Driving Growth and Engagement: Applebee's Social Media Marketing Strategy Explained
Discover how Applebee's leveraged social media to drive growth, engage consumers, and launch a successful NFL season campaign.
Photo by Marina Matusevich on Unsplash
Photo by Marina Matusevich on Unsplash
The Power of Social Media in Applebee's Growth
Applebee's recent success in driving a 4.9% increase in same-store sales in Q2 2025 can be attributed to its strategic shift towards leveraging social media as a core element of its marketing approach. By enhancing its in-house social media team and focusing on real-time engagement, the casual dining chain saw remarkable improvements in consumer reach and brand resonance.
Embracing Agile Social Storytelling
John Peyton, CEO of parent Dine Brands and president of Applebee’s, highlighted the benefits of an agile, in-house-led approach to social storytelling during an earnings call. The brand's emphasis on creating original content, embracing trending moments, and maintaining authenticity has significantly elevated its presence on platforms like TikTok, X, and Meta. Applebee's saw substantial growth in video views, user reach, and engagement, showcasing the impact of staying culturally relevant.
Connecting with Consumers Through Innovative Campaigns
Applebee's upcoming NFL season campaign, positioning itself as the official grill and bar of the league, demonstrates the brand's commitment to meeting consumers where they are culturally. The focus on the Ultimate Trio menu item, offering a mix-and-match experience, coupled with engaging ads featuring NFL personalities, aims to create a memorable game day experience and establish a deeper connection with fans.
Sustaining Growth Amidst Market Competition
In a competitive casual dining landscape, Applebee's success is also attributed to its three-part strategy of enhanced menus, value platforms, and elevated guest experiences. By offering attractive deals like the two for $25 promotion, Applebee's not only delivers value but also encourages guests to explore new menu items, fostering loyalty and driving sales growth.