Changes come as new deals announced to bring an additional 24 new appleee’s location and 17 new iHop restaurant to the Middle East Region
New Guest Experience Across All Brand Touch Points
DineEquity Inc., one of the world’s largest full service restaurant companies and the only franchisor with two leading brands in their categories—Applebee’s® Grill and IHOP® Restaurants—is continuing its successful international expansion by announcing a brand evolution for both brands that will include every touch point of the guest experience. This evolution will be evident to guests as they see changes in everything from new creative positioning and advertising campaigns, new restaurant and remodel designs, food innovation, service culture, uniform, plates, cups and service items— even music programming. These changes will communicate both the unique heritage and the guest appeal of each brand.
These changes come as DineEquity plans for greater expansion of both brands into the Middle East which includes recent commitments from multiple existing franchisees to bring an additional 24 Applebee’s restaurants and 17 IHOP restaurants to the region over the next several years.
“As both our brands continue their successful expansion internationally, we felt it was a perfect time to use the results of our international consumer research study—the largest in our company’s history—to take the learnings from our guests about what they truly love about our Applebee’s and IHOP and bring them to life in our international locations, said del Olmo, “Together with our franchise partners around the world, we are bringing these new brand evolutions from concept to reality—and so far our guests’ reactions have been extremely encouraging and gratifying.”
Applebee’s Grill, the leader in the casual dining category, has been serving guests handcrafted burgers, steaks, ribs, sandwiches and salads and craveable appetizers since the first location opened its doors as “Applebee’s RX for Edibles and Elixirs” 35 years ago in a suburb of Atlanta Georgia. Since then it has grown into a worldwide favorite of guests seeking the authentic experience of an American Grill.
Drawing on this heritage, Applebee’s complete brand evolution is focused around a new brand positioning: “Applebee’s—There’s always a reason to celebrate”, recognizing that there are many occasions to celebrate in life and guests don’t need to wait for a formal occasion such as a birthday or a promotion to come to the restaurants for great food and a great time.
IHOP restaurants—the leader in the family dining category—draws on its more than half a century of expertise and worldwide reputation of offering guests the best in breakfast any time of day, as well as lunch and dinner offerings with the new brand creative positioning: “IHOP— Spreading Happiness since 1958.”
In addition to displaying the new IHOP brand logo unveiled worldwide earlier this week, which features a prominent smile, IHOP restaurants will also feature new décor, uniforms, menu items, plate ware and culinary innovations that offer a fresh, modern look inspired by IHOP’s origins in 1950’s Southern California.
Both brands also will utilize innovative designs for new restaurants being built. The newest Applebee’s prototype design, “Celebration Time” is expected to be rolled out in the region within the next six months.
The newest IHOP restaurant prototype design, “California Heritage” is currently under construction in Manila, and is scheduled to open this summer.
“We are delighted with the success of both brands and the warm reception we have received from our guests throughout the Middle East, “said Daniel del Olmo, President of International, DineEquity, Inc. “ We are equally delighted to have found franchise partners who are committed to bringing the very best of both brands to one of our most important regions for international growth.”
DineEquity Inc. has approximately 3,600 restaurants across both brands including over 220 restaurants outside the United States, throughout the world, including Mexico, Canada, Guatemala, Chile, Brazil, Puerto Rico, Guam, the UAE, Kuwait, the Kingdom of Saudi Arabia, Singapore, the Philippines and Indonesia, with plans to focus further expansion of both brands throughout Latin America, the Middle East and Asia.
“We are seeing a significant increase in interest in both our brands from existing franchise partners as well as qualified prospective franchise partners to open new restaurants in countries where we currently have locations as well as new countries, and we are specifically looking to increase our presence throughout the Middle East, Asia and the Pacific Rim and Latin America,” said del Olmo.” We look forward to being able to bring these new brand evolutions to guests throughout the world.”