IHOP 2009 Annual Report Download - page 15

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At IHOP, we are turning up the energy with initiatives
that build on our family dining leadership, while staying
true to our brand’s heritage in the process. Everything we
do is oriented toward creating a tempting, comforting
experience at an affordable price. Our plan is to make our
marketing, menu, promotional and remodel efforts more
relevant and competitive than ever in 2010.
We will continue our successful limited-time offer strategy
to emphasize value and motivate guests to visit IHOP more
often. We also plan to market IHOP ’n Go, gift cards,
beverages and dinner offerings throughout the year, along
with other promotions and events that emphasize value
and differentiate IHOP from the competitive set. After
franchisees successfully implemented our prior remodel
program over the past ve years, we have introduced the
next generation of IHOP’s remodel program to the system
as we move the brand forward in a positive way. Our menu
will continue to be updated, featuring a new design aimed
at improving guest perceptions of food and value, while
driving the trial of new breakfast, lunch and dinner items.
We share success with the
neighborhood.
When an Applebee’s franchisee opened our 2,000th
restaurant in Harlem on New York’s famed 125th Street
in December 2009, we had a lot to celebrate. Harlem is a
close knit community with a vibrant cultural and artistic
history, and a legacy of diverse cuisine and ne restau-
rants. For Applebee’s, this restaurant is more than a
milestone. It is a great opportunity for us to put our
philosophy to work as we become an integral part of the
neighborhoods we serve.
The Harlem Applebee’s is owned and operated by Apple-
Metro, Inc. Honored as the 2009 Applebee’s Franchisee
of the Year, Apple-Metro owns and operates Applebee’s in
Manhattan and in the surrounding boroughs of New York
City, employing more than 3,000 team members — all
hired from the communities surrounding their restaurants.
Grand opening festivities included a VIP party held at the
restaurant to benet the Harlem Week Scholarship Fund/
Grant program, which provides funds for deserving students
to attend college. It’s just another example of Applebee’s
commitment to being a good neighbor.