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| The Infamous $1 Dollarita Returns to Applebee’s |
In October, a beloved legend is making a triumphant return, and it's not related to Friday night football or pumpkin-spiced treats. We're talking about the much-anticipated comeback of Applebee's Neighborhood Grill + Bar's iconic "Dollarita," which is rejoining their menu after a three-year absence. For just one dollar, patrons can once again savor this fan-favorite margarita while enjoying delectable salty appetizers and perhaps catching some intriguing gossip from fellow diners.
The revamped Dollarita now features a blend of well tequila, lime mix, and triple sec, with the latter being a new addition compared to the original recipe. And there's more good news – the updated Dollarita comes in a slightly larger 12-ounce rocks glass, a bump up from the previous 10-ounce serving. You can find this unbeatable deal at any of Applebee's nearly 2,000 locations nationwide. While the exact duration of its availability isn't disclosed, Applebee's Chief Marketing Officer, Joel Yashinsky, confirms that the Dollarita won't be a permanent fixture on the menu.
Yashinsky revealed in a recent conversation with Food & Wine that the Dollarita, initially introduced in October 2017, played a pivotal role in reinvigorating the brand during a challenging period for the chain and the industry as a whole. "The Dollarita really spurred a resurgence for our brand. It was coming off of a couple difficult years, and the entire category was being challenged at the time," Yashinsky recalls. "It helped kick off a newfound energy for the brand, which we've leveraged in the past five, six years."
The neon-green libation had a successful three-year seasonal run, characterized by viral social media trends and occasional controversy, before temporarily bidding farewell in 2020. Rumors swirled about employees preparing the margarita in five-gallon batches, a claim vehemently denied by the company. It's essential to note that the current iteration is crafted to order, according to an Applebee's representative.
Although the Dollarita was replaced by premium $5 and $6 "Mucho" drinks, it never faded from the public consciousness. Over the years, ardent Dollarita fans took to Twitter to express their longing for this once-lost treasure. Inspired by both the unwavering loyalty of fans and a playful brand strategy, Yashinsky elaborates, "It was a combination of wanting to provide a nod to something that was so much fun and popular back then, but also something we wanted to celebrate for our guests. The timing just felt right, to bring it back on its sixth anniversary."
Determining the reason for a product's viral success can be challenging, as consumer behavior psychologist Michael Barbera points out. Often, it's about how consumers connect with a product and the experiences they associate with it rather than the efforts of a marketing team. "If you go with friends for Dollaritas, and there's a naming convention to it and a title, it's more likely to be memorable," he explains. "Therefore, if someone didn't have access to it for the past three years — or perhaps never had access — we're not only selling a naming convention and FOMO, but we're also selling nostalgia, which is another persuasive construct."
One thing is certain, the return of the Dollarita will be met with open arms (and wallets). "We want to celebrate the return of something that was special for our guests," Yashinsky affirms. "It's a popular offering that also brings in a lot of great sales for our restaurants."
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