IHOP 2014 Annual Report Download - page 2

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IHOP
IHOP Applebee’s
Applebee’s
Gross number of restaurants built
(2009–2014)
Social media
Applebee’s
Peer Group8
180
155
IHOP
Peer Group7
360
143
Category rankings
Global
development
#1#1
1 Nation’s Restaurant News, “Top 100,” June 30, 2014. [Applebee’s rank based on U.S.
system-wide sales in the “casual” dining category; IHOP rank based on U.S. system-wide
sales in the “family” dining category.]
2 Company restaurant domestic sales and unaudited reported sales for Applebee’s domestic
franchise restaurants, IHOP franchise restaurants and IHOP area license restaurants.
3 MRM//McCann: IHOP Front Lines Report. Competitive set includes: Denny’s, Waffle House,
Cracker Barrel, Panera and Bob Evans. Data from 10/2014 to 1/2015.
4 MRM//McCann: Social Benchmarking Tool. Competitive set includes: Denny’s, Waffle House,
Cracker Barrel, Panera and Bob Evans. Year-to-date as of 1/2015.
5 Be The Change Revolutions: “Applebee’s Social Media By the Numbers, 2014 Annual Report.”
6 Be The Change Revolutions: “Applebee’s Social Media By the Numbers, 2014 Annual Report.”
7 Average of Applebee’s competitive set, defined as Chili’s, Olive Garden, Ruby Tuesday
and Red Robin Gourmet Burgers.
8 Average of IHOP’s competitive set, defined as Denny’s, Cracker Barrel and Bob Evans.
Applebee’s® and IHOP® have retained the number one positions in
their respective categories for seven consecutive years, based on
U.S. system-wide sales.1
in
family
dining
in
casual
dining
3.5
million likes
on Facebook
#1
in social
engagement
DineEquity® system-wide sales
(Respective % increase since 2010)
Sales2
2011 2.3%
2012 4.0%
2013 6.1%
2014 9.7%
Number one in social
engagement in the Franchise
Social Index 100.5
Ranked Best Branded Twitter
Account in 2014 by Mashable.6
With over 3.5 million likes, IHOP
has the most fans on Facebook
among the competitive set.3
IHOP owns more than 67% of the
breakfast conversations on Twitter
among the competitive set.
4