The ‘New’ Applebee’s: Hand-Cut & Wood-Fired

Business Insider: Applebee’s “is installing wood fire grills in all 2,000-plus locations across the US — a $40 million investment by the chain’s franchisees. The grills will completely change much of Applebee’s menu’s meal preparation, impacting 40% of items on the menu. It’s a major change that Applebee’s hopes will allow the chain to gain culinary credibility and stand out from the vast array of casual dining restaurants across the US, which have struggled to keep up in an era dominated by fresh fast casual chains.”

“You’re going to see it and hear it,” said Julia Stewart, the chairman and CEO of Applebee’s parent company DineEquity, Inc. “You’re going to literally smell it when you’re in the parking lot, and then you’re going to walk in and see it on the menu, and then you’re going to have a food server talk about it in a very excited way.”

“Beyond the grills, the chain is adding new items like hand-cut wood-fired steaks to the menu, training employees as meat-cutters, and remodeling locations across the US. It is also launching a $120 million marketing campaign, the largest in the company’s history, with a new creative agency.”


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