Applebee’s brings back its Date Night Pass, offering $600 in dining value for $100, as the chain leans on loyalty programs and social media to drive growth.
Applebee’s is bringing back its Date Night Pass for a third year, continuing a loyalty promotion designed to appeal to budget-conscious customers and bolster restaurant traffic.
The pass, priced at $100, unlocks $600 in value by providing $50 discounts on 12 separate orders, whether for dine-in or takeout. The offer is available exclusively to members of the Club Applebee’s loyalty program.
The return of the promotion follows a period of improving performance for the casual dining chain. Applebee’s reported same-store sales growth of 4.9 percent in the second quarter of 2025 and 3.1 percent in the third quarter, gains that executives have partly attributed to stronger marketing initiatives.
“This is a great moment to really come back with Date Night Pass in time for Valentine’s Day,” said Michelle Chin, Applebee’s chief marketing officer. “How do we get Gen Z—and really anyone of any generation—back into the dating arena?”
The program was first introduced in 2024 as a way to help consumers continue dining out despite rising living costs and shrinking disposable incomes. Those pressures persist. A recent Bank of America survey found that 53 percent of Gen Z adults spend nothing on romantic dates each month, a trend some analysts have dubbed a “romance recession.”
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To participate, loyalty members can register for eligibility through Feb. 4. Applebee’s will then randomly select 3,000 members who will be given the opportunity to purchase the pass. Discounts can be redeemed across 12 dining experiences between March 2, 2026, and Feb. 28, 2027.
Last year’s promotion proved effective at driving engagement, generating 175,000 new loyalty program sign-ups, according to the company.
“Our loyalty program is really about giving our fan base unique experiences and opportunities,” Chin said. “We’re all bombarded by emails and texts throughout the day, and it needs to be relevant for us to really want to engage. We want to make sure we understand who you are as a fan and how you want to be communicated with.”
A Growing Emphasis on Social Media
The Date Night Pass is part of a broader marketing push centered on social media and value-oriented promotions. Since late 2024, Applebee’s has increased social media postings by more than 300 percent, driving a 266 percent jump in engagement, according to John Peyton, chief executive of parent company Dine Brands.
Chin, who joined Applebee’s in September after nearly a decade at Starbucks, has made social engagement a top priority.
“Social is the place where it’s really a two-way conversation,” she said. “We’re jumping into discussions, demonstrating our point of view, and at the same time listening to what our guests have to say.”
To promote this year’s pass, Applebee’s is partnering with @MeetCutesNYC, a popular Instagram and TikTok account with more than 5 million followers that features real-life couples sharing their stories. Selected interviewees will receive Date Night Passes as part of the campaign.
“These inspirational stories are a way for us to encourage singles to get together,” Chin said. “It’s a nice linkage back to Date Night Pass.”
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Value Remains Central
Beyond the loyalty program, Applebee’s continues to emphasize affordability. Its long-running Two-for-$25 meal deal—featuring an appetizer and two entrées—remains a key driver of traffic, executives say. Similar value-focused promotions have helped competitors like Chili’s gain momentum in the casual dining segment.
For Applebee’s, the strategy is clear: in an era of cautious consumer spending, compelling deals and creative marketing may be the best recipe for keeping tables full.
