Applebee’s $1 margaritas and boneless wings have proven to be a sweet and satisfying deal for consumers as they chase promotional offers and value, according to Dine Brands CEO John Peyton. Dine Brands, a parent company that oversees some of the country’s popular eateries, has crafted irresistible promotions that are helping its restaurants navigate the money-conscious consumer in today’s economy. "The consumer sent a message this past quarter.
You know what we saw really for our guest that earns $50,000 and below, which is about 40-45% of our guests, is that that guest dined out less frequently in the first quarter and when they were dining with us, managed their wallet more closely than in the past, finding our promotional offers and things like that," he explained. Peyton said that the company's restaurants have endured strong economies and "tougher economies like this.
Applebee’s promotional offers such as its $0.50 boneless wings, have proven to be successful for the company’s growth. "That’s a driver of traffic. Most importantly, it’s profitable, like we just launched last week also for Applebee’s, Dollar Rita, which is a margarita for $1, also profitable for our franchisees," he explained. Peyton expressed that constructing a promotional deal is both an art and a science.
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