IHOP 2012 Annual Report Download - page 17

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Expressing our thanks
on Veteran’s Day
We’re also addressing key aspects of Applebee’s value
equation with an eye toward enticing guests to return
on a daily basis. It starts with serving up irresistible
Applebee’s flavor — at a great price that’s worth every
penny. We’re working on ways to keep the ambience
fresh and exciting, while also inviting guests back
day after day, and inspiring them to share their
experiences with friends, and ultimately become
brand ambassadors.
In addition, we’re implementing a series of strategic
priorities to support “See You Tomorrow”. We are
working to improve the quality perception of our food
and beverages through menu innovation, new product
launches, core menu improvements and by identifying
ways to reduce cost and complexity at the back-of-
the-house. We’re looking at ways to adapt our food,
menu, service model and pricing to meet guests’
needs during every daypart, whether it’s lunch, dinner
or late night. As we do so, we’re also evolving our digital
advertising strategy, in order to engage on a one-to-
one level with guests, so that we can better understand
and market to their behaviors and preferences.
Bringing creativity to the table
Another way we exceed guest expectations is by
continually providing innovative, appealing menu
choices. In the last five years, we’ve updated 90% of
the Applebee’s menu, delivering exciting new offerings
along with menu refreshes at key times of the year. We
accomplish this by leveraging consumer insights into
ideas through a robust culinary development and testing
process that brings out the best of our chefs’ creative
talent. Today, this process has yielded favorites like,
“Unbelievably Great Tasting and Under 550 Calories,”
“Fresh Flavors of the Season”, and our newest offering
“The Jazzed Up Flavors of Bourbon Street”. In early
2013, we rolled out “Brew Pub Pretzels” at Applebee’s,
and there’s more on the way.
At Applebee’s we’re committed to giving back
to neighborhoods across America. That’s why
we make time every year to celebrate the
heroes in our nation’s military on Veteran’s
Day. Since 2009, Applebee’s has served more
than 3 million free thank-you meals to veterans
and active duty military. Throughout the year,
we encourage people to express their thanks
at www.ThankYouMovement.com, a site that
features over 2.6 million heartfelt messages
of gratitude to veterans and active duty
troops. In May 2012, as part of the Thank You
Movement, Applebee’s team members outdid
themselves, kicking off Military Appreciation
Month with the delivery of 101,000 Thank You
cards at the headquarters of Disabled
American Veterans in Cold Spring, KY.
Are we making a difference? It seems so, as
veterans share their appreciation with us in
their own words:
“I am recently retired from the Army after 31
years. I visited our Sierra Vista Applebee’s for
your Veterans’ appreciation day today…You
made today extra special.” – Sierra Vista, AZ
“To whoever thought up this promotion…both
my brother and I say a very heartfelt, ‘Thank
You!’ for remembering us veterans. It was so
wonderful to see so many WWII, Korea, and
Vietnam veterans all out together. The feeling
of brotherhood was palpable! You did a
wonderful thing, Applebee’s.” – Baxter, MN
15