Every year, as Veterans Day approaches on November 11, countless Americans seek meaningful ways to express gratitude for the sacrifices made by military personnel, and one prominent casual dining chain has carved out a heartfelt tradition to do just that. Applebee’s, through its franchisee SSCP Management, has become a beacon of appreciation in communities across Texas, California, and Virginia by creating initiatives that blend direct support with communal goodwill. These efforts not only provide tangible benefits like free meals and drinks for veterans but also foster a deeper sense of connection between civilians and those who have served. By partnering with organizations and encouraging guest participation, the brand transforms a day of recognition into a powerful statement of thanks, demonstrating how businesses can play a pivotal role in honoring military service while strengthening neighborhood ties.
Celebrating Service Through Unique Campaigns
Raising a Glass to Heroes
A standout initiative by SSCP Management, an Applebee’s franchisee, is the annual “Buy a Hero a Bud” campaign, designed to pay tribute to local veterans in a personal and engaging way. Running up to November 10, this program invites guests at SSCP-owned locations to purchase Bud Light beers in advance for veterans to enjoy. The gesture allows everyday patrons to express appreciation anonymously, often leading to heartwarming moments when veterans discover a drink awaiting them. Beyond the immediate impact, any unclaimed funds from these purchases are donated to Folds of Honor, a nonprofit dedicated to providing scholarships for families of fallen or disabled military members and first responders. This dual approach ensures that every contribution, whether directly consumed or converted into charitable support, makes a difference in honoring those who have served.
Measuring the Impact of Gratitude
The reach of the “Buy a Hero a Bud” campaign speaks volumes about community enthusiasm for supporting veterans through SSCP’s efforts. In the most recent year, guests across participating Applebee’s locations purchased an impressive 10,000 beers—including Budweiser, Bud Light, and Budweiser Zero—for veterans to claim. On Veterans Day alone, over 4,000 veterans enjoyed complimentary beers alongside their meals, creating a memorable experience of recognition. Additionally, more than $20,000 was donated to Folds of Honor from unclaimed funds, amplifying the initiative’s broader impact. These numbers highlight not just the scale of participation but also the profound emotional resonance of such programs, as veterans often react with a mix of surprise and joy upon learning of the generosity extended by strangers in their communities.
A Legacy of Support and Community Engagement
Pioneering Recognition for Military Service
SSCP Management’s commitment to veterans extends beyond seasonal campaigns, rooted in a legacy of appreciation that began long before it became an industry norm. Under the leadership of owner Sunil Dharod, SSCP started offering free meals to veterans on Veterans Day as early as 2007, a practice that later inspired a nationwide tradition among Applebee’s franchises. This pioneering spirit reflects a deep-seated value of gratitude, upheld today by Sunil alongside his son, Chris Dharod, President, and daughter, Puja Dharod, Vice President of Investments. As a family-owned operation based in Dallas, Texas, SSCP prioritizes exceptional guest experiences while embedding community involvement into its core mission, ensuring that honoring veterans remains a cornerstone of their identity as a franchisee.
Building Bonds Through Shared Values
Beyond individual gestures, SSCP’s initiatives align with Applebee’s broader ethos of “Doin’ Good in the Neighborhood,” emphasizing the power of communal appreciation. The free meals offered on Veterans Day, a national promotion supported by the brand’s 1,514 restaurants across the United States and beyond, create a space where veterans feel valued and seen. SSCP enhances this by fostering direct connections through programs like “Buy a Hero a Bud,” where guests play an active role in saying thank you. Comments from SSCP’s Senior Marketing Manager, Blake Roe, underscore the emotional weight of these interactions, noting how veterans’ reactions range from disbelief to heartfelt joy. This synergy between corporate responsibility and local engagement, bolstered by partnerships with nonprofits like Folds of Honor, illustrates how a dining experience can transform into a meaningful act of unity and respect.
Reflecting on a Tradition of Thanks
Looking back, SSCP Management’s efforts through Applebee’s showcase a remarkable blend of direct support and charitable impact in honoring veterans. The “Buy a Hero a Bud” campaign, paired with free meals on Veterans Day, provided thousands of veterans with tangible tokens of appreciation, while donations exceeding $20,000 to Folds of Honor supported military families in enduring ways. Moving forward, businesses and communities alike can draw inspiration from this model by exploring innovative ways to engage patrons in acts of gratitude, whether through similar purchase-driven initiatives or partnerships with impactful organizations. As the legacy of such programs continues to grow, the focus should remain on creating authentic connections that celebrate service, ensuring that future Veterans Days build on this foundation of goodwill and shared purpose.
