Casual dinning and devices
|Logo used from 1980–2007, still in use at some Applebee's locations. (Photo credit: Wikipedia)|
“Guests are welcome to use as much or as little tech as they want,” says Applebee’s spokesman Dan Smith. “Like many brands, we file many phrases for protection. There’s absolutely zero percent linkage between No Tech Tuesday and anything in the restaurant.”
So why trademark the phrase at all? It would seem the chain is considering some marketing around it but hasn’t quite worked out the details. It could, for instance, be used in some cutesy ad about going out to eat midweek to escape all your gadgets at home. That’s just a guess. Smith claims Applebee’s hasn’t even gotten that far. “It could be used in any number of things, for marketing. … But we have determined that any future application will have no link to the restaurant.”
What is clear is that trying to get customers—especially those in the valuable millennial demographic—to put down their devices is not a battle most restaurants want to fight. Some restaurants worry that the dining experience is worse when everyone is fixated on their screens, but many, such as (MCD) and (SBUX), see smartphones and tablets as a valuable marketing tool and as the latest way to take orders and payments.