IHOP 2014 Annual Report Download - page 16

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IHOP served over
200,000 free red, white
and blue pancakes to
veterans and active duty
military on our rst
Veterans Day celebration.
Community involvement is one of DineEquity’s®
core values, and it’s a cherished and vital aspect
of both the Applebee’s® and IHOP® brands. Each
year, Applebee’s and IHOP franchisees raise
millions of dollars for charitable causes. We see
this as a testament to the trust guests place in our
franchisees, the Applebee’s and IHOP organizations
and brands, to be the appropriate stewards for
events like National Pancake Day and Veterans Day.
It’s why guests return, year after year, to donate
to the causes that we—and our franchise
partners—champion.
Raising spirits on National Pancake Day
In March 2015, IHOP celebrated its tenth National
Pancake Day by raising over $3 million. Our
communities love National Pancake Day, and it
shows. Since its inception in 2005, IHOP franchisees
and guests have raised a total of nearly $20 million.
This special event garnered a high volume of media
excitement, including 34,000 @IHOP mentions
on Twitter; 9,000 Likes on Facebook, and a record
achievement of 4,000 media hits. The 2014 National
Pancake Day also marked the first time every IHOP
restaurant in Mexico and Canada has participated
in the pancake delight.
Extending thanks on Veterans Day
On our ninth annual Veterans Day celebration in
2014, close to one million free meals were served to
veterans and active duty military at Applebee’s. This
adds up to over $10.2 million in meals donated by
Applebee’s franchisees across 1,865 restaurants. In
support of Veterans Day, Applebee’s expanded the
Thank You Movement, adding an initiative to improve
the everyday lives of veterans and active duty
military in need, by providing them with items like
washers, dryers and medical equipment. Since the
Thank You Movement began in 2011, Applebee’s
has received more than 6.7 million personal Thank
You messages to veterans and active duty military.
Veterans Day continues to generate overwhelming
support on social media as well, with 664,596 Likes
on Facebook; 123,977,592 Timeline Deliveries on
Twitter; and 1,944,123 page views on the Applebee’s
website on November 10-11, 2014. It’s another way
that our brands serve as cultural touchstones for
the communities we serve, and it underscores our
dedication to do more for these worthy causes.
In 2014, IHOP franchisees system-wide also
participated in Veterans Day for the first time
by offering free red, white and blue buttermilk
pancakes to veterans and active duty military
personnel. At DineEquity, we look forward to doing
more for the causes our franchisees, guests and
communities cherish.
Trust
14 DineEquity 2014 Annual Report