IHOP 2012 Annual Report Download - page 16

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What’s new in the neighborhood?
At Applebee’s, we’re always looking for
ways to bring creativity and innovation to
our brand and the casual dining category.
Over the years, we’ve distinguished the brand with
several industry firsts that quickly became classics —
including “2 for $20”, “Unbelievably Great Tasting and
Under 550 Calories,™” “Spirited Cuisine,” and more.
We’re first in other ways, too. On December 10, 2012,
Applebee’s franchisee Apple Metro opened the first
Leadership in Energy and Environmental Design
(LEED)-certified Gold restaurant in New York City,
located on 117th Street in Harlem. This Applebee’s
boasts at least 45 environmentally friendly features —
including a rooftop greenhouse — and it’s one of
only 11 LEED-certified Gold restaurant projects to
date in the entire nation.
A big part of staying ahead of the curve lies in anticipating
guest expectations, and keeping Applebee’s energized
and fresh across every touch point. This is why we’re
continually introducing new menu offerings, exciting
promotional campaigns and more. Today, over half of
the Applebee’s domestic system has completed our
ongoing remodel program, with more restaurants
debuting the new look in 2013. We also evaluate
technological innovation and training on an ongoing
basis to ensure that we’re consistently exceeding our
goals for operational excellence.
Inviting guests to return, day after day
In 2012, we launched “See You Tomorrow,
®” a brand
promise that encapsulates our strategy and inspires
guests to return to Applebee’s every day. We’ll accomplish
this by bringing together our experience and passion
for great food, to truly become the neighborhood
restaurant where guests can connect with the people
important to them over the food and beverages they
love. We are bringing “See You Tomorrow” to life in
a variety of ways, starting with our marketing
communications strategy. In 2012, we began rolling
out a new campaign that showcases the perspective
of Applebee’s chefs.
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