IHOP 2011 Annual Report Download - page 13

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It’s who we are.
OUR BRAND BUILDING METHODOLOGY
In 2011, we leveraged our collective expertise and focused, strategic,
consumer-centric brand evaluation and revitalization process, to evolve
our brands in relevant, exciting new ways for communities and guests.
We employ a rigorous approach to differentiating our
iconic brands that draws upon innovation across all
touch points. Every year, we focus on driving organic
growth with our brands, and this year was no
exception. With both brands occupying the number
one position in their respective categories, based on
U.S. system-wide sales as reported in Nation’s
Restaurant News, these efforts are paying off.
Applebee’s remains the clear leader in casual dining,
with guest satisfaction at an all-time high. At IHOP,
although we are number one, we are implementing
a multi-tiered strategy to enhance same-restaurant
sales in 2012 and beyond. It starts with a program of
service and value initiatives designed to reinforce our
commitment to operational excellence, and extends
to taking a comprehensive look at the menu. We are
supporting these measures with more effective
marketing and stronger value propositions, to further
energize both of our brands.
We’re focused on understanding guests across
all day parts.
A critical aspect of building our average restaurant
volumes centers on understanding the needs of our
guests across all day parts. We know that guests’
needs vary depending on the time of day and
occasion of the visit. At Applebee’s, our late night
guests enjoy being among friends at a location that’s
right in their neighborhoods, and our late night day
part has experienced solid growth over the last year
as a result. Our dinner day part is growing, and we are
now focusing on driving sustainable growth at lunch.
At IHOP, we’re pursuing the opportunity to redefine
the breakfast experience. Whether it’s evolving our
menu or addressing guest priorities like speed, value
and quality at lunch, we’re evaluating ways to invite
guests to create new traditions at our restaurants by
serving up great experiences at value-engineered
11