Hollis Johnson/Business Insider
Applebee's is aiming for a comeback.
- Applebee's is gunning for a comeback after a sales slump. The chain closed 99 locations in 2017.
- The casual-dining chain is doubling down on deals and limited-time offers, like the $1 Long Island Iced Tea, to bring back customers.
- We visited Applebee's to see how the menu revamp was going and were impressed by the deals - and the cheap drinks.
Applebee's is desperate for a comeback.
The casual-dining chain has struggled to grow sales in recent years and closed 99 locations in 2017. Inauthentic ads turned off customers while expensive redesigns cut into restaurants' profits. Applebee's - and the wider casual-dining industry - seemed to be fighting a losing battle to win over younger customers and beat out fast-casual chains and independent restaurants.
Now, things might be looking up.
In May, parent company Dine Brands reported that Applebee's grew sales in the United States by 3.3% in the most recent quarter. According to the company, increased traffic drove the sales increase, meaning customers are finally coming back to the chain.
In an effort to see how Applebee's was winning over customers, Business Insider decided to pay a visit to the chain. Here's what we found: