BA 493 Summer (Xia) LiAdam Burlison

BA 493 Summer (Xia) LiAdam Burlison

Company HistoryCompany History1986 Abe Gustin and John Hamra of Kansas City open their first Applebee's franchise restaurant in Kansas City. 1996: Applebee's operated in 45 states, and 4 countries. 2000: Introduced new menu. 2002: The number of restaurants climbed to 1,496.2007: Opened its first location in China.

1986 Abe Gustin and John Hamra of Kansas City open their first Applebee's franchise restaurant in Kansas City. 1996: Applebee's operated in 45 states, and 4 countries. 2000: Introduced new menu. 2002: The number of restaurants climbed to 1,496.2007: Opened its first location in China.

Brand ImageBrand ImageIntegrity

Excellence

Innovation

Accountability

Inclusion

Trust

Integrity

Excellence

Innovation

Accountability

Inclusion

Trust

MarketingMarketingMain Marketing Campaigns

Two for 20

Under 550 Cal

Sizzling Plate

Main Marketing Campaigns

Two for 20

Under 550 Cal

Sizzling Plate

2 for 202 for 20One Appetizers plus two entrees for $20.

Draw people to dine out even on limited budget.

Most people spend more than 20 dollars.

One Appetizers plus two entrees for $20.

Draw people to dine out even on limited budget.

Most people spend more than 20 dollars.

Under 550 CalUnder 550 Cal

All menu items are under 550 calories.

Promotes Healthy but delicious eating.

Weight-losing being a big trend, trying to be inclusive.

All menu items are under 550 calories.

Promotes Healthy but delicious eating.

Weight-losing being a big trend, trying to be inclusive.

Sizzling EntreesSizzling Entrees

Focus on the presentation of the food

Attention Drawing

Utilizing Social Media Advertising Tool.

Facebook and Twitter

Focus on the presentation of the food

Attention Drawing

Utilizing Social Media Advertising Tool.

Facebook and Twitter

In relation to class

In relation to class

Sales promotion ： A meal out that is affordable.

Public Relation: making a difference in the communities that they serve.

Market positioning: Applebee’s trying to market themselves inclusive.

Sales promotion ： A meal out that is affordable.

Public Relation: making a difference in the communities that they serve.

Market positioning: Applebee’s trying to market themselves inclusive.

SourcesSourceshttp://www.applebees.com/Menu_Sizzling.aspx

http://www.applebees.com/default.aspx

http://www.google.com/imgres?imgurl=http://blog.lib.umn.edu/albailey/umcweightwatchers/2010/05/03/Applebees_Logo.gif&imgrefurl=http://blog.lib.umn.edu/albailey/umcweightwatchers/2010/05/green-mill-applebees-points-values.html&usg=__ls92-btpS9LZ9mixhr04F7a9ozU=&h=556&w=1063&sz=43&hl=zh-CN&start=0&sig2=_cDY1b0MoAP1U5josvLKdA&zoom=1&tbnid=DXYpNqk1xuhKnM:&tbnh=100&tbnw=191&ei=X5ZkTYnAG4OesQOv3425BA&prev=/images%3Fq%3Dapplebees%2Blogo%26um%3D1%26hl%3Dzh-CN%26sa%3DN%26biw%3D1012%26bih%3D655%26tbs%3Disch:1&um=1&itbs=1&iact=hc&vpx=108&vpy=124&dur=191&hovh=162&hovw=311&tx=174&ty=75&oei=X5ZkTYnAG4OesQOv3425BA&page=1&ndsp=14&ved=1t:429,r:0,s:0

http://www.applebees.com/Menu_Sizzling.aspx

http://www.applebees.com/default.aspx

http://www.google.com/imgres?imgurl=http://blog.lib.umn.edu/albailey/umcweightwatchers/2010/05/03/Applebees_Logo.gif&imgrefurl=http://blog.lib.umn.edu/albailey/umcweightwatchers/2010/05/green-mill-applebees-points-values.html&usg=__ls92-btpS9LZ9mixhr04F7a9ozU=&h=556&w=1063&sz=43&hl=zh-CN&start=0&sig2=_cDY1b0MoAP1U5josvLKdA&zoom=1&tbnid=DXYpNqk1xuhKnM:&tbnh=100&tbnw=191&ei=X5ZkTYnAG4OesQOv3425BA&prev=/images%3Fq%3Dapplebees%2Blogo%26um%3D1%26hl%3Dzh-CN%26sa%3DN%26biw%3D1012%26bih%3D655%26tbs%3Disch:1&um=1&itbs=1&iact=hc&vpx=108&vpy=124&dur=191&hovh=162&hovw=311&tx=174&ty=75&oei=X5ZkTYnAG4OesQOv3425BA&page=1&ndsp=14&ved=1t:429,r:0,s:0