By partnering with a snack-food brand, particularly a highly popular or buzzworthy one, a dining chain can potentially entice some of that brand’s fan base to eat at one of its locations. And now, Applebee’s has what it calls a “Cheetos-inspired menu.”
When you enter your favorite chain restaurant, don’t be surprised if it feels like you’ve also entered your favorite convenience store or supermarket.
Cheetos, on the other hand, has about as much street cred as a snack food can, especially for its Flamin’ Hot version, which has been celebrated in rap songs, TikTok videos and even clothing items. In other words, Cheetos, which is part of PepsiCo’s PEP, +0.17% Frito-Lay division, has something Applebee’s lacks. It’s “the Red Bull of snack foods,” says Thomas Donohoe, a veteran marketing consultant.
There may be reasons beyond the Cheetos buzz for Applebee’s to add the new menu items, which are limited-time offerings. Eric Gonzalez, an analyst with KeyBanc Capital Markets who tracks restaurant companies, says it’s a way for the chain to distinguish itself from such wing-centric competitors as Buffalo Wild Wings and Atomic Wings. “There are a lot of wings out there,” he says.
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