IHOP 2015 Annual Report Download - page 10

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8
We modernize iconic brands by taking beloved aspects of each brand’s
heritage, and using them to create exciting, contemporary guest
experiences. At IHOP®, this means using our core equity in breakfast to
spread happiness among guests in every restaurant. For Applebee’s®,
we are bringing the grill and bar in our neighborhoods to life with a more
contemporary design, streamlined menu and bar reinvention — along
with a dramatic new platform designed to invite multiple generations
to connect at their neighborhood Applebee’s.
EVOLUTION STRATEGIES FOR BOTH BRANDS
Our strategic priority at Applebee’s is to change the brand’s story, increase
its consumer appeal and restore positive system-wide sales growth. This
effort begins in 2016 with the launch of a new and distinctive platform
intended to galvanize franchisees and the million-plus guests they serve
every day. We are renewing our commitment to the guest experience by
implementing several initiatives to improve operations and enhance the
quality of the food, service and the restaurant environment. We have
streamlined and simplified the menu to allow Applebee’s kitchens to more
consistently turn out great food and put a greater focus on signature, hand-
crafted dishes that align with our modern grill and bar positioning.
Over the next ve years,
we envision creating
sustainable, positive sales
and trac at both brands.