IHOP 2010 Annual Report Download - page 9

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Innovation starts with our menus.
We believe that the food we serve at
Applebee’s and IHOP must be fresh and
avorful, with a distinctive twist on the
favorites for which our brands are
known. At the time that we acquired
Applebee’s, guests told us they would
visit more often if our food was better.
Now, more than 80% of Applebee’s
menu offerings are either new, or
include enhanced ingredients. These
changes alone have created meaningful
improvements in guest satisfaction. At
IHOP, menu innovation has also been
an integral part of our success. Whether
we are promoting exciting limited-time
offers like our holiday themed “Fall
Festival,” enhancing our core offerings
at breakfast, lunch and dinner, or
launching our category-leading “Simple
& Fit” menu for nutritionally-minded
guests, menu innovation is one of the
ways we evolve our brand and remain
relevant to our guests.
At DineEquity, our passion for
innovation extends deep within our
organization. We enjoy the benets
of a purchasing co-operative that allows
us to leverage the combined purchasing
power of the Applebee’s and IHOP
systems, so that our franchisees and
company-operated restaurants benet
from the best food costs possible. It is
the only such purchasing co-operative of
its kind in either casual or family dining.
We are also driving innovation by
leveraging technology to its fullest
extent. At Applebee’s, we are creating
operational efciencies through new
programs such as labor deployment
tools, and improved processes to ensure
exceptional food quality at the restaurant
level. We are creating a direct dialog
with IHOP guests through our new
“Voice of the Guest” relationship
management system, which provides
franchisees with actionable ways to
increase guest satisfaction.
DINE EQUITY 2010
ANNUAL REPORT
14 PAGES + COVER
Trim Size:
8.25 x 10.75
Spot colors:
PMS 268
PMS 179
Overall Satin AQ
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PAGE 7:
Image is hi-res
Background prints
100% PMS 179 with
RO text
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