Applebee's Steps Up Its Digital Game for Super Bowl LIX

 

As Super Bowl LIX approaches, Applebee’s is leading the charge to redefine how restaurant brands engage with digitally savvy consumers by rolling out a technology-driven promotion designed to entice Millennials and Gen Z customers according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

On February 9, guests ordering online or through the Applebee’s app can claim 20 free Boneless Wings with any $40 purchase using the promo code SBWINGS25. These wings, already voted America’s favorite in a nationwide double-blind taste test, come in tantalizing flavors like Classic Buffalo, Honey BBQ, Garlic Parmesan, and Sweet Asian Chile, accompanied by Bleu cheese or house-made buttermilk ranch.

Understanding the Power of Digital Natives Millennials and Gen Z, as digital natives, navigate their world through technology. For restaurant brands, winning the hearts and wallets of these cohorts is pivotal. Research shows that nearly 65% of Gen Z and Millennials rely on mobile apps or websites to explore dining options, make reservations, or place orders. By tying promotions directly to digital platforms, Applebee’s strategically aligns with these generations’ dining habits while deepening their loyalty through a personalized, tech-forward experience.

The Importance of Super Bowl Sunday The National Chicken Council’s 2024 Wing Report estimates that Americans consumed approximately 1.45 billion chicken wings during last year’s Super Bowl. With digital engagement on the rise—and 50% of Super Bowl-related food orders originating online in 2024—Applebee’s promotion positions the chain as a go-to destination for the big game. Leveraging America’s love for wings while embracing digital ordering channels creates a compelling synergy, driving top-line sales and repeat customer engagement.

Beyond Wings: The Pick 6 Tie-In In conjunction with the game, Applebee’s ongoing NFL Pick 6 promotion offers customers an exciting game day bonus: six free Boneless Wings if a defensive Pick Six occurs during the Super Bowl. This partnership with the NFL reinforces Applebee’s as the "Official Grill + Bar" of the league, weaving the brand into a key cultural and sporting moment. Such collaborations capitalize on shared experiences and emotions, enhancing consumer connection to the Applebee’s brand.

Food Industry Insights: Why This Strategy Works

1.       Convenience Meets Value: Millennials and Gen Z value time-efficient meal solutions without compromising on experience. Offering free wings for digital orders incentivizes these key demographics to engage, aligning perfectly with their demand for Ready-2-Eat and Heat-n-Eat solutions.

2.       Event-Specific Relevance: Capitalizing on Super Bowl Sunday, a time when food plays a central role, Applebee’s captures its target audience at a high-engagement moment. Strategic promotions tied to cultural events foster brand relevance.

3.       Brand Advocacy via Social Sharing: Both Millennials and Gen Z actively share food promotions and game day spreads on social media. Applebee’s visible NFL affiliation encourages digital buzz, enhancing organic reach.

Looking Ahead: Sustaining Growth Through Digital Relationships Applebee’s Super Bowl promotion is a microcosm of the broader trend—restaurants must foster strong digital ties to retain and grow their customer base. By leveraging app-driven campaigns, rewards systems, and timely, experiential marketing, restaurant brands can build sustainable loyalty among Gen Z and Millennial diners, ensuring long-term growth and market adaptability.

As the Grocerant Guru™, I see Applebee’s strategy as a textbook case of blending traditional menu favorites with innovative marketing—driving traffic, increasing check averages, and fostering meaningful connections with a technology-first audience. Will Applebee’s lead the charge for the ultimate game-day snack? Stay tuned as they bring restaurant relevance to your Super Bowl table.ocourtesy of Applebee's

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

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7-Eleven Scores with Free Pizza for the Big Game: Grocerant Guru's Insights on Why Free Food Works

 

For football fans feeling sidelined because their favorite teams didn’t make it to the Big Game, 7-Eleven Inc. is serving up some consolation—a free pizza to bring smiles to disappointed fans. The convenience store powerhouse is delivering this delicious gesture through its 7NOW Delivery app, where customers making their first order can enjoy a complimentary whole pizza pie, including popular options like Extreme Meat or Philly Cheesesteak.

As the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, I can assure you that offering free food is one of the most compelling brand invitations in the industry. Why? Because food, particularly when it’s free, triggers emotional connections with customers and lowers the perceived barrier of entry to trying other menu items. Free food builds trust, creates brand affinity, and motivates trial behavior that often leads to repeat purchases—a crucial strategy for any convenience store looking to grow its fresh food offerings.

Food industry research has consistently shown that promotions like this work wonders for brand engagement. A recent study revealed that 80% of consumers are more likely to return to a brand after a positive freebie experience, and nearly 60% end up purchasing additional items during their next visit. For a brand as storied as 7-Eleven, this promotion is not only a smart way to re-engage customers but also a nostalgic nod to childhood memories of Slurpee runs. Many customers first fell in love with 7-Eleven as kids, and a well-placed “welcome back” promotion can reignite that loyalty.

Why It Works: Nostalgia Meets Innovation Nostalgia is a powerful driver in today’s food landscape. For decades, children across the country made trips to 7-Eleven for Slurpees and quick treats. As adults, they’re not opposed to revisiting this beloved brand—especially when an enticing offer like free pizza beckons. By tapping into this emotional tie, 7-Eleven strengthens its relevance and invites consumers to explore its evolving food and drink lineup.

Promotional Plays to Drive Big Game Success In addition to the free pizza offer, 7-Eleven has crafted other game-winning deals on the 7NOW Delivery app:

·         BOGO Pizza: Buy one large pizza, get one free. Double the flavor, double the fun.

·         Save on Party Essentials: Customers can save $20 on a $30 order with promo code “BIGGAME.”

·         $5 Off Beer: Large beer packs are discounted by $5, ideal for pairing with pizzas and enhancing any game day celebration.

"At 7-Eleven, we know the Big Game is about more than just football — it's about gathering with friends, enjoying delicious food, and making lasting memories," said Brandon Brown, senior vice president of fresh foods at 7-Eleven. "Whether you're a football fanatic, a halftime show enthusiast, or simply a pizza lover, we're here to support your game day experience with free pizza and other tasty deals that will make everyone feel like a winner."

A Fresh Playbook for Customer Adoption 7-Eleven’s robust delivery app, now with real-time tracking for speedy 30-minute deliveries, ensures convenience and reliability. These offers are not only designed to meet consumer needs but to entice first-time customers to explore more—from craft beers to hot snacks—and build an emotional connection with the brand. Beyond the Big Game, this strategy creates an opportunity to drive habitual ordering patterns as customers integrate 7-Eleven into their everyday routines.

7-Eleven’s Legacy as a Food Innovator With more than 13,000 stores across the U.S. and Canada, 7-Eleven continues to solidify its place at the intersection of convenience and food innovation. The company’s portfolio, including Speedway, Stripes, Laredo Taco Co., and Raise the Roost Chicken and Biscuits locations, further extends its footprint and capabilities in serving modern consumers.

As the Grocerant Guru® in the grocerant space, I see this initiative as a win not just for 7-Eleven but for customers rediscovering why the brand is synonymous with convenience. Offering free food is more than a gimmick—it’s an open invitation to a richer, tastier world of possibilities that no football fan should pass up.

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Will the Superbowl and DoorDash become Synonymous

 

Once again Food and the Superbowl will take center stage across the U.S. and one thing just might be a bit different this year. Instead of cook up a storm Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® thinks DoorDash’s knowledge of the today’s food consumers will be their advantage on game day.

DoorDash knows that wings are no longer the top food choice for football fans, yet there are more companies now selling wings than ever before and as regular readers of this blog know many of the new wing companies are virtual restaurants run by legacy chain restaurants.

DoorDash found that this year’s fan-less NFL season, delivery and takeout orders of mozzarella sticks took the No. 1 spot, pushing boneless wings down to second place. Chips and salsa, Caesar salad and pepperoni pizza followed in that order. According to Johnson that’s an advantage in both customer knowledge and product that elevates DoorDash in the minds-eye of the consumer.

Now get this surprise, desserts rose to the top during Wildcard Weekend, compared to the same NFL playoff period last year. So, they were not done, Churros led in the sweet’s category, up 464% from 2020.  Brownies were next, rising 405%, followed by banana pudding with an increase of 307%. So, just what are you thinking about now?  What is on your menu for delivery Superbowl weekend?

Here is why you need to know this, the DoorDash survey also revealed that 93% of Americans plan to watch the Super Bowl on Feb. 7, and 48% of respondents plan to order takeout or delivery for the big game.  Once again what is on your grocerant niche mix and match game day meal bundle?

DoorDash was not alone looking a customer ahead Frito-Lay’s new Snack Index also tracked the change in fans’ eating trends over the past year.  The research found that while large gatherings won’t be happening on Feb. 7, the company expects a 21% increase in snacking compared to previous Super Bowls driven by consumers staying at home. More than 40% of Americans are snacking more than they did last year. 

For you old timers, let’s not forget Chips and dip are the top game-day choice, with salsa ranking as the No. 1 dip for the third year in a row with 42% of consumers surveyed. The team at Foodservice Solutions® thinks the Superbowl food success clues will be found at DoorDash.

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Family, Chicken Wings, Super Bowl, Snacking Heaven

This weekend in the U.S. it Superbowl time.  Superbowl has become a family food day and Superbowl Sunday in the US is the second most popular day for food consumption after Thanksgiving and according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

In truth Superbowl Sunday should be called Grocerant Day because the top five foods consumed will be Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food that is handheld for immediate consumption. 

Here are the top five foods consumed on Superbowl Sunday:

1.       Chicken Winds

2.       Potato Skins

3.       Pizza

4.       Pigs in a Blanket

5.       Cocktail Meatballs  

Get this, Americans to consume a record-breaking 1.4 billion chicken wings during Super Bowl LIV weekend. So, just how many winds is that?  Every player in the NFL, including the San Francisco 49ers and Kansas City Chiefs, would have to consume 825,000 wings each to reach 1.4 billion

·         175 million pounds of wings weighs 1,500 times as much as the entire 49ers team and three of their team buses

·         1.4 billion wings could circle the circumference of the Earth 3 times

·         1.4 billion wings are enough to give every attendee of every Super Bowl since 1967 each 342 wings

·         1.4 billion wings laid end to end would stretch the entire Florida coastline, home of Super Bowl LIV, more than 9 times

·         If each of the 1.4 billion wings were counted as one second, they would equal about 45 years

No matter what you eat on Superbowl Sunday one thing is for sure 9 times out of ten it will be a handheld food for immediate consumption. That’s right Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food will rule the day.

For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit www.GrocerantGuru.com , www.FoodserviceSolutions.us or call 1-253-759-7869