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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