The subscription program sold out in less than 1 minute last year, prompting the chain to add 1,000 more passes
Applebee’s Date Night Pass subscription, first introduced last year, sold out in less than 1 minute, “far exceeding expectations” and triggering the company to add 1,000 additional passes. The casual dining chain is bringing back the popular promotion this year, offering 3,000 passes available for purchase.
Starting today, Club Applebee’s members can register by Feb. 12 at 11:59 p.m. EST for a chance to purchase a pass for $100. On Valentine’s Day, Feb. 14, 3,000 members will be notified that they were randomly selected to purchase a Date Night Pass. Each Date Night Pass can be redeemed for a total of $50 off food and non-alcoholic beverages and can be used 12 times from March 1, 2025 through Feb. 28, 2026, for dine-in or to-go orders.
“We don’t just make meals for our guests, we make memories. From first dates to birthdays, anniversaries, and everything in between, there’s always an occasion to celebrate at Applebee’s,” chief marketing officer Joel Yashinsky said in a statement. “Our exclusive Date Night Pass is the perfect way to keep the celebrations going every month over the course of the year with an incredible value. Whether it’s a night out with friends, or a cozy meal with a loved one, we’ve got date night covered.”
Additionally, Applebee’s is launching the Applebee’s Date Night Challenge. Beginning March 1, fans who share how they celebrate date night at Applebee's on Instagram and X using #ApplebeesDateNight and #Sweepstakes will be entered to randomly win a $100 gift card, while one couple will win the grand prize – a date night at any Applebee’s in the continental U.S. The grand prize includes travel to their date night location (flights and hotel), a limo, and a new date night outfit for two.
With the Super Bowl also happening this week (Feb. 9), it's a busy time at Applebee’s, which is also the “Official Bar + Grill” of the NFL. As part of that agreement, the chain is offering customers who order $40 worth of menu items through its website or app 20 free boneless wings. The chain could use a tailwind. During its most recent quarter reported in November, Applebee’s same-store sales declined by 5.9%. John Peyton, CEO of parent company Dine Brands, said the company continues to experience consumer pullback and has adjusted its value strategy to manage a highly promotional operating environment.
Contact Alicia Kelso at [email protected]
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