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Last summer, Ikea took advantage of the growing fan base for ASMR, or autonomous sensory meridian response, videos on YouTube with a 25-minute video of a woman smoothing sheets and whispering about various products. Now, Applebee’s is looking to tap into that audience with a 60-minute video featuring “soothing grill sounds” with imagery of chicken, shrimp, ribs and steak cooking that’s oddly relaxing. Sure, why not?
Applebee’s is one of a number of older casual restaurant chains that need to get consumers’—especially younger consumers—attention.