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We visited Applebee's as the chain tries to claw its way out of a downward spiral. Here's the verdict. (DIN)

Applebee's 2

  • 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:

At the door to a Brooklyn Applebee's, a sign greets us with the promise of $1 Long Island Iced Teas.

Applebee's began its $1 drink deals in October 2017. While sales didn't immediately skyrocket, the deals served as a crucial cornerstone to the chain's turnaround — something that convinced customers to consider visiting Applebee's again. 

"When it first started, we were looking at social media and millennials were like, 'I don't like Applebee's. But dollar margaritas? I'm in,'" Dine Brands CEO Stephen Joyce told Business Insider in May. 

At first, others at Applebee's were worried by the negativity. Joyce took the opposite approach, telling executives to use the $1 drinks to "get 'em in" and convince millennials to reconsider Applebee's.



Sliding into our booth, we decide it's our journalistic duty to order the L.I.T.s. They were... fine.

Reporters were mixed on the booze levels of the drink. While one reporter said it was weak but definitely contained alcohol, the other felt the beverage was significantly more tipsy, falling asleep on her couch at 6 p.m. after two L.I.T.s.



As we sipped our cocktails, heartier fare beckoned. We started with the classic combo platter — a smattering of iconic appetizers.



See the rest of the story at INSIDER

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