It’s unofficially the summer of the snack wrap, but more broadly, it’s the summer of value menus. The old school dollar menu may be a thing of the past, but the big national chains are adapting to the rocky economic times by introducing budget-friendly options. Domino’s has its self-proclaimed “Best Deal Ever.” Taco Bell has its new Luxe Boxes.
Some smaller chains are even marketing their summer deals with overt nostalgia. New England favorite Friendly’s, for example, is serving up 90-cent ice cream scoops in honor of its 90th anniversary. NYC’s Planet Hollywood has even introduced a retro menu with items priced at their 1991 prices. (Remember the scene in Pulp Fiction when John Travolta is outraged that a milkshake costs $5? If he only knew…)
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Now Applebee’s is joining the discount trend. They’ve added two new items to their 2 for $25 menu: Chicken Parmesan Fettuccine and a BIG Bangin’ Burger (emphasis theirs). The fettuccine pasta is exactly what it sounds like, while the BIG burger has two(!) slices of cheese and a “sweet and spicy secret sauce made with jalepeños and bacon.” So there’s bacon in the sauce, but not on the burger. Guess that’s why it’s on the value menu.
They’ve also added a new discount drink: the Backyard Blackberry Lemonade, made with Tito’s vodka and Ole Smoky Blackberry Moonshine—and lemonade, of course. Despite the not-bottom-shelf ingredients, Applebee’s is hawking this elixir for just $6. Recession indicator?
Like many chain restaurants, Applebee’s has seen a dip in sales as consumers have been eating out less due to inflation. The restaurant’s sales had dipped 2.2 percent year-over-year at the end of this year’s first quarter. While still a loss, it’s an improvement compared to the previous quarter, where its sales had dropped by 4.7 percent.
