Marketing In The News: Applebee's New Burger Promotion

    I was browsing the Marketing Dive website, and there was one post that stood out to me.  As an avid sports fan, I was instantly engrossed in the article featuring an NFL star.  Today I am analyzing the marketing strategy of Applebee's team in the article "Applebee’s taps NFL star as undercover server to promote new burger."

    Based on the article, Applebee's is promoting their new limited-time burger, the Whole Lotta Bacon Burger.  Applebee's partnered with a sports social media group called Team Whistle.  With its series "Undercover Athlete," Team Whistle features sports stars in disguise to stealthily interact with customers.  This marketing venture taps into the sport's social world with a fun and engaging video featuring star NFL wide receiver Brandon Aiyuk of the San Fransico 49ers.

    Applebee's centers around providing a neighborhood setting with friendly service and quality fare at a lower price than competitors.  This approach aims to create a welcoming atmosphere where guests can enjoy an evening.  The brand has stayed true to its original vision even through its evolution over the years to meet the changing needs of diners.

    Applebee's launches a limited-time item the Whole Lotta Bacon Burger.  In addition to the launch, they partner with media commerce company Team Whistle to help promote their burger to sports fans.  By incorporating NFL star Brandon Aiyuk, Applebee's new promotion strategy targets a large population of NFL fans.  This marketing strategy expands Applebee's customer relations by creating social media videos such as Undercover Athlete, Burger Trivia, and Behind the Scenes that all promote the limited-time burger.

    While wrestling with weak domestic store sales and a shrinking footprint, Applebee is pushing itself to boost engagement and broaden their target audience.  Competitors like Buffalo Wild Wings and other sports bars have dominated that market.  While tailoring more to sports marketing, Applebee's can appeal to a larger customer range.  By utilizing Team Whistle's skills in entertainment, Applebee's unique marketing approach engages the audience with funny interactions between a sports star and the diners.  This sports marketing strategy targets a larger audience and appeals to the avid sports fan.

    As a part of the targeted audience, the marketing solution achieved its goal.  I believe Applebee's appealed to its audience and promoted their new menu item.  After studying the video, I would have included more content with the customers such as pictures, laughs, and smiles.  However, I learned about how a company can partner with different brands to promote each other's products and grow a target audience.

-Evan Peterschmidt

Below are links to the article, Team Whistle's social media and video:

Applebee’s taps NFL star as undercover server to promote new burger | Marketing Dive

Team Whistle - Changing the sports and entertainment game for young audiences. | Site Name

49ers’ Brandon Aiyuk Goes Undercover At Applebee’s?! 😂 (youtube.com)