Applebee’s has brought back its Dollarita – a $1 margarita with tequila, triple sec, and lime – and for good reason. During parent company Dine Brands’ Q4 earnings call, CEO John Peyton said it was one of the company’s most successful campaigns of 2023.
“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 said. “Dollarita was welcomed by our franchisees because it drove profitable sales and traffic.”
During its last go-round on the menu in the fall, 93% of Dollarita purchases included an add-on menu item. Peyton said the promotion also expanded Applebee’s demographic reach and attracted a younger age cohort, many of whom were first-time visitors. The company sold about 135 Dollaritas a day, which exceeded all internal targets.
This time, customers can try strawberry or mango flavors for an extra 50 cents. In addition to the Dollarita, Applebee’s Cerveza & Sips promotion has returned, with two margaritas and a $5 Dos Equis Brewtus. And, a $5 Rock & Berry Rita is also available, a strawberry margarita Dwayne “The Rock” Johnson’s Teremana Blanco Tequila served in Applebee’s signature Mucho glass.
Applebee’s is also offering a $9 Breaking Rock Rita, a slightly smoky margarita featuring Aaron Paul and Bryan Cranston’s Dos Hombres Mezcal and Teremana Tequila with blue curacao, lime, and a rock candy garnish, poured tableside and served with a chilled shaker tin. The company first partnered with Paul, Cranston and Johnson in January.
“We’re bringing back everyone’s favorite $1 margarita just in time for Cinco de Mayo,” Nathan Grover, executive director, Bar & Beverage, said in a statement. “Whether toasting with our classic Dollarita or sipping on our premium spirited Rock & Berry Rita or Breaking Rock Rita, Applebee’s has all your margarita bases covered.”
On the food menu, Applebee’s has introduced new Chicken & Bacon Loaded Fries for a limited time. The fries are tossed with chicken tenders, melted Cheddar cheese, Applewood-smoked bacon, house-made ranch and parsley, and served with a side of house-made buttermilk ranch dressing. The offering is part of the company’s ramped up focus on culinary, with more than 200 items in test.
Contact Alicia Kelso at [email protected]