Applebee's has made its mark as a neighborhood grill and bar, but nowadays this chain is losing its identity.
Applebees is famous for its appetizers, meal deals, and cocktails, and the chain planned expansion after closing some of its locations in 2023.
But it seems that the plan of the chain has flopped because now this chain is closing more locations and it is very bad for it.
Dine Brands, which is Applebee's parent company, will have closed 10 to 20 locations by the end of this year (2023).
Last year in 2022, Apple's opened 4 new locations to close its 13 locations, but the number of location closings in 2023 is much higher than last year.
Applebee's president says that ROI of Applebee's location is very low, perhaps its reason may be construction and land acquisition costs.
Applebee's is still offering deals to bring in customers on a budget. It brought a popular $1 deal last month that let you add a few Double Crunch Shrimp to any fillet two separate sets.
For St. Patrick's Day, the company also brought back the Tipsy Leprechaun and the Pot O' Gold Colada. When the drinks come out in 2022, they will cost $6 instead of $5.
Applebee's was contacted about this huge decline in its locations in 2023, but Chan did not respond quickly.