1. Applebee's franchisee promotes Veterans Day with 'Buy A Hero A Bud' campaign. 2. 10,000 Bud Light beers expected to be sold for veterans. 3. SSCP donates unclaimed beer funds to Folds of Honor nonprofit. 4. Previous year's promotion provided free beer to over 4,000 veterans. 5. SSCP has a history of supporting veterans through charitable initiatives.
The campaign potentially boosts customer traffic and brand loyalty, similar to past successful promotions.
The campaign promotes community goodwill and can enhance brand perception, influencing stock price positively.
The Veterans Day campaign will directly impact sales and sentiment shortly before and during the holiday.
Applebee's franchise partner expects to sell 10,000 Bud Light beers for America's veterans; all residual funds to benefit nonprofit, Folds of Honor
DALLAS, Oct. 9, 2025 /PRNewswire/ -- SSCP, an Applebee's franchisee operating in Texas, California, and Virginia, announced today that it will once again host its annual "Buy A Hero a Bud" program in partnership with Anheuser-Busch, in tandem with Applebee's national Veterans Day promotion on November 11. Beginning today and through November 10, guests at SSCP-owned Applebee's can "Buy A Hero A Bud" in advance of Veterans Day for their local military heroes. SSCP will also donate every dollar spent on Bud Light beers that goes unclaimed to the nonprofit organization, Folds of Honor, which provides scholarships to families of America's fallen or disabled military as well as families of America's first responders.
"Veterans Day at Applebee's is always our favorite day of the year, and last year may have been the best," said SSCP's senior marketing manager, Blake Roe. "Free meals for veterans is a treasured tradition at all Applebee's restaurants, and when veterans at our SSCP restaurants realized their neighbors, including ones they did not know, thought enough of their service and sacrifices to buy them a Bud Light sight unseen, their reaction ranged from disbelief to elation, or both."
In 2024, guests at SSCP-owned Applebee's in Texas, California and Virginia purchased 10,000 Budweiser, Bud Light and Budweiser Zero beers for their neighborhood veterans to enjoy for FREE on Veterans Day. Throughout SSCP's inaugural "Buy a Hero a Bud" campaign, SSCP provided free beer to more than 4,000 veterans who dined for free at SSCP-owned Applebee's on November 11, in addtion to donating more than $20,000 to Folds of Honor
In 2007, when SSCP owner Sunil Dharod purchased his Texas Applebee's, he was one of the early adopters among Applebee's franchise owners to offer free meals to veterans – since then, becoming an industry standard.
ABOUT SSCP
SSCP Management is a family-owned and operated, award-winning restaurant leader. The company was founded in Dallas, Texas, by owner and CEO Sunil Dharod, a renowned businessman and philanthropist. He now leads the future of the company alongside his son, Chris Dharod, SSCP President, and his daughter, Puja Dharod, Vice President of Investments at SSCP, who are both determined to continue the legacy started and continued by their father. SSCP consistently strives to deliver the best experience for its guests through exceptional service.
ABOUT Applebee's
As one of the world's largest casual dining brands, Applebee's Neighborhood Grill + Bar serves as America's kitchen table, offering guests a lively dining experience that combines simple, craveable American fare with classic drinks and local drafts. Applebee's makes it easy for family and friends to connect with one another, whether it's in a dining room or in the comfort of a living room, Eatin' Good in the Neighborhood™ is a familiar and affordable escape from the everyday. Applebee's restaurants are owned and operated by entrepreneurs dedicated to more than serving great food, but also building up the communities that we call home. From raising money for local charities to hosting community fundraisers, Applebee's is always Doin' Good in the Neighborhood®. Applebee's and its franchise operations together consisted of 1,514 Applebee's restaurants in the United States, two U.S. territories and 15 countries outside the United States as of June 29, 2025. This number does not include 59 company-owned Applebee's restaurants, one domestic Applebee's ghost kitchen (small kitchens with no store-front presence, used to fill off-premise orders) and seven Applebee's international ghost kitchens. Applebee's is franchised by subsidiaries of Dine Brands Global Inc. (NYSE:DIN), which is one of the world's largest full-service restaurant companies.
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SOURCE SSCP Management, Inc.