Applebee’s will reintroduce its $1 margarita, known as the Dollarita, starting July 1. The promotion is set to last 31 days, covering the full month. The offer comes at a moment of instability for the chain, which has seen several locations close nationwide this spring and early summer.
At Applebee’s outlets in Brooklyn and Queens, managers confirmed on Tuesday that they expect an uptick in late-night crowds and after-work drinkers when the deal returns. The Dollarita, made with tequila, triple sec, and a pre-mixed base, last appeared on menus four years ago. Regular menu cocktails at the chain typically cost $6 to $10.
The company has not specified which locations will participate, but staff at the Times Square restaurant said that previous $1 drink promotions brought larger groups on weeknights, especially after 8 p.m. A bartender at the Fordham Road Applebee’s noted that the special tends to draw students and neighborhood regulars during the first two weeks before tapering off.
The return of the Dollarita follows a string of closures for the brand, including shuttered sites in the outer boroughs since May. Nationally, parent company Dine Brands has acknowledged ongoing pressure from rising operating costs.
For now, Applebee’s is betting on familiarity and a low price point to bring customers through the doors, at least through the end of July.