GLENDALE, Calif., May 16, 2016 /PRNewswire/ -- Applebee's
Neighborhood Grill & Bar® today moved decisively to take back
America's neighborhoods – the roots of its rise as the country's
largest casual dining restaurant chain – by unveiling new
American-made, wood-fired grills as the centerpiece of nearly 2,000
of its U.S. restaurants and introducing certified USDA Choice
steaks hand-cut in-house as the signature item of a revamped and
streamlined menu that elevates quality, flavor and freshness.
Inviting guests to follow the enticing aroma of American oak
smoke into their neighborhood Applebee's, the brand tonight kicks
off the largest and most comprehensive marketing and advertising
campaign in its history. In a new series of ads, Applebee's
expects to achieve historic levels of mindshare through penetration
of traditional broadcast and cable TV channels, prominent online
platforms and movie theaters. The campaign's intent is to
tell consumers the new "Hand-Cut, Wood-Fired" platform is the first
chapter in a new Applebee's story.
"We're in the midst of a transformation at Applebee's, and we
are recommitting ourselves to every aspect of the guest
experience," said Julia Stewart,
chairman and CEO of Applebee's parent company DineEquity, Inc.
[NYSE: DIN] and president of Applebee's. "Food is, of course,
central to that, and in talking to guests, we discovered that a
platform built on 'USDA Choice,' 'hand-cut in-house' and
'wood-fired' was not only powerful but had the potential to
differentiate us in a noisy and crowded market."
Added Ms. Stewart: "This goes far beyond a few new menu
items or a limited-time offer. This is the biggest investment in
culinary excellence in the company's history – transforming the
menu, instilling pride in franchisee team members, delighting
current guests and giving others a reason to come back."
The first menu items to hit the grills are certified USDA Choice
Top Sirloin Steaks and Bone-In Pork Chops. Both items are hand-cut
in Applebee's restaurants by trained meat cutters before they hit
the grill with sizzle and smoke. Guests will immediately
recognize something is new at their local Applebee's as wood
corrals stacked with split American oak logs greet them at the
entrance along with the mouth-watering aroma of oak wood
grilling.
Since its creation in suburban Atlanta in 1980, Applebee's has become part of
the fabric of American life, a warm and familiar presence where
everyone feels like an invited guest. Through its involvement
in the communities it serves and its long-recognized support of
active and retired U.S. military men and women, Applebee's has
become a neighborhood institution. But in recent years,
shifting consumer tastes and brand perception issues have
challenged its business performance.
The moves being initiated today are the first in a series of
actions meant to change the story. Embracing its heritage and
igniting its relevance and appeal to today's consumers, Applebee's
seeks to solidify its standing as America's first choice grill and
bar. Through the introduction of its new food platform and ongoing
efforts to revitalize its bar offering, remodel existing
restaurants and introduce new restaurant designs, the brand will
tell its story anew.
Applebee's new advertising campaign, created by the brand's
Kansas City-based ad agency,
Barkley, features a series of 15- and 30-second spots aimed at
bringing back fans and winning over critics with straight-talk,
authenticity and powerful, up-close visuals of the new wood-fired
grill platform.
The spots tell Applebee's "Hand-Cut, Wood-Fired" story with a
confident brand voice and a natural energy that stands in stark
contrast to the manufactured frenzy pervading most restaurant
advertising. The new ads feature slow, unflinching shots of
hand-cut steaks being "seared to smoky-oak perfection" on
Applebee's "fire-breathing workhorse" grill. The appeal of
the spots is further fueled by iconic rock music, including AC/DC's
signature "Rock 'n' Roll Ain't Noise Pollution."
Starting today, Applebee's menu will include a variety of
selections from the wood-fired grill, including:
- 6 oz., 8 oz. and 12 oz. Hand-Cut USDA Choice Top Sirloin
Steaks
- Hand-Cut, Bone-In Pork Chop with honey apple chutney and Cajun
seasoning
- Cedar-Grilled Salmon with maple mustard glaze
- Wood-Fired Grilled Chicken Breast
Additionally, meats and vegetables prepared on the new
wood-fired grills will be featured in many other guest favorites –
from appetizers to salads. Purchase and installation of the
grills, a combined 60,000 hours of training for meat cutters and
the marketing campaign to support the introduction represent an
investment of more than $75 million
by Applebee's franchisees.
"Together with our franchisees, we're building the Applebee's of
tomorrow – embracing the best parts of our neighborhood roots and
our passion for bringing people together, while transforming the
guest experience in ways that enhance our connection with today's
consumers," said Ms. Stewart. "If you haven't been to Applebee's in
a while, it's a different place than you remember."
Applebee's new wood-fired grills and the hand-cut steaks and
other menu items cooked on them are available at participating
Applebee's restaurants across the U.S.
About Applebee's®
Applebee's Neighborhood Grill &
Bar offers a lively bar and grill experience combining hand-crafted
drinks and simple, craveable American fare with flare. All
Applebee's restaurants are owned and operated by entrepreneurs
dedicated to serving their communities and offering the best in
food and drinks with genuine, neighborly service. With more than
2,000 locations in 49 states, Guam, Puerto
Rico and 15 countries, Applebee's is one of the world's
largest casual dining brands. Applebee's is franchised by
subsidiaries of DineEquity, Inc. [NYSE: DIN], which is among the
world's largest full-service restaurant companies.
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SOURCE Applebee's Neighborhood Grill & Bar