IHOP 2013 Annual Report Download - page 15

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11
tising, marketing and more.
points
maintaining a strong on-air presence, anchored by a tagline
that leverages our heritage: “Everything you love about
breakfast.
SM” We’re also infusing our testimonial creative with
a bolder approach. Moving forward, we remain laser focused
on driving positive and sustainable same-restaurant sales
and traffic with compelling messaging.
Applebee’s® Food Network® vignettes were among the
highest scoring spots in Applebee’s history, and secured
one of the top-rated spots across the casual dining
category in 2013.
9 At Applebee’s, we’re using strategic
partnerships with Food Network and ESPN® to create a
buzz. We worked with Food Network to create a series
of 60-second vignette spots. Each spot offered a sneak
peek perspective of the fresh preparation and flavorful
ingredients that Applebee’s chefs combine to create new
dishes. We aired these spots across integrated, multi-
platform channels, including Food Network Television,
foodnetwork.com and YouTube.
Guests love watching sports at Applebee’s
Our partnership with ESPN, the leader in sports pro-
gramming, is designed to make that experience even
better. With the Applebee’s “Monday Night Countdown”
sponsorship, we’re further establishing Applebee’s as the
premier destination for watching football games on
Monday nights—one of the highest-rated properties
in television. We brought this experience into our
restaurants with the “ESPN Fan Zone,” then highlighted
it in a co-branded commercial spot that reaches not
only Applebee’s guests, but also the broad range of
demographic segments that regularly tune in to watch
football, as well as other sports.
Testing loyalty programs at both brands
In 2013, we also offered loyal guests and fans a new way to
get more out of their experiences at Applebee’s and IHOP®
with the rollout of pilot rewards programs. We launched the
initial pilot for the IHOP RewardsSM program across several
states. Thus far, results have exceeded expectations, with
total average membership per restaurant surpassing our
goals, and loyalty members spending more on average per
check than non-members. IHOP visits have also increased
among Rewards members. In July 2013, we introduced the
Applebee’s PerksSM pilot program in several locations around
Kansas City. By year-end 2013, we reached our goal of
50,000 members enrolled in the program. In addition, guest
visits in the test markets increased incrementally over the
number of typical guest visits during the same time period,
due to the program.