Revolutionizing the Dining Experience: The Applebee’s Reimaging Program
Discover how Applebee’s is transforming its brand through the Lookin’ Good program and dual-branding strategy to enhance customer experience and boost sales.
The Lookin’ Good Program: Enhancing Consumer Experience
Applebee’s ambitious reimaging program, known as the Lookin’ Good initiative, signifies a transformative journey aimed at surpassing consumer expectations in aesthetics and atmosphere. Spearheaded by Dine Brands CEO John Peyton, this multi-year effort focuses on upgrading all Applebee’s locations to elevate the look and feel of the restaurants.
Dual-Branding Strategy for Growth
Innovatively, Applebee’s is embracing a dual-branding strategy by converting select locations to Applebee’s/IHOP units. This strategic move not only diversifies the dining options but also taps into the synergies between the two brands, offering customers a unique experience and driving revenue growth.
Franchisee Support and Expansion
Displaying strong franchisee support, Applebee’s intends to refranchise remodeled restaurants after the makeover. Major franchisees have already shown enthusiasm, with six of the top 10 franchisees opting to accelerate remodels based on the Lookin’ Good program. This collaborative effort is pivotal in expanding and enhancing the Applebee’s brand presence.
Sales Boost Through Dual Branding
The shift towards dual-branding has proven to be a successful growth strategy for Applebee’s, ushering in considerable revenue increases. Locations like the IHOP in Seguin, Texas, which underwent the dual-branding transformation, experienced remarkable sales spikes, demonstrating the efficacy of this approach in enhancing sales performance.
Industry Insights and Future Prospects
While Applebee’s is leading the way with its rebranding efforts, other industry players like Burger King and Bloomin' Brands are also exploring renovation programs to drive sales. As Applebee’s continues to evolve its offerings and customer engagement strategies, the future outlook appears promising with a fresh vision and strong growth trajectory.
