Applebee's in Q2 2025 saw a 4.9% increase in same-store sales — the first positive growth the casual dining chain has seen in that metric in two years. To keep the momentum going, the chain has been strengthening its in-house social media team and is launching a new campaign timed to the upcoming start of the NFL season as the official grill and bar of the league.
The shift in focus on social media as a central element of marketing for Applebee’s has included expanding its social media team’s capabilities, executives noted during an earnings call. These efforts are already yielding results, in just three months. On TikTok, the brand saw video views increase over 500%, user reach grow 760% and likes increase nearly 1,000%. On X and Meta, Applebee’s saw a 215% increase in engagement.
“These figures show the benefits of our more agile, in house-led approach to social storytelling and the impact of meeting culture in real time where it lives,” said John Peyton, CEO of parent Dine Brands and president of Applebee’s, on an earnings call.
Applebee’s, which saw CMO Joel Yashinsky move to Burger King in April, continues to focus on better reflecting how its guests engage with content as it looks ahead.
“It’s about being more intentional — leaning into bold creative, experimenting with new formats and showing up in ways that feel fresh and relevant,” Peyton said in an interview with Marketing Dive. “We’re learning, adapting and building momentum.”
To get there, the chain has built an in-house social team equipped “to move at the speed of culture,” Peyton said. This includes creating original content, jumping into trending moments and speaking with authenticity.
“It’s about showing up in real time with a voice that resonates, especially with Gen Z and millennials, and keeping Applebee’s relevant in the conversation,” he said.
Applebee’s will continue to meet consumers around culture with a new campaign timed to the upcoming start of the NFL season. The campaign is focused on the chain’s new Ultimate Trio menu item, which allows consumers to mix-and-match three appetizers and three dips.
A series of ads features NFL head coach Dan Campbell, Las Vegas Raiders running back Ashton Jeanty and Houston Texans quarterback C.J. Stroud. A 30-second spot shows Campbell calling a play from a seemingly infinite scroll of combinations (there are 81,600 permutations, to be exact). The effort also features two 15-second ads.
“It’s the opening play in a season-long campaign designed to connect with fans and make Applebee’s part of the game day experience,” Peyton said.
With competition in the casual dining space heating up, sales and traffic growth in Q2 across the Dine Brands portfolio — which also includes IHOP and Fuzzy's Taco Shop — was attributed to enhanced menus and value platforms, elevated guest experiences and more effective marketing.
That three-part strategy is key for Dine Brands and Applebee’s as consumers continue to face macroeconomic pressure and order fewer extras, trade down to lower-priced items and look for value across the restaurant space.
“Our two for $25 deal continues to be a fan favorite, so we’ve made it the centerpiece — using it to launch bold new flavors and menu innovations,” Peyton said. “It’s a smart way to deliver value while inviting guests to explore something new, risk-free.
