Applebee's New NFL Campaign: Key Findings
Quick listen: Applebee’s turns game-day into brand play with $14.99 Trios, NFL stars, and cocktails — in under 2 minutes.
Fans heading into football season will find Applebee’s calling its own play with a new game-day deal.
The restaurant chain is kicking off its second NFL season as the league’s official Grill + Bar sponsor with a $14.99 “Ultimate Trio” appetizer deal.
The promotion is supported by a star-driven campaign featuring Dan Campbell, C.J. Stroud, and Ashton Jeanty.
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The Ultimate Trio lets diners build their own platter of three appetizers and sauces, giving a sense of choice and plenty without a high cost.
According to Reid Leslie, Applebee’s VP of marketing, the goal was to make variety central to the experience:
“With more than 80,000 flavor combinations, we’re putting the power of choice in our guests’ hands with our new Ultimate Trio.
Whether you’re mixing and matching your favorite appetizers and sauces or trying something new, there’s no wrong way to enjoy this lineup while cheering on your team.”
Applebee’s also re-upped its NFL Sips lineup, with $6 Mucho cocktails and new Dirty Fountain Sodas aimed at families.
John Peyton, CEO of parent Dine Brands and president of Applebee’s, framed the campaign as more than food: it’s about making Applebee’s part of the game-day ritual.
“It’s the opening play in a season-long campaign designed to connect with fans and make Applebee’s part of the game day experience.”
To support the rollout, Applebee’s debuted national ads where Campbell jokingly “calls plays” from a field of 81,600 possible combos.
The campaign, developed with New York-based agency Grey, comes in 30- and 15-second ads on TV and digital channels, supported by in-restaurant activations.
Value Strategy Under Pressure
The promotion arrives as restaurants face slower traffic and inflation-sensitive consumers.
Kevin Thompson, CEO of 9i Capital Group, told Newsweek that bundle deals are not only about value but also about encouraging incremental spending once guests are in-store.
Financial analyst Alex Beene added that linking a value-driven menu item to the NFL season could help bring lapsed customers back.
Applebee’s has already seen signs of a turnaround.
Its parent Dine Brands reported a 4.9% increase in Q2 2025 same-store sales, its first growth in two years.
Peyton credited part of the sales rebound to stronger in-house social media work, noting TikTok views surged 500% and engagement on X climbed 215% within three months.
Our Take: Can Applebee’s Turn Football Into Foot Traffic?
I think Applebee’s is playing this the right way by pairing its menu innovation with cultural moments like NFL kickoff.
For me, this is less about $14.99 pricing and more about creating a ritual that keeps Applebee’s in the conversation every Sunday.
If I were advising the brand, I would push even harder on integrating fan-driven content into its social storytelling to keep that 500% TikTok growth compounding.
So what’s a better chain Wings place? Buffalo Wild Wings or Applebee’s? Because Applebee’s has fire wings and apparently they’re a NFL sponsor too.
— Renato (@RPMSports18) August 10, 2025
In a market where value menus are everywhere, what will set Applebee’s apart is making the NFL connection feel authentic, sticky, and worth sharing.
For another example of how brands are tying into football season, see how the NFL and Crocs teamed up on a new global licensing deal and collection.
Game-day campaigns work best when they go beyond deals. These teams connect food, fandom, and digital behavior to build stories worth watching and sharing.
