With food prices elevated and household budgets feeling the pinch, dining out has increasingly become a luxury.
Families are looking for ways to enjoy a meal away from home or on vacation without overspending. That’s one reason a deal like Disney’s “kids eat free,” is headline-making news.
But loss-leaders — so-called because they are products sold below cost — are not always a gamble that pays off for restaurants.
Remember in 2024 when Red Lobster promised customers endless plates of shrimp for just $20? It was a move the chain hoped would help shake off its pandemic hangover.
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Consumers were looking to find value and stretch budgets, but since restaurants already operate on thin profit margins, the gamble didn’t pay off for Red Lobster. The chain closed dozens of locations last year and eventually filed for bankruptcy. Red Lobster’s loss-leader shrimp offer wasn’t necessarily the reason for the filing, although it may have accelerated the process.
Nevertheless, other restaurants are trying to reinvigorate in-person dining by introducing, or reintroducing, deals that many of us thought were long gone.
Applebee’s is one of them.
Applebee’s is bringing back a favorite meal deal.
Image source: Shutterstock
Applebee’s is bringing back a popular meal deal
Applebee’s (DIN) just announced its popular “All You Can Eat” deal for a limited time. For $15.99, customers can gorge on unlimited servings of Riblets, Double Crunch Shrimp, and Chicken Tenders, plus endless bowls of fries and cole slaw.
The deal serves up potentially enormous portions of food for a relatively small price.
The all-you-eat plan allows diners a mix-and-match format so they can customize their meals. The meal includes a protein — chicken, pork, or shrimp slathered in one of Applebees’ signature sauces — alongside fries and cole slaw.
Related: Disney World makes families a generous offer
The sauce lineup for this special includes honey BBQ, honey dijon mustard, buttermilk ranch, blue cheese, and hot honey glaze, along with fan favorites like classic buffalo and spicy honey mustard.
“Every combination is a win,” said Applebee’s Vice President of Marketing, Reid Leslie in a statement.
Diners can add a “dirty soda” with a swirl of cream, whipped cream, and a cherry for just $1 extra.
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Applebee’s is hoping diners will also add dessert and some adult beverages to their ticket.
The menu of seasonal cocktails on offer includes Bacardi Buckets in tropical flavors like Strawberry Daq-A-Rita and Rum Breeze as well as $6 Watermelon Mana Margaritas. Leslie says the drinks are meant to evoke summer.
Applebee’s may be leading the comeback to value dining
Applebee’s is known for its family-friendly atmosphere and its huge list of appetizers offered at relatively budget-friendly prices.
The new throwback offer speaks directly to customers’ current cost-cutting priorities.
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As full-service restaurants like Applebee’s face pressure from fast-casual competitors like Chipotle and Five Guys, as well as food-delivery options from fast-food and fine-dining spots alike, promotions like its All You Can Eat deal are meant to increase foot traffic (and bar tabs), and remind customers about the pleasures of the relaxing in-restaurant dining experience.
Applebee’s is also hoping that offering extras like cocktail and dessert specials that are only available in the restaurant will compensate for the dollars lost when people eat more than the food costs.
Applebee’s All You Can Eat deal is available for in-house dining only.
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