Applebee’s Goes Social

Applebee’s Neighborhood Grill & Bar is saying “Gift cards don’t have to be boring,” and is now offering social media users a chance to send each other beers, cocktails and food items as gifts via gift cards. The company’s redesign of the gift card experience for both senders and receivers is available at over 2,000 Applebee’s locations nationwide.

Customers can customize their cards, sending a delivery animation that electronically unwraps the card to reveal the gift card amount, and add a personal photo, video or audio message, and then schedule its delivery.

Darin Dugan, Applebee’s Senior Vice President of Culinary and Marketing says, “In addition to delicious food and drinks, these new features will surprise and delight recipients while bringing friends together for a few laughs.”

Applebee’s is also introducing the eGifter option which allows a group of friends to add money to a collective card or to contribute by adding menu items like beverages, an entrée or even dessert. Applebee’s also offers a new “photo book” feature, which allows senders to assemble animated “pages” with multiple photos. The Applebee’s website also allows corporate gifting and standard features like checking a balance on a gift card.

Consumers can utilize these new gift cards in time for the holiday season. Applebee’s is currently running a “buy $50 card and get a free $10 Bonus card” through 2014.


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