Margarita Offerings
Applebee’s latest offerings include the $9 Breaking Rock Rita, a unique concoction comprising Aaron Paul and Bryan Cranston’s Dos Hombres Mezcal and Teremana Tequila, infused with blue curacao, lime, and garnished with rock candy.
This distinctive drink is poured tableside and served with a chilled shaker tin.
Applebee’s initiated its partnership with Paul, Cranston, and Johnson in January, introducing innovative margarita choices to its patrons.
Culinary Delights: Introducing Chicken & Bacon Loaded Fries
Complementing its beverage offerings, Applebee’s has unveiled new culinary delights for a limited time.
Among these is the Chicken & Bacon Loaded Fries, a tantalizing combination of chicken tenders, melted Cheddar cheese, Applewood-smoked bacon, house-made ranch, and parsley, served with a side of house-made buttermilk ranch dressing.
This addition underscores the company’s heightened focus on culinary innovation, with over 200 items currently in the testing phase.