Applebee’s is a casual dining restaurant chain that is known for its extensive menu, neighborhood flair, and family-friendly atmosphere. Identifying the target market for Applebee’s can provide insight into the customers they aim to attract and serve.
Who is the Applebee’s target market?
Applebee’s targets a broad demographic of customers across different age groups, genders, and income levels. Their ideal customer base includes:
- Families with children
- Young adults
- Middle-aged couples
- Seniors and retirees
- Price-conscious diners
- Neighborhood regulars
Applebee’s aims to appeal to customers seeking an affordable, casual dining experience in a lively, community-oriented setting. Their extensive menu features American classics like burgers, salads, pastas, and signature cocktails, with options for adults, kids, vegetarians, and restricted diets. This broad menu selection attracts diverse diners with varying tastes and dietary needs.
Targeting Families
One of Applebee’s core target demographics is families, especially those with children or teenagers. Applebee’s has positioned itself as a family-friendly chain with kids’ menus, crayons, coloring sheets, and arcade games to keep children engaged. Value deals like the “2 for $20” promotion also appeal to budget-conscious parents seeking an affordable night out.
Surveys show that millennial parents are a major segment of Applebee’s family customer base. Millennials now make up the largest share of parents in the U.S. and are drawn to Applebee’s kid-friendly atmosphere and extensive menu. A 2019 poll found Applebee’s was the top family dining spot for millennial parents among major chains.
Kid’s Menu Offerings
To better appeal to kids, Applebee’s offers a special kids’ menu called “Toon Town” with child-sized portions. Options include:
- Cheeseburger
- Chicken tenders
- Mac and cheese
- Grilled cheese
- Pizza
- Pasta
Kids’ meals are bundled with side items like fries, apple slices, or Go-Gurt yogurt. Applebee’s also gives free refills on soft drinks for kids. The variety and customization make it easy for parents to find options their children will enjoy.
Promotions for Families
Applebee’s runs regular promotions to attract families on a budget. These have included:
- “Kids Eat Free” – 1 free kids entree with each adult entree purchased
- “2 for $20” – Choose 2 entrees with 2 sides for $20 total
- “All You Can Eat Riblets & Chicken Tenders” – Unlimited ribs and tenders for one fixed price
- 25% off family bundles for takeout or delivery
Timed to weekends, holidays, and summers, these deals make Applebee’s an affordable option for family gatherings and weekend meals. The kids eat free promotion brings in huge family crowds.
Targeting Young Adults
In addition to families, Applebee’s targets millennials and Generation Z as a key demographic. For these younger diners, Applebee’s aims to be a trendy spot for casual dates, group gatherings, and late-night bites.
Menu Options for Younger Crowds
To appeal to younger tastes, Applebee’s has added menu items like:
- Boneless wings with new sauces
- Chicken fajita rollups
- Brisket tacos
- Wagyu steak burgers
- $1 Vodka Bursting Lemonades
- New frozen cocktails and shakes
These contemporary options attract younger foodies looking for bolder flavors and late-night finger foods. Applebee’s positions itself as an affordable spot for get-togethers over apps and drinks.
Marketing Toward Millennial & Gen Z Customers
Recognizing younger customers are turned off by overtly family-focused branding, Applebee’s has shifted its marketing approach. Its ads feature vibrant restaurants filled with millennial diners, music, and good times. Marketing slogans like “Eating Good in the Neighborhood” convey a hip, contemporary vibe.
Applebee’s also markets heavily on social media platforms like Instagram and TikTok favored by millennials and Gen Z. User-generated content shows young friend groups enjoying the Applebee’s experience. The chain’s online voice mirrors youthful, irreverent humor that resonates.
Targeting Middle-Aged & Senior Diners
Middle-aged couples and senior citizens are reliable sources of business for Applebee’s, especially during daytime and early evening hours. Applebee’s neighborhood familiarity, slower pace, and comfort foods appeal to these demographics.
Daily Specials
Applebee’s offers special “Daily Deals” from opening to 6 pm targeting older diners. These include:
- Half-price appetizers
- $1 Jumbo Beer
- 99 cent house drinks
- 2 for $20 meal deals
- 20% off for seniors
The early bird specials attract retired regulars and senior groups looking for dining discounts. Lower prices also appeal to budget-conscious boomers.
Classic Comfort Foods
Applebee’s serves nostalgic American dishes like meatloaf, pot roast, chicken-fried steak, and mashed potatoes that appeal to older generations. Familiar standbys like burgers, salads, sandwiches, pasta, and steaks are menu staples. Traditional breakfast options, desserts, and drink classics like milkshakes and lemonade are also offered.
This traditionalist menu caters to longtime customers wary of newfangled items. It provides familiar, filling comfort foods older diners grew up with.
Appealing to Neighborhood Regulars
As the name suggests, Applebee’s wants to be every neighborhood’s local go-to spot. They aim to attract loyal regulars who dine frequently for convenience and familiarity.
Convenient Locations
With over 1,700 locations, Applebee’s boasts one of the largest footprints in casual dining. Most restaurants are conveniently located in suburban strip malls, highway exits, and metro downtowns enabling easy access.
Abundant parking, takeout windows, delivery options, and online ordering with Applebee’s app also make grabbing Applebee’s meals seamless for busy regulars. They cater to time-pressed families and solo diners wanting fast, affordable fare.
Rewarding Loyalty
Applebee’s built a loyal following by remembering regulars and treating them well. Servers get to know their customers, tabs, and orders. Loyalty programs offer rewards like free appetizers, bonus points, and member discounts.
These perks incentivize customers to keep coming back. Applebee’s leverages neighborhood familiarity to breed local devotees. Their tagline “Eating Good in the Neighborhood” sums up their rapport with regulars.
Attracting Budget-Conscious Diners
Value pricing is another pillar of Applebee’s strategy. Their menu provides extensive choice at relatively low prices, appealing to budget-minded diners.
Dollar Deals
Applebee’s runs regular dollar deal promotions where everything from appetizers to cocktails costs just $1-2 per item. Recent examples include:
| Menu Item | Dollar Deal Price |
|---|---|
| Dollar Jumbo Beer | $1 |
| Dollar Hurricane Drinks | $1 |
| Dollar Sliders | $1 |
| Half-Price Appetizers | $0.50 |
At these prices, customers can stretch their dining budgets. Dollar snacks and drinks entice traffic during off-peak times.
Abundant Value Meals
Almost every menu section has value combinations priced under $10-15. These include:
- 2 for $20 meal deals
- Half-price appetizers
- Burger & fries combos
- All-you-can-eat specials
- Kids eat free with adult entree
- Senior citizen discounts
Affordable prices make Applebee’s an everyday option, not just a special treat. Even amid inflation, Applebee’s has resisted raising value menu prices.
Appealing to Health-Conscious Consumers
While known for indulgent comfort foods, Applebee’s has added healthier options to attract calorie-counters and dieters. These include:
Under 550 Calorie Menu
This menu highlights nutritious picks under 550 calories like:
- Shrimp Fresca Lime Bowl (370 calories)
- Chicken Wonton Stir Fry (520 calories)
- Asiago Peppercorn Steak (440 calories)
- Cedar Grilled Lemon Chicken (430 calories)
Lighter proteins, garden vegetables, and whole grains cater to health-minded diners.
Plant-Based and Gluten-Free Options
Applebee’s now offers the Impossible Burger meatless patty. New sides like quinoa veggies, edamame, and superfood salads provide vegan and vegetarian entrees. Gluten-free choices include burgers on lettuce buns and celiac-friendly pastas.
Diets like keto are accommodated with low-carb picks. Nutritional info is posted online and on menus. These options attract calorie counters plus guests with food intolerances.
Conclusion
Applebee’s offers something for everyone by targeting an extremely wide customer demographic. Their family focus appeals to parents and kids while contemporary marketing and menu entice millennials. Value pricing attracts budget diners and those seeking everyday convenience. Special diets are also accommodated. This multi-prong strategy aims to make Applebee’s the neighborhood eatery with broad appeal across age, taste, and budget preferences. Their “Eating Good in the Neighborhood” mantra conveys how Applebee’s strives to be the local spot with a universally likable menu.