Case Study: Applebee's achieves crowd-sourced menu launch and boosted fan engagement with Chute

Applebee's - Customer Case Study

Applebee’s, the neighborhood bar & grill, wanted to refresh its signature 2 for $20 menu and deepen engagement with its online community. To do that, it asked fans which items they wanted added—more than 4,600 Facebook followers weighed in—creating both a menu challenge and an opportunity to involve real guests.

Applebee’s crowdsourced the new “Fan Favorites” entries from social responses, added the top picks to the 2 for $20 menu, and launched a selfie-driven UGC campaign with CBSSports.com. Fans uploaded photos with their favorite dishes for a chance to win a trip to the big game; the promotion showcased user content on CBSSports.com, boosted engagement, and reinforced customer loyalty.

Applebee's

Darin Dugan

Senior Vice President of Culinary and Marketing