Applebee’s, the popular neighborhood grill and bar, is gearing up for a big year in 2025. After facing challenges like restaurant closures and shifting customer habits, the chain is ready to grow again. With a fresh focus on new locations and smart market strategies, Applebee’s aims to bring its casual dining experience to more communities across the United States. This article dives into the details of their 2025 plans, exploring where they’re headed and how they’re making it happen—all in simple, clear language.
A Turnaround After Tough Times
For years, Applebee’s has been trimming its footprint, closing underperforming locations to strengthen its business. Since 2017, the chain has shut down around 300 restaurants, including 25 to 35 planned closures in 2024. These moves weren’t random—they targeted spots where sales were low or where the surrounding area had changed, like malls losing traffic after the pandemic. But now, Applebee’s is flipping the script. In 2025, the goal is to open more restaurants than it closes, marking a return to growth.
This shift comes with confidence from its parent company, Dine Brands, and its franchisees. “We’ve spent years making our system healthier,” said Tony Moralejo, Applebee’s President. “Now, we’re ready to expand thoughtfully and bring Applebee’s to places where people want us.”
Related: www.applebees-happyhour.us
New Locations: Where Are They Going?
Applebee’s isn’t just opening new spots—they’re being picky about where. In 2025, expect to see a mix of traditional standalone restaurants, smaller urban setups, and even some creative twists like drive-thrus and ghost kitchens. Here’s the breakdown:
- Traditional Restaurants: The classic 6,000-square-foot Applebee’s will still pop up, especially in suburban areas with families who love the chain’s laid-back vibe and affordable meals.
- Smaller Spots: In cities, Applebee’s is testing compact locations—like the in-line restaurant opening in the Bronx. These fit into tight urban spaces and cost less to build.
- Drive-Thrus and Ghost Kitchens: With off-premise dining (think takeout and delivery) making up a big chunk of sales, Applebee’s is adding drive-thru windows for pre-ordered meals and ghost kitchens for delivery-only service. Two drive-thrus are already running, with plans for 10 to 15 more.
- Dual-Branded Restaurants: A cool new idea for 2025 is pairing Applebee’s with IHOP under one roof. Sharing a kitchen cuts costs, while separate dining areas cater to breakfast crowds at IHOP and dinner guests at Applebee’s. After success in places like Mexico, the U.S. could see these soon.
One big move is a deal with Flynn Group, the world’s largest restaurant franchise operator. They’ve signed on to open 25 new Applebee’s over the next seven years, starting in 2025. These will likely hit untapped markets—think growing suburbs or towns without a nearby location. Exact spots aren’t public yet, but the focus is on places with steady foot traffic and a hunger for casual dining.
Market Strategies: How They’ll Win Customers
Opening new doors is only half the plan. Applebee’s is also rolling out strategies to attract customers and keep franchisees happy. Here’s how they’re doing it:
- New Prototype Design: In 2025, Applebee’s will launch a redesigned restaurant model. It’s cheaper to build, thanks to lower construction costs, and packed with modern touches like updated kitchens and fresher decor. This makes it easier for franchisees to invest and promises a better vibe for guests. “Our restaurants were looking tired,” Moralejo admitted. “This refresh balances affordability with a look people will love.”
- Value Deals: Applebee’s knows customers want bang for their buck. Promotions like the Dollarita (a $1 margarita) and all-you-can-eat boneless wings have pulled in younger crowds and boosted sales. In 2025, expect more bundle meals—think a full dinner for a set price—to keep value front and center. Check out options at https://applebees-happyhour.us/menu/ for a taste of what’s coming.
- Tech Boost: Off-premise sales are huge—nearly 25% for some locations—so Applebee’s is upgrading its app and online ordering. Faster, easier takeout and delivery options aim to double these sales in the coming years.
- Conversions Over New Builds: Instead of starting from scratch, Applebee’s is eyeing existing buildings—like old restaurants or retail spaces—for conversions. These cost less and get new spots up and running faster. Early conversions are hitting $4 million in annual sales, way above the chain’s $3 million average.
Why 2025 Matters
Applebee’s isn’t just growing for the sake of it. The casual dining world shrunk during the pandemic, leaving “white space” for chains like Applebee’s to grab market share. Competitors like Chili’s and Olive Garden are innovating too, but Applebee’s bets its mix of nostalgia, value, and flexibility will stand out. “We’re not chasing trends,” Moralejo said. “We’re leaning into what makes us Applebee’s—good food, good prices, and a place for everyone.”
The chain’s also got a secret weapon: only 31 franchisees systemwide. That’s tiny compared to other big brands, letting Applebee’s make quick decisions and adapt fast. Pair that with a franchise giant like Flynn Group, and they’re poised to move decisively.
Challenges Ahead
It’s not all smooth sailing. Building costs are up 30% since before the pandemic, squeezing franchise profits. Same-store sales dipped 4.6% in early 2024, hinting at softer traffic. Applebee’s is countering with incentives for franchisees who expand and a focus on high-return locations. Still, they’ll need to keep customers coming—whether in-person or via delivery—to make this work.
What’s Next?
For fans, 2025 promises more chances to enjoy Applebee’s classics like riblets or a cold drink during happy hour. Curious about deals? Learn more to see what’s on tap. With new spots, a modern look, and a playbook built on value, Applebee’s is betting big on a comeback. If they pull it off, your neighborhood might just get a little tastier.
By blending smart growth with a focus on what customers love, Applebee’s 2025 expansion could mark a new chapter for the 44-year-old chain. Keep an eye out—those familiar neon signs might soon light up closer to home.
