IHOP 2015 Annual Report Download - page 11

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DINEEQUITY 2015 ANNUAL REPORT 9
Growing our
brands and
building
market share.
will continue to evolve the IHOP menu in ways that reflect
the qualities at the heart of the brand, with a pipeline
of fully developed and tested new foods to be enjoyed
throughout the day.
We also substantially evolved the IHOP guest experience
in 2015. Inside the restaurants, we’ve instituted measures
to deliver a great experience for every guest on every
visit — and the results are encouraging. Evaluation and
guest survey scores have improved. We anticipate that
this momentum will build in 2016.
DIALING UP THE IMPACT
One of the highlights of our collaboration with franchi-
sees in 2015 was the voluntary agreement for franchisees
to make an incremental contribution to the IHOP
National Advertising Fund through December 31, 2017.
This contribution has helped to increase traffic to
restaurants, and enabled us to expand our fan and
follower base to more than four million followers across
nine different social media channels.⁵ Our advertising
strategy mirrors what we’re doing in development,
giving guests ways to connect with our brands on their
terms. In the digital/social space, we created excitement
by introducing the notion of a “breakfastarian,” which
anchored a viral campaign based on IHOP’s leadership
in breakfast.
GUEST EXPERIENCE
Applebee’s continues to grow in
the social space too, generating over
13 billion Word of Mouth impres-
sions and expanding our community
to more than six million fans and
followers across Facebook, Twitter
and Instagram in 2015.³ We’ll be
launching exciting new national
advertising that is intended to reposi-
tion the brand in consumers’ minds
in the months to come.
Nearly two years ago, we leveraged
unprecedented consumer research
into a plan to evolve the IHOP
brand as well. We rolled this out in
mid-2015 with the launch of the new
IHOP logo, designed to share our
brand promise through its signa-
ture smile, communicating shared
notions of family, joy and celebration,
as part of our leadership in breakfast.
The launch included a new menu
redesign and menu innovations
that capitalize on current trends
associated with eating breakfast-in-
spired foods all day.⁴ Two of our most
successful new offerings included
Criss-Croissants™ in Blackberry
Lemonade and Strawberry Rhubarb
flavors and Double Dipped French
Toast, available in Cinnamon Sugar
and Lemon Strawberry flavors.
Moving into 2016 and beyond, we
3. Be The Change Revolutions: “Applebee’s Social Media By the Numbers, 2015 Annual Report.”
4. 2015 Restaurant Industry Forecast (2015, February 13). Retrieved May 13, 2015 from
http://www.restaurant.org/News-Research/Research/Forecast-2015
5. MRM//McCann: “IHOP By The Numbers.”