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Applebee's Concept Benchmark Analysis
Restaurant Research, LLC, June 2010, Pages: 11
Analysis of the Applebee's restaurant concept provides readers with unique data and insight into this leading brand.
Applebee’s, the largest national casual chain, grew in popularity by bringing value to cost conscious customers looking for a fun, sit-down dining experience “in the neighbourhood”. However, over the years, the chain’s relative competitive positioning suffered from declining food quality in a crowded field inhabited by newer, fresher concepts. Resultantly, Applebee’s consumers decided that the brand’s overall value equation was no longer very compelling in light of this growing competition - thus driving a few years of sales declines. This sparked DineEquity’s turnaround efforts at Applebee’s – a process we believe is beginning to slowly take shape. As the company seems to understand, the answer for Applebee’s turnaround does not have to do with purely lower price points - that is not why consumers go out to a sit-down restaurant in the first place. Rather, consumers are seeking value in the form of food quality and distinctive offerings which are packaged in an appealing way. This seems to be Applebee’s general direction and we believe that, in time, the brand will find its way back to its core roots as a good time out for family and friends.
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