Applebee's is rethinking its menu after a string of store closures and revenue declines.
Applebee's parent business, Dine Brands, released its third-quarter 2023 earnings report this month. Even though Applebee's average weekly sales were greater than before
This sales drop is Applebee's latest 2023 challenge. The chain said in March that it would close 10–20 restaurants this year.
Applebee's increased its net closure projection to 25 to 35 restaurants in August to close failing sites and get back on track.
Fortunately, Applebee's has a multi-pronged plan to recover, including its menu. Dine Brands CEO John Peyton said Applebee's has tried over
200 different menu items in the previous five months during the third-quarter earnings call. Menu adjustments should be coming next year, although Dine Brands management
Dine Brands management gave fans a few hints about these menu modifications. The 200 items Applebee's has been testing include other
cuisines, inventive takes on classic menu dishes, and new beverages that are "generating positive anticipation" among franchisees ahead of their 2024
Moralejo also said Applebee's is innovating its "culinary side" and adding value with its Dollarita and all-you-can-eat boneless wings promotions.