IHOP 2011 Annual Report Download - page 14

price points that still generate significant profits for
our franchisees.
We’re keeping innovation on the menu.
At Applebee’s, we bring the flavors of America to
neighborhoods across the nation. We offer fresh,
flavorful and fun-to-eat food at a great value — every
day. Our “2 for $20” menu is a strong guest favorite,
and its appeal is underscored by the level of
imitation we’ve seen among our key competitors.
Since its introduction in 2009, “2 for $20” has
defined value in casual dining. The “Sizzling Entrées”
platform has also generated strong guest appeal.
“Sizzling” was developed and introduced in 2010
to highlight freshness and tell the Applebee’s food
story. The sound of the sizzle is a show-stopping
signal that the food is freshly prepared to order.
As we say in the neighborhood — fresh flavor
never sounded so good!
At IHOP, we are working to satisfy our guests’
hunger for stronger value propositions and craveable
choices. As we develop new menu items, we are
guided by a culinary focus of retaining the equity of
this iconic brand. For IHOP, this means incorporating
some of our guests’ favorite breakfast-inspired
flavors — like bacon, hash browns or waffles — into
meals that are appealing across all day parts. In order
to achieve our goals, we’re simplifying our menu
offerings by structuring them around four culinary
platforms — Core Equity, Branded Signature,
Enhanced Value and Health and Wellness — that
will help us deliver delicious choices at every meal.
Rather than relying solely on limited time offers,
we began to introduce a new everyday value
equation to guests in January 2012 with the launch
of a new value initiative, a “7 for $7” national
campaign, which features seven great entrées,
for seven dollars, seven days a week! In addition,
we delivered stronger value propositions with
new offerings.
We’re turning up the flavor in
Health and Wellness.
Applebee’s is proud to be number one in providing
guests with choices in casual dining. In 2011, we
continued to build on our leadership in offering low
calorie choices in the casual dining category by
refreshing our “Unbelievably Great Tasting & Under
550 Calories”™ menu. Key benefits to our guests
include great tasting, generous portions and genuine
value, all under 550 calories. In fact, the number one
selling item in our restaurants during the month of
January 2012 was our “Signature Sirloin with Garlic
and Herb Shrimp”, from our “Unbelievably Great
Tasting & Under 550 Calories”™ menu. We continue
to leverage our unique relationship with Weight
Watchers®, by enhancing our menu with several new
items. Once again, we are showing our commitment
to giving guests reasons to come to Applebee’s
every day.
At IHOP, we’re continuing to develop the “Simple
and Fit” category by adding craveable, delicious
items that are under 600 calories. We were the first
to feature “Just for Kids” menu items that are all
“Simple and Fit”, and we’re working to add more.
We also support the nutritional goals of guests at
both IHOP and Applebee’s by posting calorie counts
online for low calorie offerings.
We’re improving the guest experience.
At DineEquity, we have always been passionate
about optimizing the guest experience and
operational performance of our restaurants. In the
years since we’ve implemented our scorecard rating
system, it has served as a useful tool to measure and
enhance standards. Today, a majority of Applebee’s
and IHOP’s franchise operations have achieved “A/B”
“ At DineEquity, we employ
a rigorous approach to
differentiating our iconic brands
that draws upon innovation
across all touch points.”
– Julia Stewart
12 DineEquity 2011 Annual Report