Applebee's iconic dessert finds new life in popular tune
When a popular tune chronicling a delicious dessert meal at Applebee's hit the airwaves, the chain couldn't resist pulling out all the stops to bring back the beloved treat.
Struggling against fierce competition from fast-casual giants and online delivery services, Applebee's reevaluated their menu during the pandemic, until a viral sensation on TikTok turned the tide. In June, the catchy track "Fancy Like" by Walker Hayes took social media by storm, making reference to a cherished bourbon steak and Oreo shake combo.
John Cywinski, CEO of Applebee's, acknowledged the song's impact. "It has stirred up quite a fuss among our team members and guests," he said to CNN Business. "We've got people singing and dancing in our restaurants – we're happy to be part of the conversation."
Leveraging the power of popular culture, Applebee's quickly rallied to bring back the Oreo shake, introducing it as a limited-time offer starting Monday. In an effort to boost sales, they rolled out promotional advertisements and an exclusive menu insert, featuring pictures of the shake, lyrics from the tune, and a QR code to scan for bonus TikTok content.
Popular culture has the power to drive growth for restaurants, as noted by Red Lobster's increased revenue on weekends following Beyoncé's song "Formation," which included mentions of food as a reward for affection. Similarly, after Taylor Swift referenced Olive Garden in her song "No Body, No Crime," Dan Lee, CEO of Olive Garden's parent company, Darden (DRI), said, "Thank you, Taylor Swift. When Taylor Swift mentions our brand in a song, our brand becomes extremely relevant."
The appeal of staying relevant within the zeitgeist extends beyond revenue and marketing.
"Recruiting team members in this field is challenging. Retaining them is challenging," said Cywinski. "We've discovered that it really brings enjoyment to our team members to be part of something bigger than themselves."
Insights
The success of "Fancy Like" has led to a resurgence of interest in Applebee's Oreo shake, spurring the chain to reintroduce the dessert as a limited-time promotion. By tapping into popular culture, Applebee's is not only attracting new customers but also reminding loyal patrons of their beloved pastime.
Partnering with influential musicians or social media sensations has become a popular strategy in recent years, as companies aim to captivate a wider audience and generate buzz around their brands. In the case of Applebee's, leveraging the catchy tune and relatable lyrics of "Fancy Like" has effectively revitalized interest in a beloved dessert, providing a valuable lesson for other companies seeking to capitalize on the power of popular culture.
Normal Life's Oreo cookie shake is mentioned in "Fancy Like," which has spurred a resurgence of interest in the dessert among customers. The song went viral on TikTok and has been credited with contributing to a significant boost in Applebee's dessert sales. In response, the chain is reintroducing the Oreo shake as a limited-time offer starting this Monday, complete with an advertising campaign and exclusive menu insert.
The song's popularity has also brought new attention to the chain and their food offerings, potentially attracting new customers who are seeking to try the iconic dessert featured in the hit tune. By tapping into popular culture, Applebee's has been able to generate buzz around the Oreo shake and remind loyal patrons of their fond memories of the beloved dessert.
Signs indicate that "Fancy Like" and its connection to Applebee's will continue to drive sales in the coming weeks, promising a sweet success for the chain.
