Applebee's has filed a trademark application for "no tech Tuesday," which would presumably curb the use of devices at its restaurants on that day, Today reports.
This is despite the chain's plans to introduce tablets at its tables. According to a press release, Applebee's plans to install 100,000 tablets—one at every table—in more than 1,800 restaurant locations. These tablets will "enable guests to add to their orders, pay and play games from their seats," with "enhanced functionality, such as video streaming, music, additional games, social media interaction with Applebee’s active Facebook community and personal pages, sharing, gift card sales and more" expected in the next 18 months.
It's unclear how "no tech Tuesday" will work with the planned installation of the tablets, and Applebee's refused to comment on Today, but it's possible that the tablets would be removed from tables or made inaccessible.
The program seems to be an attempt to appeal to older generations, who may view Applebee's added technology (and high-tech devices in general) as an intrusion on their dining experience. It comes as many chains—including IHOP, which also plans to add tablets—are embracing technology. Perhaps the chain is anticipating a tech backlash, and offering its customers an alternative.