IHOP 2015 Annual Report Download - page 15

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DINEEQUITY 2015 ANNUAL REPORT 13
DEVELOPMENT
ADVANCING INTERNATIONAL
BRAND EVOLUTION AND
DEVELOPMENT
We have shifted our international
development strategy to focus more
intensely on a few key markets in the
regions in which we operate. With
25 gross international restaurant
openings, and 16 new development
agreements, which represent 94
additional development obligations
to bring the pipeline to 200, we began
our push to accelerate international
development with record-breaking
performance.
INTERNATIONAL BRAND
STRATEGIES
In late 2015, we presented new brand
updates for Applebee’s® and IHOP®
to our international franchisees and
received resounding support. Each
new international brand positioning
was supported by a 360-degree
brand evolution plan. By year-end
2015, Applebee’s performance had
IHOP’s international positioning,
“Spreading Happiness
Since 1958” speaks to its
California-based heritage.
improved, yielding positive interna-
tional same-restaurant
sales and traffic results, and
development had increased among
our franchisees.
The international brand strategies
also inspired the creation of new
restaurant prototypes. In late 2015,
we opened the first IHOP prototype
to reflect the “California Heritage”
design in Chihuahua, Mexico. In
its first month of operation, this
restaurant achieved record-breaking
performance with the strongest
opening to date in Latin America,
and the strongest sales in bever-
ages. Applebee’s also opened new
prototypes in Guadalajara, Mexico;
Manila, Philippines; and Puerto
Rico. These prototypes represented
a dramatic departure from the
existing restaurant look and feel,
with a contemporary casual design
inspired by today’s upscale urban
environments.
EXPANDING IN KEY
INTERNATIONAL MARKETS
Our forward-looking international
development strategy focuses on
several regions, including Latin
America, with significant growth
potential in Mexico and the
launch of IHOP Panama; Middle East,
particularly the United Arab
Emirates and Kingdom of Saudi
Arabia, with the launch of Applebee’s
Bahrain coming soon; and Asia
Pacific, including the Philippines
and new launches scheduled
for IHOP India and IHOP Thailand
in 2016 or 2017.
Test restaurant; Chihuahua, Mexico