Apple Texas, a franchise partner of the nation’s largest casual dining chain, has an affinity for the outlandish. In March, the 67-unit Applebee's operator unleashed a promotion many deemed “fake news” because, well, it had to be. Didn’t it? Actually, the company was, truly, accepting gift cards, certificates, coupons, and so on from literally any business. Had a home improvement offer lying around? Was it expired? Apple Texas was letting consumers turn that plastic, no questions asked, into plates of food.
The deal ran through March and then business resumed as normal. But as the company’s public relations team, 150PR, said Wednesday, Apple Texas is “apparently crazy from the heat.”
On July 1, all 67 Apple Texas-run stores will sell 10-ounce margaritas for 50 cents. The company claims this is the lowest price in Applebee’s history. Is that true? Hard to say but even harder to bet against. And come the following day through the rest of the month, those same margaritas will balloon to $1. Labeled the DollaRita, Austin, East Texas, Dallas, Fort Worth, and Waco units will offer the discounted drink to guests.
“We are in the midst of our hot Texas summer and we wanted to treat our valued guests to an unbelievable deal on our most popular margarita, which we call the ‘DollaRita,’” says Chris Dharod, chief operating officer of Apple Texas, a subsidiary of SSCP Management, owned by Dallas businessman and philanthropist Sunil Dharod, in a statement. “We always want to be a great neighbor in our community and this promotion will allow us to see more of our neighbors more often and we could not be more excited by that.”