Applebee’s® Reveals Next Play in NFL Partnership with Applebee’s Pick 6 Mondays – Free Boneless Wings

Rhea-AI Summary

Applebee's, the Official Grill + Bar Sponsor of the NFL, introduces Applebee's Pick 6 Mondays. From October 7 through the NFL season, guests can enjoy six FREE Boneless Wings every Monday after a Pick 6 occurs during any Sunday NFL game, with a minimum $10 purchase. This offer is available for dine-in and To Go orders.

Guests can redeem the offer by visiting their local Applebee's or ordering online using the promo code "PICK6" at checkout. The promotion aims to celebrate football season and enhance the NFL partnership. Applebee's CMO Joel Yashinsky highlights this as one of many exciting ways to celebrate the football season through their NFL partnership.

Positive

• New promotion to drive customer engagement and sales
• Leveraging NFL partnership for increased brand visibility
• Potential increase in Monday foot traffic and online orders
• Cross-promotion opportunity with NFL games

Negative

• Minimum $10 purchase required for free wings promotion
• Promotion effectiveness dependent on NFL game outcomes
• Potential for increased food costs due to free wing giveaways

Insights

Market Research Analyst

Applebee's new "Pick 6 Mondays" promotion, tied to their NFL partnership, is a clever marketing strategy to drive traffic and sales. By offering free boneless wings after specific game events, they're creating a direct link between sports viewership and restaurant visits. This could potentially increase both dine-in and to-go orders on typically slower Mondays.

The $10 minimum purchase requirement ensures some revenue while still providing perceived value to customers. The promotion's timing, running through Super Bowl LIX, capitalizes on the entire NFL season and post-season excitement. Additionally, tying it to their existing sweepstakes for Super Bowl tickets creates a multi-layered engagement strategy.

For Dine Brands Global (DIN), Applebee's parent company, this promotion could lead to increased same-store sales and potentially improved brand perception. However, the impact on overall financial performance may be due to the cost of the promotion and its specific timing requirements.

Financial Analyst

While this promotion is innovative, its financial impact on Dine Brands Global (DIN) is likely to be modest. The $10 minimum purchase requirement helps offset the cost of free wings, but margins may be squeezed on these transactions. The real value lies in potential increased foot traffic and order volume, which could drive ancillary sales of higher-margin items like drinks and desserts.

For context, DIN's market cap of $476,258,337 suggests it's a relatively small player in the restaurant industry. This promotion might help Applebee's compete more effectively against larger chains, potentially leading to market share gains. However, investors should watch for any impact on food costs and overall profitability in upcoming quarterly reports.

The NFL partnership itself is a significant asset, offering brand exposure to a wide audience. Long-term, this could translate to improved brand value and customer loyalty, which are key drivers for restaurant stocks. Overall, while not a game-changer, this promotion aligns with strategies to drive growth in a competitive market.

Fans can enjoy six FREE Boneless Wings every Monday after a Pick 6 occurs during any Sunday NFL game;

With a $10 purchase on Applebee’s Pick 6 Mondays, guests can enjoy six FREE Boneless Wings, available for dine-in or To Go, now through Super Bowl LIX

PASADENA, Calif.--(BUSINESS WIRE)-- Applebee’s, the Official Grill + Bar Sponsor of the National Football League, is continuing to celebrate football season with NEW Applebee’s Pick 6 Mondays! Beginning Monday, Oct. 7, and through the rest of the NFL season, guests will have the chance to score six FREE Boneless Wings every Monday - only after a Pick 6 takes place during any NFL Sunday games the day before - with a minimum purchase.*

Applebee’s, the Official Grill + Bar Sponsor of the National Football League, kicks off NEW Applebee’s Pick 6 Mondays - where guests can enjoy six FREE Boneless Wings every Monday after a Pick 6 occurs during any Sunday NFL game. (Photo: Business Wire)

That’s right - a Pick 6 during any NFL Sunday game will unlock a free six-piece order of America’s Favorite Boneless Wings the following Monday for both dine-in and To Go.** Football and Applebee’s fans alike can head to their local restaurant or order online to redeem their free appetizer on Mondays only – as long as a Pick 6 happens the day before – with a minimum purchase. Guests can enjoy their free order of Boneless Wings, with a minimum purchase, when dining in or by applying promo code “PICK6” at checkout for online orders via Applebees.com.

“America’s Favorite Boneless Wings at Applebee’s are perfect for celebrating any and all occasions – like running an interception back for a touchdown,” said Joel Yashinsky, chief marketing officer of Applebee’s. “Every Sunday, all eyes will be on the NFL to see which team will unlock six free Boneless Wings for the country the following Monday, for both dine-in and To Go. Plus, don’t forget to enter our sweepstakes for a chance to win a trip for two to Super Bowl LIX when dining in or ordering online! This deal is just one of many exciting ways that we will continue to celebrate football season through our partnership with the NFL.”

A Pick 6 is when an interception is made by a defensive player who runs it back for a touchdown, scoring six points for the team.

America’s Favorite Boneless Wings can be enjoyed in one of six sauces – Classic Buffalo, Honey BBQ, Sweet Asian Chile, Garlic Parmesan, Extra Hot Buffalo, or Honey Pepper – and paired with a dipping sauce of guests’ choice of Bleu cheese or house-made buttermilk ranch dressing.

*Limit one order of 6 free Boneless Wings per check or online order. Minimum purchase of $10 required to redeem promotion. Celery is available for an additional 25¢. Visit bonelesswings.com for details on America’s Favorite Boneless Wings.

** For a limited time at participating Applebee's restaurants and while supplies last. Redeemable only when a Pick 6 occurs on Sunday and only on the next day (Monday).

To find your local restaurant to dine in, visit Applebees.com/restaurants. To order Applebee’s To Go or delivery, visit Applebees.com or the Applebee’s mobile app (iOS, Google).

For even more exclusive deals and specials, guests can sign up to be a part of the neighborhood. Join Applebee’s E-Club and receive a welcome offer!

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 1,625 Applebee’s restaurants in the United States, two U.S. territories and 12 countries outside the United States as of June 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 eight 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/20241001988682/en/

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Source: Applebee’s

FAQ

What is Applebee's Pick 6 Mondays promotion?

Applebee's Pick 6 Mondays is a promotion where customers can get six free Boneless Wings every Monday after a Pick 6 occurs during any Sunday NFL game, with a minimum $10 purchase.

When does the Applebee's Pick 6 Mondays promotion start?

The Applebee's Pick 6 Mondays promotion starts on Monday, October 7, and runs through the rest of the NFL season.

How can customers redeem the free Boneless Wings offer?

Customers can redeem the offer by dining in at their local Applebee's or ordering online using the promo code "PICK6" at checkout, with a minimum $10 purchase.

What sauces are available for Applebee's Boneless Wings?

Applebee's Boneless Wings are available in six sauces: Classic Buffalo, Honey BBQ, Sweet Asian Chile, Garlic Parmesan, Extra Hot Buffalo, and Honey Pepper.