Applebee’s and IHOP Prove Marketing Gimmicks Can Boost Sales
Photo Caption: The Grinch pancake is a stunt menu item at IHOP.
Skift Take
We're not saying there is anything wrong with Dollar Jollys or Grinch Pancakes, we're only claiming we don't understand why you can't focus on selling menu items based on taste or quality.
Heading into 2019, off-premise sales, acquisitions, and more monthly drink and food promotions to boost traffic are top of mind for Dine Brands Global, the owner of Applebee’s and IHOP.
Like many other brands, Applebee’s and IHOP both reported strong gains in their off-premise business in the third quarter, which boosted overall store sales. Combined, profits on to-go orders increased 37 percent for the companies for the period ending in September. That growth has also resulted in higher average check sizes of more than 30 percent, CEO Stephen Joyce told an audience of investors at the annual Barclays Eat, Sleep, Play Conference, Tuesday.
While he touts the chains’ innovation efforts in launching individual mobile apps and
