In 2021, country musician Walker Hayes released a song called “Fancy Like” that included the lyrics, “Yeah, we fancy like Applebee’s on date night. Got that Bourbon Street Steak with the Oreo shake. Get some whipped cream on the top, too – two straws, one check, girl, I got you.”
The song climbed the charts and became a viral sensation and the conversation about Applebee’s being a “fancy” date night destination continues across social media platforms today.
So, it’s only fitting that the casual dining chain would launch an Applebee’s Date Night Pass. The pass will be available for $200 beginning Jan. 22 at noon on applebees.com/datenightpass. Users will receive a physical card in the mail with a unique promotional code connected to their account.
Applebee’s Date Night Pass was created to provide cardholders with 52 date nights, starting Feb. 1 through Jan. 31, 2025, with up to $30 on food and non-alcoholic beverages per use via dine-in or to-go. That would typically equate to more than $1,500 in value.
The objective is to make date nights “more accessible and flexible,” according to the company, as dating costs haven’t been immune to the inflationary environment. In fact, according to Match’s “Singles in America” study, the cost of dating is up by 40% throughout the past 10 years.
“We take pride in bringing people together over a hot, delicious, and affordable meal,” CMO Joel Yashinsky said in a statement. “At Applebee’s, there’s always an occasion to celebrate – whether it’s a first date, friend date, or anniversary with your someone special. Now with our Date Night Pass, a select number of guests can enjoy an incredible year-long deal for any and all occasion.”
During Applebee’s parent company Dine Brands’ most recent earnings call in early November, CEO John Peyton said the company is looking for opportunities to “lean into abundant value.” As such, the chain has brought back its all-you-can-eat boneless wings, riblets and shrimp deal, the Dollarita and more.
“Applebee's guests want compelling value and a great dining experience at an affordable price. Our strategy leverages fan favorite menu items, new culinary options and promotional offerings that appeal to both new and existing guests,” he said.
During the ICR Conference last week in Orlando, Fla., Fitch Ratings Senior Director David Silverman said consumers are softening and will seek more value opportunities this year.
Contact Alicia Kelso at [email protected]