Applebee's Marketing Plan

Powerful Essays
“Revamping Applebee’s”
Customer Relationship Management Plan

Current Situation
My company I chose to develop a customer relationship management plan for is Applebee's Services Inc., its affiliates, franchise currently operates restaurants under Applebee's Neighborhood Grill & Bar and are a DineEquity, Inc. (NYSE: DIN) brand (Applebee’s). “Currently, there are over 1,990 Applebee's restaurants operating system-wide in 49 states, 15 international countries and one U.S. territory. Applebee’s currently employs approximately 28,000 employees company-wide.
According to Applebee’s their overall goal is to “continue to grow and prosper, and further differentiates itself with innovative attractions, like the popular Carside to Go service available at many of its restaurants, and its successful Weight Watchers agreement, enabling it to cater to those preferring less-caloric alternatives.” Applebee’s states that they continually work to add greater value and broaden their appeal as it’s evidenced by the "it's a Whole New Neighborhood" campaign in which was launched in the spring of 2008. This campaign was indicative of a fresh, re-energized approach, the promise of new and enticing menu items (Applebee’s).
Portions of Applebee’s current customer service consist of a loyalty plan that is already set in place and they’ve tested this program after sales stumbled. According to Dan Smith; a spokesman for Dine Equity Inc (DIN) and the owner of Applebee’s "the restaurant is testing Applebee’s Perks in about 160 U.S. locations. Customers who sign up for the program can earn free food, discounts and invitations to store events" (Bloomberg). Applebee’s is working to entice locations "with a variety of changes, including remodeled stores, healthier menus and table-top ordering via tablet computers. It also has offered $6.99 lunch combos and new kids’ fare such as vanilla yogurt. Still, sales at Applebee’s locations open at least 18 months fell in the past three quarters, hurt

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