Consumers remain focused on value, and restaurants in the competitive QSR, fast casual and casual dining space are similarly committed to delivering on that need. Like its competitors, Applebee’s has made value a consistent part of its marketing strategy. In the summer, the chain’s “All You Can Eat” and “Poolio with Don Julio” campaigns contributed to sequential gains during a Q2 2026 period when the chain saw comparable domestic same-restaurant sales decrease 1.8%.
“This is our barbell strategy and our marketing playbook in action: an accessible, value-driven all-you-can-eat campaign, anchored in affordability, paired with a culturally resonant higher-priced indulgence that drove traffic and generated social buzz among the younger audience,” Applebee’s CEO John Peyton said on a call discussing the earnings.
Applebee’s continues to refresh its value messaging with new items: This week the chain brought back Sizzlin' Skillets, priced at $12.99, and a seasonal Spooky Sips beverage menu with $6 drink options. Leading the way on the chain’s marketing is Michelle Chin, who joined as CMO in September 2025 after nearly a decade in various roles at Starbucks.
Marketing Dive spoke with Chin about her first year in the role, Applebee’s unique value proposition and the chain’s recent appointment of BBDO Chicago as creative agency of record.
The following interview has been edited for clarity and brevity.
MARKETING DIVE: You’ve been in the CMO role for just over a year. What have you been focused on?
MICHELLE CHIN: I spent the last year traveling around the country, working with our franchisees, meeting our guests firsthand at the restaurants. For me, it's really about identifying what made Applebee’s special for the last 46 years, and subsequently, what do we take forward for the next 46? Recognizing at the same time, we do need to bring in a new generation. They've had great memories of Applebee's growing up — how do we make sure it's part of their traditions and their families moving into the future?
It's about going back and celebrating the things that made us special, modernizing it for today. For example, we have always been about the neighborhood; “Eating good in the neighborhood” has been our tagline for over 25 years. There’s high recall and awareness in terms of what we stand for, but we recognize that the neighborhood is changing and has changed quite a bit while we've stood still. As neighborhoods are no longer just geographically defined, but are now digitally available with people of like minds and interests coming together, how does the brand evolve with that without losing the essence of ‘neighborhood’?
Tell me about your internal team and new partners at BBDO Chicago.
That's evolved a bit in terms of how we see marketing as a full ecosystem and how we break down our own internal silos. In a restaurant business, it's really about sales overnight, brand over time, but striking that balance to make sure that you're doing both simultaneously. With the social team driving advocacy and our core marketing team driving in-restaurant experience menu opportunities, as well as overall awareness, we're coming together as a team.
BBDO is coming at a great moment where they're bringing fresh insights to the heritage of this brand, but they're also going to be partnering with me in terms of key storytelling, then figuring out how it comes to life appropriately for TV, digital, social and in restaurants. Historically it's been more focused on how we tell a story in each of these individual channels, but we recognize that the traditional marketing funnel no longer exists, and it's really this big messy middle. People are going to interact with the brand however they come across it, so we need to be consistent, meaningful and have high impact.
How is Applebee’s approaching social and creators?
I think the authenticity of creators is important because we're a brand about the neighborhood, and subsequently, it's all walks of life coming into Applebee's. When you come into our dining room, you see almost every representation of somebody in your neighborhood, and I think we've always prided ourselves on being authentic and genuine. We are a brand for hardworking individuals that are savvy with their money that still want a great time and the sense that it’s worth it.
Creators can bring that to life because they're bringing their own personalities into an Applebee's, they're making it their own. They're giving genuine reviews. We encourage creators to [ask]: Is Applebee's a place for lunch? Is it a place to share with my bestie, or is it late night apps? It runs the gamut, and I think bringing in and partnering with different creators allows us to demonstrate all facets of Applebee's.
How is the brand’s NFL partnership coming to life this year?
The biggest moment this year with the NFL partnership was really leveraging and partnering with Marshawn Lynch for our latest launch, the O-M-Cheese-adilla Burger. He has been a longstanding fan of Applebee's, dating all the way back to when he was playing in Buffalo, where he would go to the local Applebee's.
We launched O-M-Cheese-adilla just in time for the NFL season, and partnering with him to play on something that's been a cultural moment has been great, to drive that awareness and reach a new demographic, but do it in a really authentic way. When we were filming the ad with him, he made a point to actually go and order four quesadilla burgers just because it's his favorite. When you find a celebrity or partner that is authentic, resonates with your audience and also is truly a fan, it makes it that much more worthwhile and impactful in the market.
The last time we spoke we discussed Applebee’s Date Night Pass loyalty offering. How has that gone this year?
This was our third year [with the Date Night Pass], and it was quite successful for us. It’s coming at a great time where people are still wanting to go out, celebrate and have a good time, especially moments that are worth it. But economically, I think we're all challenged and watching our wallets a little bit. So how do you balance that?
From a loyalty perspective, our philosophy is really about having a program that has an experiential, value-added base, as opposed to a typical point system. Our brand is really about experiences and opportunities for people to connect at the table, and so being able to provide a moment where they can get together at that table at an affordable price and create memories is super important.
As the entire industry focuses on value, how are you breaking through the noise with Applebee’s offerings?
We have the 2 for $25 promotion – it's a longstanding promotion. It is essentially a meal for two with one appetizer and two entrees, where people can have some great food while they're creating memories and catching up with their loved ones, and so we continue to push that.
That promotion in and of itself is more than 25% of our business. While our competition is looking at single-diner promotions, I think there is something special about 2 for $25 because it goes back to the ethos of our brand in terms of giving you an opportunity to celebrate with others. It also links back to programs like Date Night Pass: that was created consciously because we know that people are feeling a little constrained and subsequently can't go out, whether it's a romantic or a platonic date, and subsequently giving them the opportunity to do so.
