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TGI Fridays Launches All-Day Happy Hour Specials To Challenge Applebee's Dollaritas

Applebee's strategy of getting the masses to return through cheap cocktails and affordable bites has been working. According to Business Insider, the chain restaurant's sales went up 3.3% in the last quarter, with increased traffic playing a major factor.

Seems like others in the casual dining space are taking note, as TGI Fridays just launched their own discounted booze deal to draw in more customers. Instead of dollar-priced drinks, though, they're going with an all-day happy hour menu priced at just five bucks per item.

all-day happy hour
Photo courtesy of TGI Fridays

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This includes a lineup of four cocktails, draft beers, and wine options all priced at $5 each. New cocktails within the all-day happy hour menu include a frozen Blue Hawaiian, a Long Island Iced Tea, and margaritas. Margaritas and LITs, interestingly, are two of the drinks that performed well at Applebee's dollar price. There were some questions about the quality of the "Dollaritas," so hopefully, TGI's $5 versions are more boozy and have less water.

There's also food options priced at $5 each, including warm pretzels, chicken quesadillas, cheeseburger sliders, boneless wings, and giant onion rings.

Friday's new deal isn't as inexpensive as their rival's, and a couple of drinks and two appetizers from TGI's menu will set you back as much as the 2 for $20 entree deal at Applebee's (which also comes with starters). However, if you're just looking for a quick happy hour run, TGI Friday's new option is pretty well priced.

The new all-day happy hour menu starts this week, and is a permanent, not limited, addition to the menu. It's available whenever participating restaurants are open.