Applebee’s® Date Night Pass™ Returns for Only $100

Rhea-AI Summary

Applebee's is launching its second annual Date Night Pass promotion, offering 3,000 passes for $100 each through a random drawing exclusively for Club Applebee's members. Pass holders can enjoy up to $50 in food and non-alcoholic beverages once monthly for dine-in or To Go between March 1, 2025, and February 28, 2026, representing $500 in potential savings.

Members must register by February 12, 2025, with winners notified on Valentine's Day. Additionally, Applebee's is launching a Date Night Challenge social media sweepstakes starting March 1, 2025, where participants can win monthly $100 gift cards. One grand prize winner will receive an ultimate date night experience including travel, accommodations, limo service, and new outfits for two at any continental U.S. Applebee's location.

Positive

• Potential revenue generation from 3,000 passes at $100 each ($300,000)
• Customer retention strategy through 12-month commitment
• Marketing initiative driving Club Applebee's membership growth
• Social media engagement campaign to increase brand visibility

Negative

• to 3,000 passes, restricting potential revenue
• Up to $50 monthly discount could impact margins ($1.5M potential revenue reduction)
• Exclusion of alcoholic beverages limits higher-margin sales

Insights

Market Research Analyst

This strategic initiative by Applebee's demonstrates sophisticated customer retention engineering. With 3,000 Date Night Passes at $100 each, the program generates $300,000 in immediate revenue while potentially unlocking up to $1.8 million in customer spending over the year (assuming full utilization of the $50 monthly benefit).

The program's structure is particularly clever from a business perspective:

• The upfront payment model improves cash flow and reduces financial risk
• The 30-day redemption window between uses encourages consistent visitation patterns
• The $50 cap per visit likely drives additional spending beyond the covered amount
• The exclusivity ( quantity) and random selection process creates FOMO-driven demand

The social media sweepstakes component serves dual purposes: generating organic marketing content through user submissions while building a valuable database of customer behaviors and preferences. For DIN investors, this represents a sophisticated approach to addressing casual dining's post-pandemic challenges, particularly in driving consistent traffic and building customer loyalty in an increasingly competitive market.

The program's timing, launching around Valentine's Day, strategically targets a high-traffic period while positioning Applebee's as a year-round date night destination. This could help smooth out traditional seasonal fluctuations in casual dining traffic patterns, potentially leading to more predictable revenue streams for DIN.

3,000 Date Night Passes will be available for purchase via random drawing for Club Applebee’s members on Valentine’s Day; Pass to include $50 discount on food and non-alcoholic beverages once a month for a year

Plus, one lucky person could win* the ultimate Applebee’s Date Night for two by entering social media sweepstakes.

PASADENA, Calif.--(BUSINESS WIRE)-- For the second year, Applebee’s is celebrating date night with the exclusive Applebee’s® Date Night Pass™. This year, 3,000 passes will be available for purchase at $100 through a random drawing, exclusively for Club Applebee’s members. Guests randomly selected to purchase a pass can enjoy up to $50 of food and non-alcoholic beverages once a month for dine-in or To Go.**

Applebee's Date Night Pass™ returns! Exclusively available for Club Applebee's members, 3,000 members will have a chance to be randomly selected to purchase an Applebee's Date Night Pass™ for $100 through a random drawing. (Photo: Business Wire)

Those hoping to get lucky and purchase an Applebee’s Date Night Pass must be a Club Applebee’s member, and must register on the Applebee’s website for a chance to purchase by February 12, 2025, by 11:59 p.m. EST. On Valentine’s Day, 3,000 lucky Club Applebee’s members will receive an email notifying them that they’ve been randomly selected to purchase their very own Applebee’s Date Night Pass for only $100. Passes will be redeemable for 12 visits between March 1, 2025, and February 28, 2026 – that's $500 in savings and one date night a month for a whole year at Applebee’s! Not a Club Applebee’s member? Sign up here.

“We don’t just make meals for our guests, we make memories. From first dates to birthdays, anniversaries, and everything in between, there’s always an occasion to celebrate at Applebee’s,” said Joel Yashinsky, chief marketing officer at Applebee’s. “Our exclusive Date Night Pass is the perfect way to keep the celebrations going every month over the course of the year with an incredible value! Whether it’s a night out with friends, or a cozy meal with a loved one, we’ve got date night covered.”

To give guests even more to celebrate, Applebee’s is launching the Applebee’s Date Night Challenge for one year, starting March 1, 2025. Applebee’s invites all lovers and friends to share how they celebrate date night at Applebee's* on Instagram or X using #ApplebeesDateNight #Sweepstakes. Twelve monthly winners will be randomly selected to receive a $100 gift card for their next Applebee’s date night, and one lucky winner will receive a trip for two to celebrate the ultimate date night at any Applebee’s in the continental United States. The grand prize includes travel to their date night location (flights and hotel), a limo service to and from dinner, and a new date night outfit for two, compliments of Applebee’s. Cha-ching! *NO PURCHASE NECESSARY. Open to legal residents of the 48 contiguous U.S (D.C.), 18 years and older. Void in Alaska, Hawaii, and where prohibited. See Official Rules for mail-in entry method, prize details & odds disclosure, available on March 1, 2025.

For more information, head to ApplebeesDateNightPass.com. For To Go or delivery, visit Applebees.com or the Applebee’s mobile app (iOS, Google).

Sign up for Club Applebee’s to register for your chance to purchase a Date Night Pass and receive even more exclusive deals and specials, including a welcome offer!

**Valid for Dine-in and To Go at participating Applebee’s Grill + Bar® locations in the United States. Excludes Puerto Rico and U.S. Territories. Present Date Night Pass™ when placing your order for dine in or use 10-character code for To Go orders at check-out via Applebees.com or the Applebee’s mobile app. Passes can be used up to 12 times, starting on 3/1/25 and ending on 2/28/26. Pass may only be used once every 30 days to redeem up to $50 of food and non-alcoholic beverages. No credit will be given for a missed redemption. No rollover if single use is less than $50. Excludes tax, gratuity, alcohol, retail, gift cards and fees. To Go available only on Applebees.com or the Applebee’s mobile app. Pass not valid through third-party delivery providers. Cannot be used with any other offer. Employees of Applebee's or Applebee’s franchisees are not eligible to purchase. Limit one purchase per household. Not for resale. Non-transferable. Any alterations to this pass will make it non-redeemable. Not a gift card. No cash value. Not refundable. Passes cannot be replaced or replenished if lost, stolen, damaged or used without authorization. Applebee's reserves the right to revoke any Date Night Pass and refund a Date Night Pass purchase if it makes a determination, in its sole discretion, that there has been fraud, ineligible entries or a violation of the Official Rules or these Terms and Conditions. Please disable web browser coupon code extensions and plug-ins when using the promotional code for online orders.

For additional information visit ApplebeesDateNightPass.com. ©2025 Applebee’s Restaurants LLC.

About Applebee's®

As one of the world’s largest casual dining brands, Applebee’s Neighborhood Grill + Bar serves as America’s kitchen table, offering guests a lively dining experience that combines simple, craveable American fare with classic drinks and local drafts. Applebee’s makes it easy for family and friends to connect with one another, whether it’s in a dining room or in the comfort of a living room, Eatin’ Good in the Neighborhood™ is a familiar and affordable escape from the everyday. Applebee's restaurants are owned and operated by entrepreneurs dedicated to more than serving great food, but also building up the communities that we call home. From raising money for local charities to hosting community fundraisers, Applebee’s is always Doin’ Good in the Neighborhood®. Applebee’s franchise operations consisted of 1,618 Applebee’s restaurants in the United States, two U.S. territories and 14 countries outside the United States as of September 30, 2024. This number does not include one domestic Applebee’s ghost kitchen (small kitchens with no store-front presence, used to fill off-premise orders) and seven Applebee’s international ghost kitchens. Applebee's is franchised by subsidiaries of Dine Brands Global Inc. (NYSE: DIN), which is one of the world's largest full-service restaurant companies.

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View source version on businesswire.com: https://www.businesswire.com/news/home/20250204136731/en/

For media inquiries, email us at media@applebees.com.

Source: Applebee’s

FAQ

How much does the Applebee's Date Night Pass 2025 cost and what does it include?

The Applebee's Date Night Pass costs $100 and includes monthly $50 discounts on food and non-alcoholic beverages for 12 months, from March 1, 2025, to February 28, 2026.

When will Applebee's Date Night Passes be available for purchase in 2025?

Winners will be notified on Valentine's Day 2025 to purchase their passes, with registration closing on February 12, 2025, at 11:59 p.m. EST.

How many Applebee's Date Night Passes will be available in 2025?

3,000 Date Night Passes will be available through a random drawing exclusively for Club Applebee's members.

What is the total potential savings with the Applebee's Date Night Pass?

The pass offers potential savings of $500 over the course of a year, based on twelve monthly $50 discounts.

What is the Applebee's Date Night Challenge sweepstakes prize for 2025?

The grand prize includes travel, hotel accommodations, limo service, and new outfits for two at any continental U.S. Applebee's location, plus monthly winners can receive $100 gift cards.