Related: Dine Brands expands its dual-branded Applebee’s/IHOP concept to Honduras
The dual-branded restaurant will replace the current Applebee’s at 2777 N. Highway 123 Bypass, in Seguin, which is scheduled to close Nov. 10 for remodeling. All team members have been offered positions at nearby locations during the closure.
“We’re eager to kick off development and bring the first dual-branded restaurant to the U.S. in Seguin, Texas. With two brands under one roof, it allows IHOP to shine in the morning and Applebee’s to thrive in afternoons and evenings. The menu leverages each brand’s unique offerings to maximize dayparts and provide more choices, variety, and value to guests.” Dine Brands chief executive officer John Peyton said in a statement.
In February, Peyton touted the company’s dual-branded IHOP and Applebee’s locations in a handful of international markets. During an interview in June, Peyton said the intention was to bring the model to the United States, where the initial openings would serve as a test in which the company can learn from and refine the model for the American guest. Peyton said the international locations have performed strongly, creating plenty of confidence about their potential here. He said there’s a lot to like about these models, including an efficient back-of-house “flow” that befits the two brands’ complementary dayparts. This is helping to generate twice as much revenue as a traditional standalone IHOP or Applebee’s restaurant with the same square footage.
“You’re getting two for the size and space of one. They have a shared kitchen and a red side and a blue side for Applebee’s and IHOP, and a purple in the middle, so when you walk into the restaurant, you’re greeted by a host who then seats you on either side depending on which restaurant you prefer,” he said.
That said, customers can order from both menus should they choose to chase down their Cinna-A-Stack with a Dollarita; the staff is cross trained for such experiences.
“The real beauty of it is for the franchisee that owns that restaurant. This activates four dayparts throughout the day,” Peyton said. “And so, what we are demonstrating oversees is you’re adding IHOP a.m. to Applebee’s p.m. and you’re getting 2x or more of revenue in the same box.”
Contact Alicia Kelso at [email protected]
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Publish date : 2024-11-06 01:14:00
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