APPLEBEE’S IS REALLY BRINGING IT
After huge growth in the ’90s, Applebee’s had become that old friend you never talk to anymore. The food was average. The décor was dated. People had become bored with the brand. It was time to get back to what made Applebee’s great. Enter See You Tomorrow—the idea that Applebee’s was going to do everything possible to make you want to come back tomorrow. We were asked to help bring this new brand idea to life.
NOT IF WE SEE YOU FIRST
We were charged with delivering the See You Tomorrow promise through all interactions in the restaurant. So it became clear to people that it wasn’t just something they saw on TV but the way all of Applebee’s operates. We had to serve up this commitment right, without losing the neighborhood feel for which Applebee’s has become known. We established a voice. And a design aesthetic. Then went to work crafting an in-restaurant experience that delivered on the brand promise.
EVERY INTERACTION, EVERY DAY
Our work has affected HR and training. We have impacted their digital and mobile experiences. And brought the See You Tomorrow promise to life in their main menu and menu inserts as well as their kids menu. We give participants a reason to believe that’s based in truth, which is improving Applebee’s internal culture as well. Helping a big brand re-invigorate and change perceptions isn’t easy work, but it does taste delicious.