Applebee’s brings back its signature Dollarita

Applebee’s is bringing back its signature Dollarita, a Margarita made with tequila, triple sec, and lime available for $1 throughout July.

“An American original, the Dollarita has become a true cultural icon,” Chief Marketing Officer Michelle Chin said in a statement. “This July, we’re bringing it back, by overwhelming demand, for just $1, giving guests 21-plus the perfect way to celebrate summer with unbeatable value at Applebee’s.”

Applebee's sold its first $1 cocktail in October of 2017. The Dollarita has since become a hallmark of the chain that leans into value and overindexes on lower-income consumers.

It has proven to be a traffic driver for Applebee’s. When the chain brought the Dollarita back in late 2023, for example, John Peyton, CEO of parent company Dine Brands, said it was one of the company’s most successful campaigns that year.

“The highlight for Applebee’s was the success of our Dollarita promotion, which tapped into the promotional mindset of our guest and drove strong comp sales and positive traffic,” he told analysts at the time. “Dollarita was welcomed by our franchisees because it drove profitable sales and traffic.”

During that go-round on the menu, 93% of Dollarita purchases included an add-on menu item. Peyton said the promotion also expanded Applebee’s demographic reach and attracted a younger age cohort, many of whom were first-time visitors. The company sold about 135 Dollaritas a day, which exceeded all internal targets.

The promotion is available for dine-in guests only from July 1 through July 31.