INTRODUCTION

For 35 years, ever since the first Applebee’s location was opened in Decatur, Georgia—back then it was known as T.J. Applebee’s Rx for Edibles & Elixirs—Applebee’s has built its reputation as the classic American Grill and Bar. With 2,000 locations throughout the United States—and increasingly, around the world, the Applebee’s brand has become the destination of choice for guests who want authentic, delicious and freshly-made burgers, steaks, ribs, salads, sandwiches, appetizers, as well as great drinks in a fun, relaxed and friendly environment.

Our latest brand positioning, “Applebee’s: There’s always a reason to celebrate” ties back to our heritage while moving the brand forward with new designs, graphics and visuals that create a sense of fun, excitement—and celebration.

With so many locations in so many countries, it is essential to the health and strength of the brand that we are all providing a consistent, distinctive brand personality that our guests can recognize and embrace.

This brand style manual will provide you all the necessary guidelines to ensure that your restaurant and your communications are consistent with our new brand positioning—and will provide the environment and experience that will make your guests want to return again and again.

And that’s reason to celebrate!

STRATEGIC
GUIDELINES

Welcome
to the celebration!

Strategic Guidelines

To kick off your local marketing endeavors, we’ve put together a comprehensive collection of guidelines to help you along the way.

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CREATIVE
GUIDELINES

Time to roll up your sleeves
and get ready for some fun!

CREATIVE GUIDELINES

What better way to get in the mood, than to set the tone and look of the celebration?

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WHO’S OUR AUDIENCE? YOU!

FRANCHISE MARKETING DIRECTORS

This document is intended to give you an overview of the creative strategy, its reason for being, what it intends to achieve as a reference and what is involved in its implementation. From here you can be best prepared to choose the initiatives from your toolbox that you will hand over to your local agencies to employ in your market.

LOCAL MARKETING AGENCIES

This document is intended to help the local agencies understand each initiative: how they tie into each other and the grand scheme. This document will also serve as a reference guide as to how creative may be executed, and will hopefully serve as thought-starters. Each of the local agencies should respect the goals and objectives but feel free to create within the given boundaries something that is locally relevant, locally interesting, and effective in your market.

PLEASE NOTE:

1. The information in these guidelines is the property of Applebee’s International, Inc. and its affiliates (“Applebee’s”). 2. Content in these guidelines may be confidential and proprietary information of Applebee’s. These guidelines are for the exclusive use of those specifically given permission to use the information by Applebee’s. Do not reproduce, disclose or distribute the contents of this guide in whole or in part without obtaining prior consent from Applebee’s. 3. These guidelines are being provided in an effort to share ideas, practices, processes and tools that may enhance the success of the system. It is not intended to limit a franchisee’s control over, or its obligation and sole responsibility to manage, its restaurant(s). 4. Before using this guide or adopting the processes or tools described herein, please carefully evaluate all financial, legal, technological, cultural and other considerations. Local laws and regulations may apply and vary across jurisdictions. It is your responsibility to comply with all applicable laws. Please consult your counsel, including legal counsel, to identify and address any considerations that may arise from the use of these guidelines. ©2015 Applebee’s Restaurants LLC.