So the lessons leave. The stories leave. And what’s left is just gimmicky marketing and marginal cost analyses.

It didn’t have to be this way. It’s a product of poor leadership. Lost values, and a culture defined by your last KPI.

In sure there are lots of lessons in there. But the thing about today’s institutions, corporate, government, or otherwise, is that there is no longer longevity. No 30 year careers, and entrenched institutional knowledge.

People are treated as if they are not an asset, and leave. I was one of them

It’s a story of good intentions, the influence of capitalism and shitty marketing departments, appreciation and expectation.

A local effort became national, and lost its meaning. It’s ironic, for a massive brand that promoted itself as the “neighborhood Applebees”.

The vets deals slowly started to be carved out. Limited menus. Free to discounts. Of course, Applebees still does their fee meals, and has expanded their offerings to active military, national guard, etc….

My Applebees days are long gone, and vets day is the one day I reflect on that life.

The experience changed over the next couple years. People showed up demanding free food. They complained because we were busy. They wanted free food to-go, for their whole families.

Vets were no longer telling stories, and hanging out with each other. It was all very transactional.

It was strange to see such a shift.

When money is on the line, what do we support? There was something about that, that really diminished what we were doing. It wasn’t for the vets. It was for the press.

In a lot of ways, I think that’s how everyone saw it. Even the vets.

The aftermath was a 180. Applebees instantly knew that it was a success, and decided this was an annual event.

The following year, every major restaurant concept jumped in. Free meals on vets day was now an expectation.

Applebees, and everyone else, promoted the day.

The vets felt forgotten, and in that moment they felt scene and appreciated.

It was probably one of the best days of a 2 decade+ long career. Damn, we were making an impact on lives. At a fucking Applebees no less!

I sat down with a lot of these guys, and listened to their stories. Stories of a different time and place. Hardship locked in their minds, shaping a reality that had long passed by.

It was often heart breaking, but the moment existed on the back drop of immense appreciation.

The day was hard, but amazing. Vets showed up in uniform. WWII vets. Vietnam vets. Many showed up alone. In that case, we sat them together so they had company.

I was a kitchen manager at the time.

I did the math. We comped 100’s and 100’s of meals, but all the friends and family they brought in made up for it. We made a little money off the whole thing. As did the other 1900 Applebees.

And of course, it got good press.

The whole company decided they would honor the free meals, but they didn’t promote it. They hoped they would lie low, and it would go away.

And every Applebees in the company got SMOKED. Lines out the door from open to close. Was by far the biggest day for most stores in the system.

The flyers they made ended up spreading from military base to military base, and Applebees all over the country started getting calls about free meals on vets day.

Applebees couldn’t say no, because that would be bad press. And Applebees was PISSED. I’m sure people got fired.