IHOP 2008 Annual Report Download - page 7
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5
products will form the basis of Applebee’s marketing and
advertising efforts, supported by engineered value programs
that are designed to address the challenging consumer
environment we face. We will optimize our media approach
to maximize consumer awareness. And, most importantly,
we will bring Applebee’s core brand strengths around “the
neighborhood” to life for every guest, at every restaurant.
Improve Operations
Improving the guest experience and operational performance
of our restaurants is an essential part of our turnaround
plans. We have instituted a program to ensure every guest
leaves happy, which involves a back-to-basics training
program and simpli cation of back-of-house processes at
every Applebee’s restaurant. An operator rating program,
similar to the one successfully employed at IHOP, has been
implemented system-wide. It is an objective, quanti able
way to regularly measure operations performance and
identify opportunities for improvement. A focus on improving
sales and pro t performance of Company and franchise
restaurants will complete our approach to driving operational
improvements. This will include collecting and sharing
meaningful data to enable system-wide decision-making,
the identi cation and implementation of best practices,
providing actionable business intelligence to franchisees,
and maximizing controllable pro t and return on investment
for all operators.
Refranchise Company Restaurants
We continue our efforts to refranchise the majority of
Applebee’s Company-operated restaurants. In 2008,
we successfully placed more than 100 restaurants into
the hands of experienced franchise operators. We remain
dedicated to this asset disposition strategy not only as
a means to signi cantly reduce our consolidated funded
debt and nancing obligations, but also to allow us to
increasingly dedicate our time and resources toward
driving franchise system momentum.
In these ways — energizing the Applebee’s brand, improving
operations and refranchising company-operated
restaurants — we continue to pursue the strategic agenda
we established at the outset of DineEquity’s acquisition
of the brand. While we face an uncertain economy and
a period of consumer uneasiness, our resolve to stay the
course has not wavered, re ecting our belief that these
are the strategies that will allow us to emerge as the leader
in the grill & bar category.
The Applebee’s Management Team:
Mike Archer President
Becky Johnson Marketing
Sam Rothschild Operations
Phil Crimmins Franchise Development
Rohan St. George International
Bev Elving Finance
Angela Hornsby Human Resources
Jay Johns Strategic Implementation