Enhancing Value Offerings: A Look at Applebee’s Menu Strategy
Discover how Applebee’s is revamping its menu and value offerings to meet the changing guest expectations and boost sales.
Adapting to Evolving Guest Expectations
In response to a challenging quarter and shifting guest preferences, Applebee’s has embarked on a menu development strategy to enhance its value offerings. The acknowledgment by the executives of missing the mark and a significant same-store sales decline highlighted the need for a strategic shift to meet the evolving demands of restaurant guests.
Value-Centric Approach
John Peyton, CEO of Dine Brands, emphasized the importance of adapting to the changing guest perception of value. The shift towards a focus on the total cost of the meal rather than individual item pricing prompted Applebee’s to launch value-driven promotions like the Pick 6 and the Really Big Meal Deal. These promotions aim to provide guests with a clear understanding of the overall cost of dining and offer appealing value propositions.
Introduction of the Really Big Meal Deal
The recent introduction of the Really Big Meal Deal by Applebee’s, featuring the Big Cluckin’ hand-breaded chicken sandwich and Big Classic Bacon Cheeseburger with fries and a drink for $9.99, showcases the chain’s commitment to providing substantial, flavorful, and value-packed menu options. This initiative reflects Applebee’s dedication to offering diverse choices while maintaining affordability.
Menu Innovation and Customer Engagement
Applebee’s continuous menu innovation, exemplified by the introduction of the Big Cluckin’, signifies the brand’s focus on keeping its offerings fresh and appealing to customers. Chef Shannon Johnson’s involvement in testing and launching new menu items demonstrates Applebee’s commitment to culinary excellence and meeting consumer preferences.
Confidence in Product Quality
The 'big guarantee' promotion further underscores Applebee’s confidence in its culinary creations. By inviting customers to participate in a chicken sandwich showdown, Applebee’s is not only engaging with its audience but also demonstrating its assurance in the quality and value of its Big Cluckin’ sandwich.
