Applebee’s announced this month that more than 130 of its restaurants will close by the end of the year.
The casual dining chain rebranded itself in the past few years as a modern bar and grill.
Applebee’s executive John Cywinski recently told investors that the company had hoped the effort would attract a new kind of customer.
The chain aimed to lure “a more youthful and affluent demographic with a more independent or even sophisticated dining mindset, including a clear pendulum swing towards millennials,” he said.
Applebee’s wanted to lure millennials with dishes like barbecue shrimp in a sriracha-lime sauce; chicken wonton tacos; and a pork, ham and bacon sandwich.
But that triple pork bonanza — and the rest of the company’s makeover — didn’t seem to catch on with customers. Sales at Applebee’s dropped more than 6 percent from last year.
My favorite trend of 2017 is failing businesses blaming millennials for their struggles. Perhaps people simply don’t want your sriracha lime barbecue shrimp. No one walks into Applebee’s for their fine cuisine. They go there because it’s in the strip mall near their house and they can get double margaritas for $10.
Personally, I hate Applebee’s. Not because of their food, or service or really anything related to their business in any way. Mainly because I went on a date a few years ago with a broad that I really liked so I let her pick where she wanted to eat. Gentleman life. Homegirl chose the Bee’s, which wouldn’t be my first choice but again, it was in the strip mall near her house so we went.
This chick bought a soup and said she wasn’t hungry. How the fuck am I supposed to win a date when we go out to eat and she’s not hungry? It was doomed from the beginning. We’re in an Applebee’s surrounded by annoying ass teenagers on a Friday night fingering each other in the booths.
Worst date of all time. Fuck Applebee’s.