Applebee’s puts in place smooth marketing actions on the song “Fancy Like”
Applebee’s Neighborhood Grill + Bar brings back the Oreo Cookie Shake as country singer Walker Hayes’ hit “Fancy Like”, with lyrics that feature the treat as well as the brand’s Bourbon Street Steak, continues to dominate the charts.
The Glendale, Calif., Casual dining division of Dine Brands Global Inc., which also owns IHOP, brought back the Oreo Cookie Shake for $ 2.99 and today is launching two new commercials featuring the song and the viral TikTok dance popularized by Hayes and her 15-year-old daughter, Lela.
Hayes’ “Fancy Like,” which the Tennessee-based singer co-wrote, reached No. 1 on Billboard’s Country Digital Song Sales chart in June and its popularity increased in July and August. The song is currently No. 1 on the Billboard charts.
The lyrics also feature Wendy’s fries dipped in a Frosty Shake, but the lyrics are very “fancy like Applebee’s on a date” and a “Bourbon Street Steak with the Oreo Shake”.
Hayes noted in a statement from Applebee: “For years my wife, Laney, and I were regulars at Applebee for a date night, and I always wanted to write a song about it.”
John Cywinski, president of Applebee, said on August 5 during a second quarter earnings call that music was still part of the brand’s marketing makeup. As pandemic dining restrictions eased, the brand’s ad featured songs like the themes of “Cheers” and “Welcome Back, Kotter.”
“Our talented marketing team has done a tremendous job conveying the essence of Applebee’s unique brand,” said Cywinski, noting that “Fancy Like” held # 1 on iTunes.
“Fancy Like” and its endorsement by Applebee has also been popularized on social media platforms such as Instagram and YouTube.
Joel Yashinsky, chief marketing officer of Applebee, said in a statement, “We would like to congratulate Walker on the song of the summer. As soon as we heard “Fancy Like” and saw the dance videos in our restaurants, we knew we had to showcase this viral sensation.
“With our new commercial debuting today and the return of the Oreo Cookie Shake, we can’t wait for guests to come to Applebee for their own ‘Fancy Like’ parties,” said Yashinsky. “Don’t ask me to do the dance. I’ll leave that to our guests!
As of August 5, Applebee’s had 1,696 franchised and company-operated restaurants in the United States, Puerto Rico, Guam and 11 other countries.
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