A pivotal pawl assembly for a can carrier applicator apparatus is disclosed. The apparatus includes spaced-apart and vertically disposed first and second support walls. The first and second support walls define a can passageway having a forward end and a rearward end. A vertically disposed spacer is vertically movably positioned at the forward end of the support walls with the lower end of the spacer being positioned above the lower ends of the support walls. The pawl assembly is positioned at the lower rearward end of the spacer. A plurality of stacked can carriers are positioned above the can passageway. A dispensing mechanism sequentially dispenses a can carrier which drops downwardly onto the cans. The pawl assembly not only limits the forward movement of the can carrier but also exerts downward force on the can carrier to seat the can carrier onto the cans moving through the can passageway.