Applebees brings back its budget-friendly booze favorite for just 31 days — as closures roil brand

Applebee’s is bringing back its fan-favorite $1 margaritas for one month only — as the struggling chain tries to shake off a wave of closures with a budget-friendly buzz.

The Dollarita returns July 1 and will be available for dine-in customers 21 and older at participating locations nationwide through the end of the month, the company announced Monday.

The drink is made with tequila, triple sec and lime — and costs just $1 before tax and tip.

“An American original, the DOLLARITA has become a true cultural icon,” Applebee’s chief marketing officer Michelle Chin said in a statement. “This July, we’re bringing it back — by overwhelming demand — for just $1.”

The boozy bargain first hit menus in 2017 before being pulled in 2020, according to The Sun. Since then, Applebee’s has occasionally revived the deal for limited-time runs.

The latest comeback comes as the chain leans into value deals, including its current $15.99 all-you-can-eat offer for boneless wins, riblets, Double Crunch Shrimp and fries.

But Applebee’s has also been hit by closures this year, including a location in Calexico, California, that shut down earlier this month after its lease expired and “various unsuccessful strategies and promotions” failed to keep it going, The Sun reported.

Other restaurants have recently closed in New York, Illinois and Indiana, while one franchise partner filed for Chapter 11 bankruptcy, leading to 10 closures across Georgia and Florida.

Parent company Dine Brands has also been pushing dual-branding Applebee’s-IHOP restaurants as it looks to boost sales and bring in customers throughout the day.

For now, Applebee’s is hoping the return of the Dollarita gives customers another reason to belly up to the neighborhood bar.

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