IHOP 2013 Annual Report Download - page 13

Download and view the complete annual report

Please find page 13 of the 2013 IHOP annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 143

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132
  • 133
  • 134
  • 135
  • 136
  • 137
  • 138
  • 139
  • 140
  • 141
  • 142
  • 143

9
loyalty around the Applebee’s® brand—whether it’s jumping
into dialogue with consumers as a friend might, or simply
getting a pulse for what’s relevant to our fans. Ultimately,
this level of engagement allows us to truly understand the
needs and desires of current and potential guests, and
tailor online promotions accordingly.
Are our strategies paying off? You bet. Applebee’s is now
consistently one of the top 10 brands in social media on a
weekly basis. Also in 2013, Facebook Likes for Applebee’s
went from approximately 3.7 million to 5.1 million, followers
on Twitter increased from 64,010 to 252,054, and YouTube
views went from 171,088 to 767,723. At IHOP,® we began
the year with a strong presence on Facebook, Twitter and
YouTube, and ended the year with a total of eight platforms,
generating 3.4 million fans and followers.
Bringing new technology to the table
One of our most recent developments was launching
an initiative to introduce 100,000 tabletop tablets at
more than 1,800 Applebee’s restaurants in the United
States. Guests will now be able to pay at the table,
add additional drinks, desserts or appetizers, as well as
play games. Enhanced functionality will be added to
the tablets in the future. This introduction of consumer-
facing technology is part of our long-term strategy
to enhance and evolve the guest experience.
like never before.
Applebees.com had over 37 million visits; email
club members increased by about 65% over 2012;
and Veteran’s Day was the highest single website
traffic day of the year, with 422,528 visits.