NFL Draft Wings & Dining Dollars: How Applebee’s is Sizzling in the Q4 Rally

Applebee’s latest promotional play—20 FREE Boneless Wings To Go during the 2025 NFL Draft—has positioned the chain as a key player in the battle for casual dining dollars. With the draft set to dominate sports culture from April 24–26 in Green Bay, Wisconsin, the promotion isn’t just a gimmick; it’s a strategic move to capitalize on fan enthusiasm, boost digital engagement, and reinforce Applebee’s NFL sponsorship. Let’s dissect how this campaign could translate into tangible value for investors.

Strategic Alignment: NFL Partnerships & Fan Engagement

Applebee’s has long been the NFL’s Official Grill + Bar Sponsor, a relationship that grants it access to prime marketing moments. The 2025 NFL Draft, which draws millions of viewers and thousands of attendees to Green Bay, is a perfect platform to amplify this partnership. By tying the free wings promotion directly to the draft’s timing, Applebee’s is targeting two key demographics: NFL fans hosting watch parties and casual diners looking to celebrate the event.

The promotion’s terms—requiring a $40 minimum spend and online ordering—also incentivize customers to use Applebee’s digital platforms. This aligns with a broader industry trend: digital ordering now accounts for 40% of quick-service restaurant sales, per the National Restaurant Association. By mandating online orders, Applebee’s can collect valuable customer data, refine its delivery partnerships, and reduce reliance on third-party platforms like Uber Eats, which often eat into margins.

Operational Impact: Margins, Traffic, and Customer Loyalty

While giving away 20-piece wings might seem costly, the promotion’s structure is designed to maximize profit. The $40 minimum order likely includes premium items like entrees or appetizers, boosting average check sizes. Historical data from Applebee’s 2023 Super Bowl promotion showed a 12% increase in same-store sales during the event, with 60% of orders including the promoted item. If replicated, this could offset the cost of free wings.

Additionally, the requirement to join Club Applebee’s—a loyalty program with exclusive offers—embeds long-term customer retention. Members of such programs typically spend 3x more than non-members, according to a 2024 Bain & Company study.

Investment Implications: DIN’s Undervalued Upside

Dine Brands (DIN), which owns Applebee’s and International House of Pancakes (IHOP), has lagged peers like QSR and YUM in recent quarters, with its stock down 18% year-to-date as of Q3 2024. However, the NFL Draft promotion could act as a catalyst for recovery.

• Same-Store Sales Surge: If the promotion drives a 10–15% sales lift during the draft weekend, it could add $20–30 million in incremental revenue for Applebee’s, assuming 1 million orders (conservative estimate).
• Stock Catalyst: DIN’s valuation is heavily tied to Applebee’s performance. A successful draft campaign could re-rate the stock, especially if it leads to sustained digital adoption.
• Competitive Advantage: Competitors like Buffalo Wild Wings or Wingstop may struggle to match the scale of this NFL-linked promotion, giving Applebee’s a temporary edge in the wings category.

Conclusion: A Winged Win for DIN?

The NFL Draft promotion is more than a fleeting discount—it’s a calculated play to leverage sports fandom, boost digital engagement, and drive margin-positive sales. With Applebee’s Boneless Wings already labeled “America’s favorite” and the NFL Draft’s captive audience of 20 million+ viewers, the campaign has the potential to deliver both short-term sales spikes and long-term brand loyalty.

For investors, DIN’s current valuation—trading at 12x forward EBITDA versus QSR’s 16x and YUM’s 23x—leaves room for upside if the promotion succeeds. If historical trends hold, the wings offer could push DIN’s stock higher, especially if same-store sales rebound in Q1 2025. For now, this is a wingspan worth watching.

Data as of Q3 2024. Past performance does not guarantee future results.