IHOP 2013 Annual Report Download - page 16

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12 DineEquity 2013 Annual Report
Applebee’s® new Kids’ Menu features 10 new
‘‘Kids LiveWell-Approved Meals’’—more than
any other national casual dining restaurant.
Keeping it
freshin the kitchen
How do we entice guests to return to Applebee’s and
IHOP® restaurants again and again? In 2013, we made
progress toward our goal of increased traffic by providing
guests with value, menu innovation, and unique, nutritious
product offerings.
Introducing guests to new favorites
At Applebee’s, national media promotion of the new
“Lunch Combos” program helped highlight our focus on
lunch. “Lunch Combos” allow guests to choose any two
in a variety of new sandwiches, soups, salads and lunch
entrees. Applebee’s also kicked off the new “Take Two”
value promotion with offerings like the new Blackened
Sirloin with Garlicky Green Beans and the popular
Seasonal Berry & Spinach Salad, which added up to a
craveable dinner combination. As always, Applebee’s
remains committed to offering flavorful dishes like Honey
Pepper Chicken and Shrimp as part of our perennially
popular “Two for $20” category.
10
Source: Comparable same-restaurant sales data as reported by Black Box Intelligence.