Struggling restaurant chain makes major change to win back customers

Every family had that one classic restaurant chain that became the go-to spot when dining out. However, those days are starting to fade.

It seems that the iconic American restaurant chains we grew up with are simply not what they used to be. Some now lack consistency, generous portions, and reliable food quality, all of which they were once praised for.

Additionally, the unpredictable economy and stubborn inflation have made consumers more conscious of their spending habits, hurting the overall restaurant industry.

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Applebee's, once a staple of American dining culture, has struggled with alarming declines in multiple business areas over the last few years.

During the first quarter of 2025, Applebee's sales dropped nearly 4% with domestic same-restaurant sales down 2.2% compared to last year.

Not only did its sales decline, but its restaurant footprint has faced multiple closures, with around 2.4% of its restaurants closing from the year prior, ending the quarter with 1,596 total restaurants.

To reverse declining sales and regain market share, Applebee's is strategically returning to its core offerings, which have resonated with guests in past years.

Applebee's unveils new summer offerings amid sales declines.

Image source: Alexi Rosenfeld/Getty Images

Dine Brands‘ Applebee's has unveiled its new summer menu, featuring new food and beverage additions, along with multiple value deals to bring guests back to its doors.

The fan-favorite 2 for $25 menu is getting a revamp with two new limited-time entreés: the Chicken Parmesan Fettuccine and Big Bangin' Burger. Customers can choose from one of the two new dishes or the Oriental Chicken Salad and pair it with an appetizer or two side salads, all for just $25.

Applebee's is also expanding its beverage selection by relaunching the Summer Sips menu, which includes the returning $6 Backyard Blackberry Lemonade made with Tito’s Vodka, Coors Light Brewtus, and the new Perfect Watermelon Margarita made with 1800 Reposado Tequila for $6 each.

However, for the non-alcohol drinkers, the restaurant chain is also introducing the new Watermelon Lime Rush with Red Bull Red and the Strawberry Lemon Sunshine.

All the new summer menu additions and deals are available for dine-in, pickup, or delivery at all participating Applebee's locations nationwide.

Restaurants revive value deals to win back customers

Amid ongoing restaurant closures and Chapter 11 bankruptcy filings, many classic American restaurant chains are fighting to stay afloat by reviving the popular value deals that once made them household names.

After emerging from bankruptcy, Red Lobster reintroduced its iconic Crabfest with new seafood boils and relaunched its Weekday Happy Hour to emphasize its comeback.

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TGI Fridays, another bankrupt chain, partnered with Warner Bros. Discovery's Turner Broadcasting System (TBS) to launch the TBS Trio, a massive platter of tots, boneless wings, and sliders served over fries, all for $15.

IHOP unveiled its new House Faves menu, offering four fan-favorite breakfast combos for around $6 to $7 each, and Denny's released a new deal featuring four classic breakfast slams for under $10 each.

In addition, Chili's made a huge comeback with its 3 For Me Deal, which includes a drink, appetizer, and entrée of choice for $10.99.