The family chain's strategy appears to be working, as Applebee's saw its sales grow by nearly 5% this past quarter. And company execs gave credit where credit was due: to the social media team.
If you're on Instagram or TikTok at all, you may have noticed an uptick in Applebee's content. In addition to traditional social media ads, the company embraced memes and trends—even making Labubu content. Original stuff aside, Applebee's also teamed up with a ton of food influencers to create sponsored content. One influencer, Megan Million, went all around New York City handing out Applebee's gift cards to unsuspecting strangers as she advertised the 2 for $25 menu.
Since making this major change, the company has seen its TikTok views increase more than 500 percent, and likes by almost 1,000 percent. “These figures show the benefits of our more agile in-house-led approach to social storytelling and the impact of meeting culture in real time where it lives,” Peyton continued.
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