ba 493 summer (xia) li adam burlison ba 493 summer (xia) li adam burlison
TRANSCRIPT
Company HistoryCompany History1986 Abe Gustin and John Hamra of Kansas City open their first Applebee's franchise restaurant in Kansas City. 1996: Applebee's operated in 45 states, and 4 countries. 2000: Introduced new menu. 2002: The number of restaurants climbed to 1,496.2007: Opened its first location in China.
1986 Abe Gustin and John Hamra of Kansas City open their first Applebee's franchise restaurant in Kansas City. 1996: Applebee's operated in 45 states, and 4 countries. 2000: Introduced new menu. 2002: The number of restaurants climbed to 1,496.2007: Opened its first location in China.
Brand ImageBrand ImageIntegrity
Excellence
Innovation
Accountability
Inclusion
Trust
Integrity
Excellence
Innovation
Accountability
Inclusion
Trust
MarketingMarketingMain Marketing Campaigns
Two for 20
Under 550 Cal
Sizzling Plate
Main Marketing Campaigns
Two for 20
Under 550 Cal
Sizzling Plate
2 for 202 for 20One Appetizers plus two entrees for $20.
Draw people to dine out even on limited budget.
Most people spend more than 20 dollars.
One Appetizers plus two entrees for $20.
Draw people to dine out even on limited budget.
Most people spend more than 20 dollars.
Under 550 CalUnder 550 Cal
All menu items are under 550 calories.
Promotes Healthy but delicious eating.
Weight-losing being a big trend, trying to be inclusive.
All menu items are under 550 calories.
Promotes Healthy but delicious eating.
Weight-losing being a big trend, trying to be inclusive.
Sizzling EntreesSizzling Entrees
Focus on the presentation of the food
Attention Drawing
Utilizing Social Media Advertising Tool.
Facebook and Twitter
Focus on the presentation of the food
Attention Drawing
Utilizing Social Media Advertising Tool.
Facebook and Twitter
In relation to class
In relation to class
Sales promotion : A meal out that is affordable.
Public Relation: making a difference in the communities that they serve.
Market positioning: Applebee’s trying to market themselves inclusive.
Sales promotion : A meal out that is affordable.
Public Relation: making a difference in the communities that they serve.
Market positioning: Applebee’s trying to market themselves inclusive.
SourcesSourceshttp://www.applebees.com/Menu_Sizzling.aspx
http://www.applebees.com/default.aspx
http://www.google.com/imgres?imgurl=http://blog.lib.umn.edu/albailey/umcweightwatchers/2010/05/03/Applebees_Logo.gif&imgrefurl=http://blog.lib.umn.edu/albailey/umcweightwatchers/2010/05/green-mill-applebees-points-values.html&usg=__ls92-btpS9LZ9mixhr04F7a9ozU=&h=556&w=1063&sz=43&hl=zh-CN&start=0&sig2=_cDY1b0MoAP1U5josvLKdA&zoom=1&tbnid=DXYpNqk1xuhKnM:&tbnh=100&tbnw=191&ei=X5ZkTYnAG4OesQOv3425BA&prev=/images%3Fq%3Dapplebees%2Blogo%26um%3D1%26hl%3Dzh-CN%26sa%3DN%26biw%3D1012%26bih%3D655%26tbs%3Disch:1&um=1&itbs=1&iact=hc&vpx=108&vpy=124&dur=191&hovh=162&hovw=311&tx=174&ty=75&oei=X5ZkTYnAG4OesQOv3425BA&page=1&ndsp=14&ved=1t:429,r:0,s:0
http://www.applebees.com/Menu_Sizzling.aspx
http://www.applebees.com/default.aspx
http://www.google.com/imgres?imgurl=http://blog.lib.umn.edu/albailey/umcweightwatchers/2010/05/03/Applebees_Logo.gif&imgrefurl=http://blog.lib.umn.edu/albailey/umcweightwatchers/2010/05/green-mill-applebees-points-values.html&usg=__ls92-btpS9LZ9mixhr04F7a9ozU=&h=556&w=1063&sz=43&hl=zh-CN&start=0&sig2=_cDY1b0MoAP1U5josvLKdA&zoom=1&tbnid=DXYpNqk1xuhKnM:&tbnh=100&tbnw=191&ei=X5ZkTYnAG4OesQOv3425BA&prev=/images%3Fq%3Dapplebees%2Blogo%26um%3D1%26hl%3Dzh-CN%26sa%3DN%26biw%3D1012%26bih%3D655%26tbs%3Disch:1&um=1&itbs=1&iact=hc&vpx=108&vpy=124&dur=191&hovh=162&hovw=311&tx=174&ty=75&oei=X5ZkTYnAG4OesQOv3425BA&page=1&ndsp=14&ved=1t:429,r:0,s:0