Applebee's, one of America's most popular casual dining chains, is making a bold play on NFL fan loyalty with a multi-year partnership with the league. Capitalizing on the popularity of the sport, Applebee's aims to solidify its place as a favorite during the NFL season.
“Applebee's fans are NFL fans, so we're excited to bring America's Favorite Grill + Bar together with America's number one sport in a way that will create a fun and engaging experience for everyone,” said Applebee's CMO Joel Yashinsky. in a statementaccording to Nation's Restaurant News.
Applebee's has managed to capture the loyalty of NFL fans, and the brand awareness among this demographic is a testament to its effective marketing strategy. With a 92% awareness rate among NFL fans, according to a YouGov survey, Applebee's is the most popular restaurant brand in this space.
The deal includes exclusive NFL-themed promotions designed to appeal to football fans, such as 50-cent boneless wings on game days. This promotion taps into the deep-rooted tradition of wings as a staple for parties and football viewing gatherings. Since chicken wings have become synonymous with sports, especially during events like the Super Bowl, when Americans ate a 1.5 billion wingsthis deal is likely to be a big draw for consumers.
Applebee's has also introduced “bucket cocktails,” batch-sized drinks served in buckets designed to increase foot traffic during NFL games and pair well with “America's Favorite Boneless Wings.”
last march, Applebee's announced was teaming up with IHOP to launch a joint restaurant concept. Dine Brands Global, which owns both companies, said it will open shared dining facilities with combined cooking areas and seating arrangements. The dual establishments will reportedly keep the IHOP and Applebee's areas separate.
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