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Applebee's Neighborhood Grill and Bar had always been kid-tolerant, rather than kid-friendly. The trend in casual dining dictated that if Applebee's was to continue to compete, family, and especially kids, were the force driving the category. Our brand team developed the following recommendations for Applebee's.
The concept Come to Applebee's and “Get the Fun”
Logo
Animated television commercial, placed on specific media targeting kids, like Cartoon Network
A “credit card” for kids in direct mail program entitling them to several kid perks
In-store advertising
A video entitled “It Came From a Mini Van” for employee training
The program was rolled-out nationally after successful testing in several key markets
Applebee's is now perceived as kid-friendly and a great place for families
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