IHOP 2009 Annual Report Download - page 14
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We build brands
neighborhood by
neighborhood.
This message comes through loud and clear in the
national advertising campaign we launched at the
beginning of 2010. It features personal stories of how
people come together at their neighborhood Applebee’s,
forging relationships over meals that allow friends to
become family, and bringing family members even closer.
We are tapping into the events guests love, pursuing
advertising partnerships with professional and college
football as well as college basketball. We are building on
the success of our Two for $20 value offering with regular
new menu introductions planned throughout 2010.
We are introducing guests to new ways to connect at
Applebee’s — at lunch, during game time, after a movie
or work.
Visit your neighborhood Applebee’s in 2010, and you will
see the change in progress. Franchisees will be leading
the remodel of our restaurant exteriors and updating
interior décor. We are optimizing our operations to both
enhance the guest experience and run more protable
franchise and company restaurants. We are bringing the
neighborhood new favorites in food and beverages, and
helping connect friends and families in ways that will make
our guests say, “There’s no place like the neighborhood.”
We awlessly execute to create
distinct brand experiences.
We are an industry leader. We know what drives our
success. It comes from our unique ability to build brands
from a national level to the neighborhood level. We have a
maniacal focus on how our Applebee’s and IHOP brands
look, feel, taste and connect with our guests. We invest in
the things that set us apart — marketing that resonates,
innovative menus, stellar guest service and restaurant
remodel programs that are relevant. We identify success-
ful strategies and support them with awless execution.
Today, we are creating the future of casual dining at
Applebee’s. How? By infusing the Applebee’s brand with
a feeling of relevance and excitement that starts in the
neighborhood. This informs every aspect of our brand
efforts — from advertising to operations, from restaurant
exteriors to the plates on our tables. It is about creating an
experience that is contemporary and that guests cannot
nd anywhere else.
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