IHOP 2015 Annual Report Download - page 13

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DINEEQUITY 2015 ANNUAL REPORT 11
In terms of development, 2015 was distinguished by greater alignment and
collaboration than ever between DineEquity’s® domestic and international
teams, and we anticipate working together even more closely as we consoli-
date to a single location. Our holistic, strategic approach to development has
shaped prototypes, development strategies and consumer segmentation for
our domestic and international markets. Looking forward, we are confident
that enhanced collaboration will be the key to our success.
UNVEILING NEW PROTOTYPES FOR APPLEBEE’S
We brought this collaborative approach to bear with the development of test
restaurants reflecting new U.S. design prototypes for Applebee’s®, which
opened in late 2015 in Palmhurst, TX, and in early 2016 in Pooler, GA. These
prototypes reinterpret what the notion of “the grill and bar in our neighbor-
hoods” means for American guests. They feature layouts that center around
the dynamic new platform at the heart of the Applebee’s brand evolution,
and invite guests to participate in a food experience geared toward gener-
ating excitement. By welcoming guests back to the grill and bar in their
neighborhoods, we intend to reestablish our position as the local gathering
place for different generational demographics. We will be building on this
momentum by rolling out a comprehensive, system-wide remodel in the
next five years that will incorporate touch points from the prototype, in order
to foster alignment between the prototype and remodel.
SERVING UP FRESH RESTAURANT REMODELS AT IHOP
At IHOP®, the launch of the new logo inspired a vibrant remodel design that
was constructed to retain the warmth and welcome of the IHOP heritage.
We spent much of 2015 laying the groundwork, leveraging the power of our
enterprise to work with vendors to achieve optimal pricing, collaborating
with franchisees, and testing plans in a number of restaurants to ensure they
achieved our objectives. After announcing the scope of the remodel to our
system in late 2015, we are now moving ahead with the new remodel package
in 2016. Our franchisees are contractually obligated to remodel more than
1,000 restaurants within the IHOP system in the next three years.
By 2020, we expect to
have a substantially remodeled
system, with a contemporary
look for each brand.
DEVELOPMENT
Applebee's test prototype;
Palmhurst, Texas