How a popular burger drove Applebee’s to double down on cheese

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  "detected_at": "2026-09-17T13:30:00+00:00",
  "company": {
    "name": "Applebee's",
    "domain": "applebees.com"
  },
  "data": {
    "url": "https://www.marketingdive.com/news/applebees-omcheese-platform-expansion/830642/",
    "title": "How a popular burger drove Applebee’s to double down on cheese",
    "author": "Julie Littman",
    "excerpt": "The O-M-Cheese Burger hit on consumer preferences for cheese, affordability and a fun experience, leading to an expanded lineup. First published on An extra cheesy burger from Applebee's is showing how casual dining chains are creating experiences through menu innovation. The O-M-Cheese Burger, which launched in January, is a cheeseburger with bacon that is cut in half and dunked in a skillet of queso for additional cheesiness. It costs $11.99 and is part of Applebee’s 2 for $25 value platform. Within months, the item became the most ordered burger at Applebee’s , Dine Brands CEO John Peyton said during an May earnings call. Content featuring the burger generated over 9 billion impressions, reached 96 million people on social media and led to nearly 80 times more organic views than traditional campaigns, Peyton said. The success of the burger has pushed Applebee's to create an entire platform around cheese, according to Michelle Chin, CMO of Applebee's. The O-M-Cheese platform takes popular items from Applebee’s menu and combines them with skillets of queso and melted cheese. The chain has already launched new twists on the concept including an O-M-Cheese-adilla Burger . The item combines Applebee’s Quesadilla Burger with bacon and Paper Jack cheese and places it on a skillet of queso and melted cheddar cheese. “We identified a clear guest desire for more cheese and saw an...",
    "product": "O-M-Cheese-adilla Burger",
    "summary": "Applebee's has launched the O-M-Cheese-adilla Burger, a new item combining its Quesadilla Burger with bacon, Pepper Jack cheese, and a skillet of queso and melted cheddar.",
    "planning": false,
    "image_url": "https://imgproxy.divecdn.com/BkwZLCkXcm75DFBBq7asj0C2kfEHrqRQjtGQwdUHd2Q/g:ce/rs:fit:770:435/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9kb3dubG9hZF9qTXZWTjEzLmpwZw==.webp",
    "confidence": 0.9,
    "product_data": {
      "name": "O-M-Cheese-adilla Burger",
      "full_text": "an O-M-Cheese-adilla Burger",
      "fuzzy_match": false
    },
    "published_at": "2026-09-17T13:30:00Z",
    "article_sentence": "The chain has already launched new twists on the concept including an O-M-Cheese-adilla Burger ."
  }
}

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curl -X POST https://signals.autobound.ai/v1/companies/enrich \
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