IHOP 2011 Annual Report Download - page 9

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The DineEquity business model is a primary driver of our growth
and success. Several years ago, we transitioned our IHOP system to
one that is 99% franchised, and today we have nearly achieved that
goal with Applebee’s.
The benefit of having a highly franchised Applebee’s system
extends far beyond the numbers. Today, DineEquity is the only
public company of its size in the full-service dining category that is
95% franchised. For our organization, this is a key differentiator —
and a reminder of the importance of creating and maintaining
mutually rewarding partnerships with our franchisees. We are
proud to partner with a team of incredibly capable franchisees
who bring their own infrastructures, management depth and talent
to our organization. They are as much a part of making DineEquity
successful as our own team members, and we’re investing in our
ability to help them succeed.
We’re defining what it takes to do right by our franchisees.
In 2011, we began conducting a system-wide engagement survey
to identify the factors that attract franchisees to DineEquity. Today,
we are using this feedback to target key areas of improvement and
deepen the ways we can collaborate with and support franchisees.
We’re establishing where DineEquity measures today in terms of
return on investment, trust, leadership and satisfaction, and
allocating resources toward the areas in which we can provide
added value. We’re also defining the unique points of difference
that characterize the working relationship with our franchisees.
We believe that, by establishing this market positioning for
DineEquity, we are simply doing right by our franchise community
because the financial health and success of our franchisees is of
paramount importance to us. Our franchisees’ success is our
success. And that’s ultimately what it means to be a franchisor
of choice.
OUR BUSINESS FRANCHISE MODEL
In 2011, we made great strides in transitioning into a
more highly franchised company, and embarked on a
collaborative partnership with franchisees to optimize
our working relationship.
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