Applebee's
Applebee's is a casual dining restaurant chain operating approximately 1,520 franchised and 71 company-owned locations across the U.S., two territories, and 17 countries. Owned by Dine Brands Global (NYSE: DIN), it serves mainstream families and value-conscious diners with broad comfort-food menus, value promotions, and Club Applebee's loyalty.
- Company typePrivate
- Founded1980
- HeadquartersPasadena, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Applebee's does
Applebee's is a U.S. casual dining restaurant chain founded in 1980 and operated as a brand of Dine Brands Global, Inc. (NYSE: DIN). As of 2026 it runs approximately 1,520 franchised locations and ~71 company-owned restaurants across the United States, two U.S. territories (Puerto Rico, Guam), and 17 countries, making it the largest U.S. casual dining chain by unit count. The core product is a broad comfort-food menu (appetizers, burgers, steaks, ribs, chicken, pasta, seafood, sandwiches, salads, desserts) served with a full bar, anchored by high-traffic value promotions including the 2 for $25 deal, the Dollarita ($1 margarita), and seasonal All You Can Eat offerings ($15.99). The brand targets mainstream American families, value-conscious diners, sports viewers (as the NFL's official grill and bar sponsor), and travelers (via the 2026 Wyndham Hotels & Resorts partnership granting 124+ million loyalty members access to Applebee's To Go delivery).
The business model is overwhelmingly franchised and asset-light, completed in 2015 when Applebee's reached 100% franchise ownership except for the small company-owned portfolio that functions as an innovation test bed. Revenue derives from recurring franchise royalties and fees, company-owned restaurant sales, catering, delivery, gift cards, and alcohol sales (notably the 25-year-old Mucho Cocktails line). Pricing is value-positioned, with most individual entrees between $11.99 and $28.99, kids' meals at $6.49, and catering at approximately $10 per person. Customer retention is driven by Club Applebee's, a free loyalty program offering a welcome appetizer, birthday dessert, and exclusive deals, with cross-loyalty integration into Wyndham Rewards.
The technology stack is led by Toast's enterprise point-of-sale and restaurant analytics platform (part of Toast's 160,000+ location network), a proprietary mobile app for iOS and Android handling online ordering, delivery, and catering, and planned Voice AI agents for phone-based ordering and reservations. Distribution spans franchised and company-owned restaurants, Carside To Go curbside pickup, third-party and direct delivery, catering for groups, gift cards (digital, physical, and bulk), and the new Wyndham mobile-app channel. Additional brand extensions include the DOLLARITA promotion, Mucho Cocktails, the Big Easy Menu, and dual-brand Applebee's/IHOP locations (80 targeted by year-end 2026, with 900+ potential over the next decade).
Applebee's firmographics
Firmographics- Name
- Applebee's
- Legal name
- Applebee's Restaurants LLC
- Website
- https://applebees.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Applebee's is a casual dining restaurant chain operating approximately 1,520 franchised and 71 company-owned locations across the U.S., two territories, and 17 countries. Owned by Dine Brands Global (NYSE: DIN), it serves mainstream families and value-conscious diners with broad comfort-food menus, value promotions, and Club Applebee's loyalty.
- Ownership category
- akta.pro rank
Applebee's industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251), Drinking Places (Alcoholic Beverages) (72241)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Casual Dining Restaurants (THAFACAB)
- akta.pro secondary industries
- Family-Style Restaurants (THAFACAC), Neighborhood & Sports Bars (THAFAEAA)
Keywords
Where Applebee's is headquartered
LocationHeadquarters
- HQ city
- Pasadena
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Applebee's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Franchise Royalties and Fees: Applebee's generates the majority of its revenue through royalty fees and franchise fees from its ~1,520 franchised locations. Franchisees pay ongoing royalties based on a percentage of restaurant sales, plus initial franchise fees.
- Company-Owned Restaurant Sales: Applebee's operates approximately 71 company-owned restaurants (as of Q1 2026), generating revenue from dine-in, takeout, catering, and delivery sales at those locations.
- Catering and Off-Premises: Applebee's generates additional revenue through catering orders, delivery orders, gift card sales, and alcohol beverage sales including the Mucho Cocktails line.
- Loyalty Program and Digital Engagement: Club Applebee's loyalty program drives customer retention and incremental purchases, with exclusive deals and a free birthday dessert for members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Signature Deal: 2 for $25 Menu |
| Transaction based/ take rate | Pay-as-you-go | All You Can Eat promotion |
| Unit Pricing | Pay-as-you-go | O-M-Cheese Burger (limited time) |
| Unit Pricing | Pay-as-you-go | Individual Menu Items |
| Unit Pricing | Pay-as-you-go | Catering / Party Platters |
| Unit Pricing | Pay-as-you-go | Kids Menu |
| Unit Pricing | Pay-as-you-go | Seasonal Cocktails |
| Unit Pricing | Pay-as-you-go | The Really BIG Meal Deal |
| Transaction based/ take rate | Pay-as-you-go | Wyndham Rewards Delivery |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels8 records
Applebee's product offering
Product offeringCore offering
Applebee's is a casual dining restaurant and bar chain operating approximately 1,520 franchised and 71 company-owned locations across the U.S., two U.S. territories, and 17 countries. It serves a broad comfort-food menu (appetizers, burgers, steaks, ribs, pasta, seafood, salads, desserts) alongside a full bar with seasonal cocktail programs, supported by value-driven promotions, dine-in, takeout, delivery, catering, and a free loyalty program (Club Applebee's).
Product overview
Applebee's Neighborhood Grill + Bar is a large-scale casual dining restaurant chain operating as part of Dine Brands Global. The core offering is a full casual dining restaurant experience with an extensive comfort-food menu spanning appetizers, burgers, steaks, ribs, chicken, pasta, seafood, sandwiches, salads, and desserts, complemented by a full bar and seasonal cocktail programs. The product portfolio includes the core restaurant brand alongside several service modules: Club Applebee's (a free loyalty program offering a welcome appetizer and birthday dessert), Applebee's To Go (curbside and carryout ordering via website or app), Applebee's Delivery (home/office delivery), Applebee's Catering (party platters for events serving 6-8 guests), and Applebee's Gift Cards (digital and physical). Key promotional offerings include the 2 for $25 Menu (one appetizer + two entrees), the seasonal All You Can Eat promotion (wings, riblets, shrimp for $15.99), and the Mucho Cocktails seasonal drink line celebrating its 25th anniversary. A notable partnership with Wyndham Hotels & Resorts integrates Applebee's To Go delivery into the Wyndham mobile app for hotel guests.
Differentiator
Problem solved
Functional benefit
Brands
- Club Applebee's: Applebee's loyalty program offering exclusive deals, specials, free birthday dessert, and personalized offers.
- Mucho Cocktails
- Carside To Go
- DOLLARITA
Products and services
- Applebee's Neighborhood Grill + Bar Core casual dining restaurant brand operating 1,520+ franchised and company-owned locations, offering a broad comfort-food menu (appetizers, burgers, steaks, ribs, chicken, pasta, seafood, sandwiches, salads, desserts) alongside a full bar and seasonal cocktail programs.
- Club Applebee's Free customer loyalty program providing members a free welcome appetizer, free birthday dessert, exclusive member-only deals and promotions, and personalized text offers.
- Applebee's To Go Takeout and curbside service enabling customers to order the full menu online or via mobile app for pickup at designated Carside To Go parking spots, with no minimum order required.
- Applebee's Delivery Full-menu restaurant delivery service bringing Applebee's food, beer, wine, and cocktails to customers' homes or offices, with scheduling available online.
- Applebee's Catering Catering program offering party platters and trays for events small to large, with items designed to serve 6-8 guests, available up to 14 days in advance or with as little as 2 hours notice, with plates and utensils included.
- Applebee's Gift Cards Gift card program offering digital cards by email, physical cards by mail, and bulk purchasing for teams and events, with no expiration or fees.
- Mucho Cocktails Applebee's signature seasonal cocktail line featuring $6 specialty drinks such as Emerald Escape, Pricklycane, Mucho Beach Break, and Sleigh Bell Sips, typically served in the signature Mucho glass.
Quantifiable outcome
- 93% of Dollarita purchasers add an item to their order (2023 campaign), averaging ~135 Dollaritas sold per day exceeding internal targets
- +2 more outcomes
Companies that use Applebee's
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles2 records
Applebee's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Applebee's partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Wyndham Hotels & ResortscoreIndustry-first collaboration enabling Wyndham Rewards members (124+ million enrolled members) to order Applebee's To Go delivery through the Wyndham Mobile App with free delivery on qualifying orders of $15 or more. Club Applebee's members receive 2,500 bonus points on their first order. The partnership leverages over 1,100 Applebee's locations within a five-mile radius of Wyndham hotels across the United States. Members earn 10 Wyndham Rewards points per dollar on qualifying orders.
- ToastcoreApplebee's signed with Toast as a major enterprise customer for restaurant technology, joining Toast's network of over 160,000 restaurant locations globally. Toast provides AI-powered POS, order management, benchmarking tools, and restaurant analytics. Toast IQ leverages aggregated transaction data to drive operational improvements and guest experiences.
- Wounded Warrior ProjectminorPotomac Family Dining Group, an Applebee's franchisee, launched 'Sizzlin' with Gratitude' campaign donating $0.50 per Sizzlin' dessert ordered to Wounded Warrior Project, with guests able to make direct in-restaurant donations in $1 increments. Those contributing $5 or more receive a $5 off coupon.
- NRPF Group Two (Atlanta-based franchisee)minorNeighborhood Restaurant Partners / NRPF Group Two operates approximately 50-57 Applebee's locations across Florida, Georgia, and Alabama. Filed for Chapter 11 bankruptcy in March 2026, listing assets of $1M-$10M against liabilities of $10M-$50M, and owes more than $13M to Equity Bank. The franchisee has closed multiple locations near major tourist destinations including Walt Disney World, SeaWorld, and Daytona International Speedway.
- Doherty EnterprisesminorDoherty Enterprises, a major Applebee's franchisee, completed renovations at Long Island locations featuring new seating and murals, part of Applebee's broader initiative to refresh restaurant aesthetics and enhance the guest experience.
- Potomac Family Dining GroupminorPotomac Family Dining Group is an Applebee's franchisee operating locations across Virginia, running military appreciation campaigns (Sizzlin' with Gratitude with Wounded Warrior Project, Buy a Veteran a Beer campaign).
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Applebee's competitors and assessment
Company assessmentDirect peers
- TGI Fridays: Traditional casual dining bar-and-grill competitor with similar bar-led positioning and family dining heritage, competing for the same mid-value consumer occasion.
- Denny's: Family dining chain with comparable value positioning, broad all-day menu, primarily franchise-operated model, and overlapping low-to-middle income customer base.
- Buffalo Wild Wings: Casual dining sports bar chain with comparable bar-first positioning, sports sponsorship (NFL-adjacent programming), and game-day value promotions targeting similar occasions as Applebee's NFL partnership.
- IHOP: Sister brand under Dine Brands Global, operating a similar primarily-franchised model with overlapping franchisee base and identical parent-level financial mechanics. Highly relevant given joint dual-brand expansion strategy and shared loyalty infrastructure.
- Outback Steakhouse: Bloomin' Brands-operated casual dining chain competing directly with Applebee's for family dining and casual occasion traffic with comparable menu breadth, bar, and value promotion approach.
- Chili's Grill & Bar: Direct competitor in the casual dining bar-and-grill segment with comparable value menu strategy (3 for Me, $10.99 lunch), similar bar program, and overlapping family/value-conscious customer segments. The primary head-to-head competitor to Applebee's in U.S. casual dining.
Broad incumbents
- Cracker Barrel: Family/casual dining incumbent with strong brand recognition in value dining, broad menu, and overlapping rural/suburban customer base with Applebee's.
- Golden Corral: Larger buffet-format casual dining competitor targeting value-conscious families and groups; competes for budget-constrained occasions and large-group dining events.
- Olive Garden: Darden Restaurants' flagship casual dining concept with much larger share of the casual dining category. Competes for family dining occasions but operates at a meaningfully larger scale and primarily company-owned.
- Texas Roadhouse: Public casual dining incumbent with strong recent same-restaurant sales momentum and broader value position, competing for family-style dining occasions but with a steakhouse-specific positioning distinct from Applebee's bar-and-grill pitch.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Applebee's social profiles
Digital presenceApplebee's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Applebee's leadership team
Management profileNumber of profiles
Profiles2 records
Applebee's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Applebee's M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Applebee's
What does Applebee's do?
Applebee's is a casual dining restaurant and bar chain operating approximately 1,520 franchised and 71 company-owned locations across the U.S., two U.S. territories, and 17 countries. It serves a broad comfort-food menu (appetizers, burgers, steaks, ribs, pasta, seafood, salads, desserts) alongside a full bar with seasonal cocktail programs, supported by value-driven promotions, dine-in, takeout, delivery, catering, and a free loyalty program (Club Applebee's).
Is Applebee's a public or private company?
Applebee's is a private company. It is classified as corporate owned and is currently operating.
When was Applebee's founded?
Applebee's was founded in 1980. It employs 501 to 1,000 people.
Where is Applebee's based?
Applebee's is headquartered in Pasadena, United States, in the North America region.
How does Applebee's make money?
Four revenue lines are on record. Franchise Royalties and Fees are the primary driver. The others are company-Owned Restaurant Sales, catering and Off-Premises and loyalty Program and Digital Engagement.
Who are Applebee's's main competitors?
Direct peers on record are TGI Fridays, Denny's, Buffalo Wild Wings, IHOP, Outback Steakhouse and Chili's Grill & Bar. Broad incumbents are Cracker Barrel, Golden Corral, Olive Garden and Texas Roadhouse.
Does Applebee's have an API?
No public API is recorded for Applebee's.
What industry is Applebee's in?
Applebee's's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFACAB, Casual Dining Restaurants, with a secondary code of THAFACAC, Family-Style Restaurants. Its NAICS code is 722511 and its SIC code is 5812.