The first Applebee’s ‘Celebration Time’ model unveiled in the United Arab Emirates.
DineEquity Inc., one of the world’s largest full service restaurant companies and the only franchisor with two leading brands in their categories—Applebee’s® Grill and Bar and IHOP® Restaurants— inaugurated the fist mall version of Applebee’s in all of the Middle East in Dubai Festival City. The grand opening revealed as well the first Applebee’s Celebration Time model in the region, which represents the new 360 degree brand evolution internationally. The company’s Chairman and Chief Executive Office, Julia Stewart, President – International, Daniel del Omo, Regional Vice President and General Manager – Middle East and Asia, Gary Moore, along with the franchise partner Saeed Al Muhairy, hosted the successful ribbon cutting ceremony.
DineEquity President – International, Daniel del Omo, said: “We are really happy to finally bring the full fruition of all our efforts in innovating our brands globally. The good turnout at the event proves that the concept, new menu items, the service culture, restaurant design and all are being perceived positively. We’re looking forward to bringing the new Applebee’s Brand evolution to our other locations throughout the GCC.”
The entire revamp was the result of the research conducted by DineEquity. The study is the largest international consumer research project in its history surveying over 2,200 consumers around the world including here in the Middle East, to better learn how consumers in the local market viewed the brands and how the company could better meet the needs and expectations of its customers.
Applebee’s brand new concept “There’s always a reason to celebrate” was based in the guests’ response – to have an emotional connection to the brands. The company saw that respondents were looking to Applebee’s to be the place they could come to celebrate, not just traditional occasions but those little moments that make every day life special.
Moreover, the positioning has been centered on every touchpoint of the guest experience from design and décor, the plate and smallware, the uniforms and the team. According to DineEquity, the team members are true brand ambassadors and they are proud of being part of it.
The Middle East region is considered one of the three strategic areas of targeted growth following Latin America and Asia Pacific among others. DineEquity has franchise partners in the region and together they continue to grow.
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