Popular Restaurant Chain Brings Back the 'Dollarita'

Applebee's has reintroduced its dollar margarita deal after a three-year hiatus to elevate sales figures.

The dining chain under the umbrella of Dine Brands confirmed the return of its Dollarita for a short period across its national outlets throughout October.

The beverage is "available all day, every day, but they’ll only be here in October," stated the firm.

To promote this limited offer, the enterprise secured an advertisement slot during the much-awaited Sunday evening football match between the New York Jets and Kansas City Chiefs. The ad, which highlighted the drink, bore the caption: "You asked. We delivered."

It's not the first instance of the Dollarita initiative. However, its return follows a slight decline in Applebee's sales figures.

In the recent fiscal second quarter, Applebee's encountered a "modest slowdown" in revenue from outlets operating for a minimum of a year, as conveyed by Dine Brands CEO John Peyton during a financial discussion in August.

Factors such as changing customer flow and a "slightly more hesitant consumer" contributed to this decline.

Peyton pointed out that customers are "more likely to cut back on restaurant visits, then trade down to a less expensive alternative to fight inflation."

Moreover, Dine Brands acknowledged that its rivals' aggressive promotional strategies also leaned "heavily into promotions, which also contributed to the headwinds this quarter."

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