For
more than fifteen years, Applebee’s
has been quietly—and steadily—rewriting the rules of casual dining. Long before
its recent two-quarter streak of same-store sales growth, the brand began
laying the groundwork for a comeback rooted in customer value, food discovery,
and a keen understanding of America’s evolving eating behaviors according to
Steven Johnson Grocerant Guru® at
Tacoma, WA based Foodservice
Solutions®
In
the late 2000s and early 2010s, as economic pressures reshaped consumer habits,
Applebee’s doubled down on affordability and familiarity. Neighborhood value
meals, comforting handhelds, and shareable appetizers became anchors for guests
looking to dine out without breaking the bank. At the same time, takeout—once
an afterthought—started gaining momentum. Applebee’s
early investment in car-side, value-oriented bundles, and portable comfort-food
items helped create a foundation that would later prove invaluable.
The Rise of Handhelds & Participatory Food Culture
By
the mid-2010s, the American palate shifted again. Diners wanted bold flavors,
customizable combinations, and social-food experiences shaped by TV food
culture, Instagram, and the growing “I want to try something new” mindset.
Applebee’s leaned in, expanding handheld sandwiches, sliders, and
finger-friendly entrees designed for takeout, delivery, and in-restaurant
social sharing. Even before “participatory food” became an industry keyword,
Applebee’s was testing create-your-own samplers, mix-and-match combos, and
flavor-forward platform innovations.
Innovation Meets Affordability
Fast-forward
to the past few years, and Applebee’s strategic evolution has culminated in a
revitalized menu engine. Under the leadership of VP of Culinary Shannon
Johnson—who returned in 2023—the chain committed to quarterly menu drops: one
new entrée and one new appetizer every cycle. These dishes don’t just refresh
the menu—they reinforce the value-driven “2 for $25” platform, a cornerstone
for price-sensitive diners throughout economic ups and downs.
The
results speak volumes:
Last quarter’s 3.5% same-store sales jump included positive traffic, and
executives say the momentum continues.
One
of the biggest hits: a new Chicken Parm Fettuccine that quickly became the
brand’s top-selling standalone pasta. It cleverly repurposes Applebee’s new
hand-breaded chicken—already a win on sandwiches—into a craveable comfort
entrée. The Ultimate Trio Appetizer Sampler, another breakout item, taps into
the long-running popularity of customizable sharables. With 80,000
possible combinations, it turns every table into a flavor playground.
As
Dine Brands CEO John Peyton puts it, each innovation emerges from culinary,
marketing, and brand teams working as one, guided by guest needs and a
strategic menu framework refined through years of market learning.
Real-Time R&D With Real People
One
of Applebee’s most potent tools is
something many chains talk about—but few execute at scale: live recipe
iteration with consumers. In major markets, new dishes are served to focus
groups, feedback is gathered instantly, and culinary teams tweak recipes in the
room.
Too
salty? Adjust.
Not crunchy enough? Rebuild.
Taste not quite there? Reformulate and retest within minutes.
By
the time the session ends, the dish has often been refined two or three times—a
hyper-responsive approach that grew from Applebee’s long history of listening
to guests.
Riding the Flavor Waves of Today
The
latest releases continue the strategy:
• Crispy Pickle Fries, riding the pickle boom across menus and social
media.
• The Grilled Cheese Cheeseburger—a four-cheese, jam-smothered comfort
bomb engineered around the simple insight Peyton shared: “Guests love
cheese.”
These
aren’t just menu items; they’re extensions of a 15-year trajectory that blends
value, indulgence, portability, and food-as-experience—principles that have
become central to modern casual dining.
Grocerant Guru® Insights
1.
Handheld foods are the gateway to long-term customer adoption.
Handhelds—sandwiches, sliders, wraps—meet consumers where they live today: on
the go, value-seeking, and looking for comfort without commitment. Applebee’s
early investment in handhelds positioned them perfectly for the rise in takeout
and delivery.
2.
Rotational menu innovation keeps diners engaged and returning.
Quarterly food news mimics grocery’s limited-time-offer culture, giving
customers a reason to check in frequently—especially when tied to strong value
platforms like 2 for $25.
3.
Participatory, build-your-own items create emotional brand affinity.
The Ultimate Trio succeeds because diners play with their food.
Customization—long a grocerant hallmark—turns a menu into an interactive
experience and cements brand loyalty.
Gain a Competitive Edge with a Grocerant ScoreCard
Unlock
new opportunities with a Grocerant ScoreCard, designed to optimize product
positioning, placement, and consumer engagement.
Since
1991, Foodservice Solutions® has been the global leader in the
Grocerant niche—helping brands identify high-growth strategies that
resonate with modern consumers.
📞
Call 253-759-7869 or 📩
Email Steve@FoodserviceSolutions.us
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