IHOP 2010 Annual Report Download - page 11

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We start by employing a multi-faceted
approach to surround each guest
with the energy and excitement that
characterizes the experience at
Applebee’s and IHOP restaurants
worldwide. Our national advertising
promotes broad consumer awareness
by infusing genuine elements of the
guest experience with humor, and
showcasing our differentiated menu
offerings. Applebee’s “There’s No Place
Like the Neighborhood” campaign is in
its second year, and is having a positive
impact, and IHOP’s “Come hungry,
Leave happy®” campaign has been a
perennial guest favorite. Looking
forward, we will continue to build
upon our success as we identify
opportunities to evolve our message
and connect with guests in new, even
more impactful ways.
We are continually working to foster
new connections with guests at each
restaurant as well. We believe that
comprehensive restaurant remodel
programs are essential to promoting
and maintaining a relevant feel for our
brands, creating an environment that is
distinctly different from the competitive
set. With this in mind, the Applebee’s
revitalization program that we launched
in June 2010 is transformative, inside
and out. More than just a remodel
program, it just as importantly focuses
on ensuring our team members are
excited and engaged. As it is implemented
system-wide, this program stands to
become the single most positive brand-
impacting initiative that we have
embarked on yet. We also embrace the
importance of a continuously refreshed
restaurant system at IHOP, as
franchisees are implementing the
second-generation remodel program
introduced at the beginning of 2010.
DINE EQUITY 2010
ANNUAL REPORT
14 PAGES + COVER
Trim Size:
8.25 x 10.75
Spot colors:
PMS 268
PMS 179
Overall Satin AQ
___
PAGE 9:
Image is hi-res
Background prints 4cp
(match PMS 1375)
Type prints 100%K
09