- Communication objective:
- To display to families and adolescents that if you make Applebee’s a regular part of your day, week, or month, you will be rewarded with a great atmosphere and great food at an affordable price
- Target:
- Suburban families and young adults
- Applebee’s wants to maintain a family-friendly neighborhood feel
- While also attracting young adults
- Become a place for local sports fans to watch games with other fans
- Wants to become a bar young people can go to after work, or late night on weekends
- Wants to become a local neighborhood favorite and attract regular customers to have a constant stream of revenue
- Support:
- Applebee’s half price appetizers after 10 PM prove they are trying to attract a late-night crowd
- Health food menus and low-calorie entrees will entice families since so many Americans are overweight and want to change it
- Brand Character:
- The place to go in your neighborhood to get affordable food & drinks
- Tone:
- Inviting
- Trendy
- Affordable
- Friendly
- Neighborhood-oriented
- Single-minded proposition
- The neighborhood bar and grill
- Big Idea:
- Applebee’s started with the same philosophy they still follow – focusing on serving good food to good people. Today, what was once a popular neighborhood restaurant has grown to become a popular restaurant in neighborhoods all across North America
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