Applebee’s puts smooth marketing moves on ‘Fancy Like’ songApplebee’s puts smooth marketing moves on ‘Fancy Like’ song

Applebee’s Neighborhood Grill Bar is bringing back the Oreo Cookie Shake as country singer Walker Hayes’ “Fancy Like” hit, with lyrics that feature the treat as well as the brand’s Bourbon Street Steak, continues to dominate the record charts.

The Glendale, Calif.-based casual-dining division of Dine Brands Global Inc., which also owns IHOP, has brought back the Oreo Cookie Shake for $2.99 and today debuts two new commercials featuring the song and the viral TikTok dance popularized by Hayes and his 15-year-old daughter, Lela.

Hayes’ “Fancy Like,” which the Tennessee-based singer co-wrote, popped to No. 1 on Billboard's Country Digital Song Sales chart in June and popularity grew through July and August. The song is currently No. 1 on Billboard’s chart.

The lyrics mention Wendy’s fries dipped in a Frosty shake, but they highlight being “fancy like Applebee’s on a date night” and a “Bourbon Street Steak with the Oreo Shake.”

Hayes noted in an Applebee’s statement: “For years, my wife, Laney, and I have been regulars at Applebee’s for date night, and I’ve always wanted to write a song about it.”

John Cywinski, Applebee’s president, said Aug. 5 in a second-quarter earnings call that music remains part of the brand’s marketing makeup. As pandemic dining restrictions eased, the brand’s advertising featured songs like the themes from “Cheers” and “Welcome Back, Kotter.”

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“Our talented marketing team has done a terrific job conveying Applebee's unique brand essence,” Cywinski said, noting that “Fancy Like” held the No. 1 spot on iTunes.

“Fancy Like” and its Applebee’s endorsement have also been popularized on such social media platforms as Instagram and YouTube.

Joel Yashinsky, Applebee’s chief marketing officer, said in a statement: “We’d like to congratulate Walker on the song of the summer. As soon as we heard ‘Fancy Like’ and saw the dance videos at our restaurants, we knew we had to showcase this viral sensation.

“With our new ad debuting today and the return of the Oreo Cookie Shake, we can’t wait for guests to head into Applebee’s for their own ‘Fancy Like’ date nights,” Yashinsky said. “Just don’t ask me to do the dance. I’ll leave that to our guests!”

As of Aug. 5, Applebee’s had 1,696 franchise- and company-operated restaurants in the United States, Puerto Rico, Guam and 11 other countries.

Contact Ron Ruggless at [email protected]

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