Applebee's International Inc: SWOT Analysis & Company Profile by BusinessReview

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Business Review’s Applebee's International Inc contains a company overview, key facts, locations and subsidiaries, news and events as well as a SWOT analysis of the company.

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									Applebee's International, Inc.

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Applebee's International Inc: SWOT
Analysis & Company Profile


Reference code: FV0003CP

Published: Feb 2011




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Applebee's International, Inc. - SWOT Profile                                       Page 1
Applebee's International, Inc.

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Applebee's International, Inc. - Company Overview

Applebee's International, Inc. (Applebee's) is a restaurant chain operator based in the US. It owns and franchises over
2,000 restaurants under Applebee's Neighborhood Grill & Bar name. The restaurant offer menu featuring variety of food
items such as chicken, pork, beverages, sweet desserts, burgers, sandwiches, seafood, appetizers, salads and pastas
among others. All the restaurants of the company feature a bar area and serve alcoholic beverages. Geographically, the
company operations are spanned across 49 states in the US, 15 foreign countries and one US territory. Currently, the
company operates as a subsidiary of DineEquity, Inc., a casual and family dining operator. Applebee’s is headquartered in
Lenexa, Kansas, the US.




Applebee's International, Inc. - Key Facts

Applebee's International, Inc., Key Facts

                                  11201 Renner Boulevard,
                                  Lenexa, Kansas (KS), 66219,       Ticker Symbol, Stock
Corporate Address:                                                                         N/A
                                                                    Exchange
                                  United States


Telephone                         + 1 913 8900100                   No. of Employees       28,000



Fax                               N/A                               Financial Year End     December



URL                               www.applebees.com



Industry                          Consumer Packaged Goods



Locations                         United States

Source: Annual Report, Company Website, Primary and Secondary Research




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Applebee's International, Inc. - SWOT Profile                                                                    Page 2
Applebee's International, Inc.

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Applebee's International, Inc. - Business Description

Applebee's International, Inc. (Applebee's) was founded as T.J. Applebee’s Rx. by Bill and TJ Palmer in Atlanta, Georgia
in 1980. It was renamed as Applebee's Neighborhood Grill & Bar in the year 1986. During the same year the first
franchisee restaurant in Kansas City was opened by Abe Gustin and John Hamra. In 1989, the company got listed under
the symbol APBB and furthermore, opened its 100th restaurant in Nashville, Tennessee. In 2007, the company was
acquired by DineEquity, Inc since then Applebee’s has been operating as its subsidiary. The company principally operates
in the US with around 28,000 employees.

Applebee’s is a casual dining services provider that competes in the grill & bar segment of the restaurant industry.
Applebee’s is the leader in grill & bar measured by system-wide sales and locations. Its eateries are primarily freestanding
units and sport interiors festooned with local memorabilia to give each location an indigenous feel. The restaurants offer
menu featuring variety of food items such as chicken, pork, beverages, sweet desserts, burgers, sandwiches, seafood,
appetizers, salads and pastas among others. Recently, the company renewed its menu with craveable items like
Realburgers and a lineup of Under 550 Calories menu items. In addition, all these restaurants feature a bar area where it
serves alcoholic beverages.

As of December 2009, the company operated 2,008 restaurants in 49 states, one US territory and 16 other foreign
countries. Of which 1,690 of all Applebee’s restaurants are owned by independent franchise operators and 399 were
company operated. Recently, the company announced its interests to further increase franchise ownership by selling the
majority of company-operated Applebee’s restaurants to interested franchisees over the next several years. In 2010, it
expects franchisees to open a total of approximately 30 new Applebee's franchise restaurants.

The company promotes its business through advertising and marketing by utilizing primarily television, radio, direct mail
and print media, as well as alternative channels such as the Internet, product placements and the use of third-party
retailers to market its gift cards. In 2009, the company launched a national advertising campaign that featured stories
about the neighborhood with friends and families coming together at their local Applebee’s.




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Applebee's International, Inc. - SWOT Profile                                                                      Page 3
Applebee's International, Inc.

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Applebee's International, Inc. - Major Products and Services

Applebee's International, Inc. (Applebee's) is a foodservice operator based in the US. The key products, services and
brands offered by the company include the following:

Applebee's International, Inc., Major Products and Services
Products:

Beverages

Sweet Desserts

Burgers

Sandwiches

Seafood

Chicken

Pork

Appetizers

Salads

Pasta

Services:

Casual Dining Services

Franchise Services

Carside To Go Service

Brands:

Applebee's Neighborhood Grill & Bar
Source: Annual Report, Company Website, Primary and Secondary Research




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