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Promotion
Applebee’s advertising is a multimedia strategy of TV, radio, and in-restaurant merchandising. It combines hard-hitting, appetite-appealing food promotions with neighborhood stories that showcase the heart and soul of Applebee’s. The campaign, “Eatin’ Good in the Neighborhood,” has become well known and the line is often heard being sung.
Applebee’s food promotions highlight key menu items, along with thematically tied new or limited- time offerings in order to offer the guest constant variety. The consistent theme in all these product offerings is value; regardless of the promotion, you can count on getting an ample portion of delicious food for the money. Some of Applebee’s advertising for these food promotions that has received accolades feature songs like Johnny Cash’s “Ring of Fire” and The Newbeat’s “Bread & Butter.”
In addition to food promotions, Applebee’s is known for being “America’s Favorite Neighbor” since the break of that campaign over ten years ago. In recent years, some of the advertising has strived to illustrate this notion for guests. One commercial includes a retiring high school basketball coach who is surprised and touched at an Applebee’s when he sees the server hanging a photo of the coach on the wall in honor of his career.
Another ad brings to life Applebee’s focus on local heroes. A little boy is fascinated by the wall in his neighborhood Applebee’s that honors such individuals, and then he is thrilled when a group of firefighters comes into the restaurant for a meal and he has the chance to meet them. |
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