In a bold move that began a decade ago, an Applebee’s franchisee in Dallas introduced a remarkable concept: selling the restaurant’s margarita for just $1. Launched during a slow summer season in 2016, the $1 Dollarita quickly drew attention, with the franchisee, Chris Dharod, receiving hundreds of inquiries daily, as people questioned whether the promotion was merely a joke.
As it turned out, this unconventional idea was no joke. The strategy aimed to increase traffic in the restaurant, banking on the fact that while the $1 margarita might incur losses, it would encourage customers to order additional food items. Dharod’s innovative marketing led to significant publicity and demonstrated that sometimes, risk can yield remarkable returns.
Despite concerns from some franchisees outside Texas over the low price point, the Dollarita gained popularity and expanded its reach across the country. By 2019, Applebee’s leadership noted that “tens of millions” of these budget-friendly margaritas had been sold system-wide.
The promotion faced challenges during the COVID-19 pandemic, leading to its temporary hiatus. However, the Dollarita made a comeback in 2022 with an impressive promotional stunt—a massive 6-foot, 4-inch, 700-pound margarita mug displayed in an Applebee’s in Irving, Texas, underscoring the festive spirit of the dollar deal.
Now, the Dollarita will be making its highly anticipated return on February 22, 2026, to coincide with National Margarita Day. Customers can grab the 10-ounce margarita for just $1 at 48 participating Applebee’s locations in Texas, including 26 in the Dallas-Fort Worth area. Notably, certain locations such as those in Texarkana, Mount Pleasant, and San Antonio will not be partaking in this exciting offer.
As fans of the Dollarita eagerly await its return, there’s no word yet on whether the promotion will become a staple once more in Applebee’s repertoire. Therefore, if you’re looking for an affordable cocktails option, mark your calendars for February 22 and take advantage of this unique opportunity.