Courtesy of Applebee's

The buzzworthy promotion that first ran last fall is back for spring.

Mike Pomranz
April 02, 2018

Last October, Applebee’s unlocked the secret to returning the casual dining chain to the forefront of the national conversation: dirt cheap margaritas. The brand’s “Dollaritas” proved to be a buzzworthy endeavor (in more ways than one) and sparked a string of $1 cocktails from the company including $1 Long Island Iced Teas in December, $1 “Dollarmamas” (a spin on a Bahama Mama) in February, and a swankier $2 Absolut vodka lemonade in March. Now, Applebee’s is returning to the drink special that started it all: the $1 margarita affectionately named the Dollarita is back at the chain for the month of April.

Courtesy of Applebee's

When they were first introduced last fall, Dollaritas had the feeling of an end-of-season clearance sale: Drink in as much of those summer vibes as you can before winter really sets in. Since they’re coming back in April, this time out, Applebee’s suggests that Dollaritas are the perfect way “to ring in spring and celebrate the return of warmer weather.”

“Margaritas are extremely popular with our guests, and our Dollarita is the most refreshing drink money can buy,” Patrick Kirk, vice president of beverage innovation at Applebee’s, said in the announcement. “We first introduced the Dollarita to America last October, and we’re excited to bring it back in April as a reason to celebrate the return of spring.”

As in the past, the usual boilerplate applies: Dollaritas—which Applebee’s specifies are made from tequila and margarita mix and served on the rocks—are available “all day, every day” but only at participating locations and only for dine-in customers.

Meanwhile, the big question is whether Dollaritas’ return can generate the same kind of excitement the special achieved during its first go around. In analyzing the original promotion last Ocotober, the data site Sense360 suggested that Dollaritas gave Applebee’s its biggest bump during their first week and then things cooled off from there. Have people been sitting on the edge of their seat all winter waiting for another deal on margs? Applebee’s wants to find out.