Case Study: Applebee's achieves 3%+ quarterly sales lift and 3X ROI with Facebook Ads

Appetizing results for new menu campaign

Applebee’s, the world’s largest casual dining chain, needed to promote a new “Under 550” menu of entrees under 550 calories and drive more traffic into restaurants while boosting brand awareness among existing and potential guests.

They ran an integrated campaign with a major push on Facebook—using targeted Premium Ads, Marketplace Like ads and a Poll Ad to drive people to their Page and build fans—supplemented by sustaining media. The campaign delivered a 3%+ increase in Q1 2011 sales, more than a 3x ROI from Facebook Ads, over 29,000 Poll Ad responses, and a measurable lift in brand awareness.

Applebee's

Bill Leibengood

Executive Director National Marketing