Casual dining restaurants are suffering. Applebee’s is no exception.
A glut of competitors is causing some to see decreases in sales. “The crux of the problem is that Applebee’s is suffering from a problem that has plagued many modern casual chains: it isn’t exciting, with nothing to distinguish itself from the competition,” notes an article from Business Insider.
They have finally decided to do something real about it And good for them it’s not a re-branding campaign. Putting lipstick on a pig (which most re-branding campaigns amount to) does not create differentiation.
Julia Stewart their CEO said, ““I think the most important thing we can do at Applebee’s is to continue to differentiate ourselves and remind consumers what we can do better and differently than anybody else.”
And then do it.