Ruby Tuesday considers itself a mid-level casual dining restaurant with its marketing niche focusing on simple, fresh American cuisine. The menu offers a variety of options like burgers, steaks, appetizers, ribs, etc. Popular promotions include its Endless Garden Bar. Currently, Ruby Tuesday is focused on rebranding itself away from a bar and grill image to focus more on its food offerings. It aims to position itself as a family-friendly dining option through its "Simple Fresh American Dining" slogan.
2. Executive Summary
As Applebee’s hopes to increase revenue at its Flushing, Queens location,
it is imperative for the company to understand the unique challenges they face.
Consumers overall are spending less of their income dining out, directly impacting
the industry’s overall sales. In addition, the Sky View Center has been experiencing
lower than anticipated sales on its’ apartment units, delivering far below projected
sales for Applebee’s as well. Along with these challenges, the surrounding
neighborhood consists of a largely Asian community. Through extensive research it
has become clear that this demographic responds positively to outdoor advertising
and are active participants on social media sites. These platforms are vital
components to the new campaign to increase future foot traffic into the Sky View
location.
By both incorporating the current Applebee’s positioning strategy, as a
staple in any neighborhood, as well as appealing to the target demographics’
lifestyles, the “Any time’s a good time” campaign was developed. By allocating a
large percent of the budgets provided to increasing awareness within the Tri-State
area, and incorporating community driven below the line tactics, the InCrowd
Agency strongly feels that Applebee’s will finally achieve the return on investment
they are expecting. 2
3. Table of Contents
Page
Overview………………………………………………………………… 4
SWOT Analysis………………………………………………………… 14
Internal & Industry Trends………………………………………. 17
Competition…………………………………………………………….. 23
Target Demographic………………………………………………… 39
Current Marketing Strategies…………………………………… 57
Integrated Marketing Communications Strategy……….. 66
Media Plan………………………………………………………………. 82
Sources…………………………………………………………………… 95
5. History
2008:
1980: ServSafe
The 1st 2002: Alcohol
1992: Applebee’s Award, for
Applebee’s
A.I.I. opened celebrates its best Alcohol
was opened in
its 250th 1,500th service
Atlanta,
Applebee’s restaurant program
Georgia
2005-2007: 2010:
1989: 1998:
Applebee’s Applebee’s
A.I.I opened The 1,000th
expands into launched its
its 100th Applebee’s is
Ecuador, “revitalization
restaurant opened
Brazil, Jordan ” concept
and China
5
6. History of the Brand
• Good Food. Good People.
Applebee’s started with the same philosophy used today :
“focus on serving good food to good people”
Restaurants began spreading across North America and has
now expanded to over 2,000 locations and counting.
• The 1st Applebee’s opened its’ doors in 1980 in Atlanta, Georgia.
Just 3 years later the Palmer’s sell their concept to W.R. Grace
and Company.
In 1985 Applebee’s officially became a franchise.
6
7. The Franchise Growing
• In 1986 the first Applebee's franchise restaurant was opened in Kansas City.
In continuing in its great success Applebee’s started offering public stock (NYSE:
APPB), now listed under NYSE: DINE
Opened its 100th restaurant in 1989.
• 1998 Applebee’s opens its 1,000th restaurant in Aurora, Colorado
• In 2002 “The Heidi Fund” is established:
A program that provided finances for Team members at corporate stores who
find themselves in catastrophic life events.
• 2010:
Launches 5 new “Better-for-you” entrees.
Introduces the first cocktail with fewer than 100 calories.
7
8. New Year. New Look.
• Continuing in success Applebee’s launches the “revitalization”
concept.
Featuring warmer colors, contemporary design, and decor
specific to its surrounding neighborhoods.
Additional focus on service improvements as well as food and
drink improvement.
8
9. DineEquity, Inc.
• DineEquity owns, operates, and franchises two restaurant chains in the casual
dining and family dining categories:
Applebee’s Neighborhood Bar & Grill
International House of Pancakes (IHOP)
• DineEquity owns and franchises about:
2,010 Applebee’s restaurants
1,535 IHOP units
Store sales at Applebee’s rose by 1 percent over the past quarter while falling by 1
percent at IHOP
DineEquity has the ability to increase the amount of the required combined
contribution to the national advertising fund and the amount required to be spent
on local marketing and promotional activities to a maximum of 5% of gross sales.
9
10. Apple-Metro, Inc.
Mission:
To guarantee each and every guest the ultimate in casual dining experience by providing
extraordinary service, delicious food and drink in a fun-filled and friendly atmosphere.
Industries in which Apple Metro compete:
• Casual dining
• Restaurants
• Bar and food services
Top Competitors:
• Brinker International, Inc (Chili’s)
• Carlson Restaurants Worldwide (TGI Fridays)
• Darden Restaurants, Inc (Red Lobster & Olive Garden)
Locations: All Five Boroughs, Westchester, and Rockland Counties
• Their portfolio currently includes 34 Applebee’s restaurants.
• This year they opened an additional 3 locations: one in Yonkers, NY and two in Queens
(Jamaica and Flushing).
• The first Applebee’s opened in Staten Island in October of 1994. Since then, 32 more
Applebee’s were opened that include the three largest Applebee’s® in the world which
are located at 50th Street (NYC), 42nd Street (NYC) and Rego Park (Queens).
10
11. Queens
• Queens is the second most populous borough in New York City
• Incredible density of 750,000 people living within three miles of
Sky View Center
• Built-in customer base of 3,000 incoming residents on-site at Sky
View Park above
• Queens is most known for is diversity in restaurants, shopping
and entertainment
• Flushing also famously houses Citi Field home to the New York
Mets
11
12. Sky View Center
• Sky View Center is the second largest mixed use of development under
construction in New York City behind Ground Zero.
• Within 3 miles of Sky View there's over 750,000 residents in the area.
• Easily accessible via car, train, subway and bus.
• With plenty of retail stores consumers have endless possibilities of
where to shop as well as eat.
12
15. Applebee’s Corporate
Favorable Unfavorable
Strengths: Weaknesses:
• Advertising Powerhouse – Applebee’s is • Promotions are unclear
the lead player in the national media • Only source of revenue are local residents
scene and dominates network television,
Internal
cable, and sports
• Already has an established customer base
• Leads the restaurant industry’s casual
dining segment
• Strong brand portfolio and reasonable
prices with special deals such as “2 for
$20”
Opportunities: Threats:
• Incorporate/Integrate local events and • Other restaurants in the casual dining segment
places as part of the restaurant such as TGI Friday’s, Chili’s, Olive Garden
• Sponsor local community and sporting • Competitor’s with better deals and specials
External
events • Performance of each restaurant depends on the
• Include local memorabilia from nearby surrounding environment
schools and universities • Local residents are the source of revenue
• Can create more local jobs for residents
15
16. Applebee’s: Flushing
Favorable Unfavorable
Strengths: Weaknesses:
• Applebee’s is heavily advertised throughout • Mall space restaurant - customers have to go into
the mall with apple stickers and signs the mall in order to gain access to Applebee’s
pointing to location of restaurant in mall • Flushing has a heavy Asian population – no
• Contains local school and college separate menu in Mandarin, Cantonese, etc.
Internal
memorabilia • Banner hanging outside instead of a real sign
• Local residents are employed • Cannot see Applebee’s outside of the mall
• Only casual dining restaurant in the Sky • Dragon – fake decoration, out of place with
View Shopping Center Applebee’s image; failed attempt to integrate
• Grand opening event with local YMCA into the Flushing community
• No specific target
Opportunities: Threats:
• Incorporate more local places as part of the • Other restaurants in Flushing liked by local
restaurant’s promotions residents
External
• Sponsor local community and sporting • No entertainment anchor
events • Condominiums above Sky View are at minimal
• Improve interior décor occupancy
• Mall only has 50% occupancy in retail
• Outside of the main shopping district – not on
Main Street
16
19. Lifestyle Trends
The 2008 US economic recession enhanced the consumerism of necessity over
luxury products and services. The recession introduce an increase in competition
with any at home food products. Consumers viewed dining out as a luxury that
could be sacrificed. To combat the at home dining experience, the Applebee’s
restaurants introduced more frequent discounts through promotions.
The growing concern of obesity in America has also changed the food service
industry in a few ways. Restaurants, including Applebee’s, are now offering
heather options on their menus. Applebee’s has introduced a partnership with
Weight Watchers that is incorporated in the menu. Brand perception became more
crucial as these restaurants repositioned to be seen as a healthy dining experience
for consumers. New York States legislation passed a new labeling act that now
forces all foodservices places to list the nutritional information of the product.
The economic and industry changes have increased rivalry among competitors
in the food service industry. Casual dining restaurants must increase and improve
their advertising and promotional strategies to remain competitive in the market.
19
20. Trends in Sales
Total Revenue
(in millions)
1,800.0
1,600.0
1,400.0
1,200.0
1,000.0
800.0
600.0
400.0
200.0
0.0
2006 2007 2008 2009 2010 2011
• Increase in revenue from 2007 to 2008 as a result of the acquisition of Applebee’s
• Decrease in revenue from 2008 through 2011 since the acquisition by DineEquity
20
21. Seasonal Factors
Sales Revenue
(in millions)
350
300
250
200
150
100
50
0
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011
• Consistent increase in sales revenue from Q4 to Q1 throughout 2007 to 2011
• Consistent decrease in sales revenue overall from 2007 through 2011
• Quarter One months include January, February and March of the fiscal year 21
22. Trends of Growth
Number of Applebee’s Locations
1800
1600
1400
1200
1000
The Company
800
Franchise
600
400
200
0
2007 2008 2009 2010 2011
• Since the introduction of DineEquity, Applebee’s has dramatically decreased the number
of company owned locations from 513 to 177 since 2007
• Applebee’s locations from franchisers has consistently increased to 1,694 locations22
nationwide
25. Competition: Olive Garden
• Owned by Darden Restaurants
• As of May 30 2010: 748 Olive Garden® in U.S.
• 10 restaurants within 50 miles of Flushing, Queens
Location
• Specializes in Italian-American Cuisine
• Slogan: "When you're here, you're Family"
Similarly to Applebee’s approach, Olive
Garden is focusing on the
neighborhood, specifically the idea of
family, to lure in its costumers. They are
focusing their advertising messages to create
the image of Olive Garden as a place where
families come together. Current promotions
are their unlimited soup, salad, breadstick
lunch for $8.95 and their three course Italian
dinner for $12.95. Both are very popular for
their great value.
25
27. Competition: Red Lobster
• Owned by Darden Restaurants
• As of May 30 2010: 670 Red Lobster® in U.S.
• 24 restaurants within 50 miles of Flushing, Queens
Location
• Specializes in Seafood, Steak, Chicken, Pasta
• Slogan: “Fresh Fish. Live Lobster.”
Red Lobster considers itself a mid level
casual dining restaurant with its marketing
niche focusing on costal New England. The
menu is filled with seafood options with
some choices of steak and chicken. Popular
promotions include its yearly endless shrimp
dish and currently its Lobsterfest where
customers can choose from 12 different
lobster inspired entrees.
27
29. Competition: Ruby Tuesday
• As of May 31 2011: 750 Ruby Tuesday® in U.S.
• 12 restaurants within 50 miles of Flushing, Queens
Location
• Specializes in American dishes with a variety of
burgers, steaks, appetizers, ribs, etc.
• Slogan: “Simple Fresh American Dining.”
Since 2007 Ruby Tuesday has been
rebranding itself away from a bar and grill
persona to a casual family dining
experience. To attract customers it offers
RubyTueGo® curbside service and a
delivered-meals catering program for
businesses, organizations, and group
events. It has focused its marketing
messages to highlight its brand new look
by remodeling the restaurants to a more
sophisticated look. In terms of
promotions, Ruby Tuesday focuses on their
more flavorful menu options. 29
31. Competition: Cheesecake Factory
• As of Feb 23 2011: 150 Cheesecake Factory® in U.S.
• 13 restaurants within 50 miles of Flushing, Queens Location
• Menu is fairly large offering
pizza, seafood, burgers, chicken, pasta, sandwiches, and
dessert.
The Cheesecake Factory created its casual
dining niche by combining its bakery
services with an eclectic menu and
signature cheesecakes. Its unique dining
experience draws consumers in attracting
families from all over.
31
33. Competition: Chuck E. Cheese
• As of May 2009: 542 Locations
• 17 restaurants within 30 miles of Flushing, Queens Location
• Concept is a sit down pizza restaurant with arcade games for
kids.
Chuck E. Cheese’s is recognized as a leader
in family dining and entertainment: a place
where “A KID CAN BE A KID”. With over
500 locations they entertain over 40
million kids and celebrate over 2 million
birthday parties a year.
33
34. Competition: Five Guys
• As of April 2011: Over 1000 locations
• 46 restaurants within 25 miles of Flushing, Queens Location
• Menu focuses on Burgers, Fries, and Hot Dogs.
Although it has a limited menu, its appeal is
in the food quality, use of local ingredients
for its fries, and having a trans-fat free
menu. The restaurant is styled to classic
malt shop.
34
36. Competition: Popeyes
• As of 2009: 1,539 Locations
• 50 restaurants within 10 miles of Flushing, Queens Location
• Menu focuses on Louisiana style cooking with fried
chicken, biscuits, mash potatoes, and Cajun seasoning.
In 2009, Popeyes introduced
"Annie the Chicken Queen", a
feisty, fictitious Popeyes chef who
"tells it like it is". The character is
meant to be
"honest, vibrant, youthful and
authentic" according to Dick
Lynch, Popeyes Chief Marketing
Officer. “Everyone has a relative or
a good friend who will give it to
them straight, and that’s what
Annie is all about.”
36
38. Competition: Local Spots
• In addition to major franchise and causal dining chains, local family owned restaurants
are a common sight through out the Flushing Area. Applebee’s is directly competing
with these establishments. As research shows an older, asian based community is more
likely to eat at establishments that serve menus geared towards their personal cuisine.
• Restaurants and Bakeries include (but are not limited to) :
New Century
Sun Way
Joe Shanghai
38
40. Product Consumer Demographic
Target Given: Target Researched:
Race – Asian American Race – Asian American
Gender – males & females Gender – males & females
Age – 25 to 49 years old Age – 21 to 49 years old
Location – New York City Area (Flushing) Location – New York City Area (Flushing)
InCrowd has expanded the target market to include the 21 – 24 year old
consumers that are also likely to visit their local Applebee’s. These young adults are social
and likely to patronage the Applebee’s bar. The researched target is likely to be employed
full-time, presently married and have children under the age of 18. They also earn an annual
income between $30,000 – $100,000+.
Asians 21 – 49
Presently married Earn $100,000+ Employed full-time Children Under 18
Sample 280 227 236 201
Weighted(000) 4,293 3,261 4,023 2,861
Vertical % 3.4% 5.5% 3.5% 4.0%
Horizontal % 68.3% 51.9% 64.0% 45.5%
Index 121 194 122 140
Total % 1.9% 1.5% 1.8% 1.3%
41. Product Consumer Demographic
Asians 21 – 29
Full-time Student Children Under 18
Sample 88 1,122
Weighted(000) 1,064 11,587
Vertical % 23.7% 16.0%
Horizontal % 4.0% 44.0%
Index 199 135
Total % 0.5% 5.2%
The youngest segment of the target is less likely to be employed full-
time and 99 times more likely to be a full-time student. The segment
is 35 times more likely to have children despite the younger age
range. 44% of Asians 21 through 29 years of age have children
under the age of 18 years of age. The segment is in the early stages
of their careers and families.
41
42. Product Consumer Demographic
Asians 30 – 39
Employed Full-time Earn $100,000+ Children Under 18
Sample 1,304 754 1,471
Weighted(000) 13,585 6,629 12,291
Vertical % 11.7% 11.2% 17.0%
Horizontal % 66.8% 32.6% 60.4%
Index 127 122 185
Total % 6.1% 3.0% 5.5%
This target segment is 85 times more likely to have children under the
age of 18 years. Over 60% of Asians 30 to 39 years old have children
under 18 years old. The target is becoming more stable in their careers
and earning a higher annual income. Almost 67% of Asians 30 to 39
years old are employed full-time. This segment is 22 times more likely
to earn $100,000 or more annually.
42
43. Product Consumer Demographic
Asians 40 – 49
The oldest segment of the target is more established and stable. The
segment is more likely to be employed full-time. The target is more
established financially and earn the highest annual salary of
$250,000+ with a more established career. The segment is more likely
to have children, but their children are older than the other segments.
Employed Full-time Earn $250,000+ Have Children
Sample 1,884 211 1,965
Weighted(000) 16,879 1,287 15,598
Vertical % 14.5% 16.5% 12.8%
Horizontal % 74.5% 5.7% 68.9%
Index 142 162 126
Total % 7.6% 0.6% 7.0%
43
44. Target Demographic Population
Queens, New York Population
Table 1. Annual Estimates of the Resident Population for Counties of New York: April 1, 2010 to July 1, 2011
Population Estimates
April 1, 2010
Geographic Area (as of July 1)
Census Estimates Base 2010 2011
Queens County 2,230,722 2,230,722 2,233,895 2,247,848
Local Flushing, Queens Population
Geographic Area Population Percentage of
Estimate Queens Pop.
Flushing, Queens 750,000 33.4%
44
45. Target Psychographics
General Lifestyle
The target is very health conscious. They are 22 times more likely to agree that, “Nutritional
value is the most important factor in what foods I eat” and “Usually I am quick to try a new nutritional
product.” The target is more likely to be the first among their friends to try a new food product and are
currently dieting. This target is both a leader and a follow. Simmons research shows that the target is 66
times more likely to agree to the statement, “I am easily swayed by other people’s views.”
The youngest segment, Asians 21 – 29 are 20 times more likely to agree to the same
statement. They are also 62 times more likely to agree that “My friends are more important to me than
my family.” Therefore, a family oriented restaurant may only be found appealing by becoming a social
location to spend time with friends and co-workers.
Asians’ lifestyle coincides with the target’s psychographics. Asians are 22 times more likely
to agree that, “Eating fattening foods makes me feel guilty.”
Asians 21 – 49 Asians 21 – 29
Easily swayed First of friends Friends are
by other to try new more important
people’s views food products than my family
Sample 105 95 291
Weighted(000) 1,827 1,605 3,548
Vertical % 4.7% 4.0% 19.3%
Horizontal % 29.1% 25.5% 13.5%
Index 166 143 162
45
Total % 0.8% 0.7% 1.6%
46. Target Psychographics
Attitudes on Sports
Males and 21 to 49 year olds are very likely to participate in fantasy sports
leagues alongside the target. Asians 21 to 49 are more likely to buy products from
companies that sponsor sports teams and sports events.
The youngest segment is 20 times more likely to feel the same way. They
are also 81 times more likely to participate in fantasy sports leagues. Asians 30 to
39 years old are 71 times more likely to participate in fantasy sports leagues.
Buy products More likely to
from companies participate in fantasy
that sponsor sports sports leagues
Sample 75 397 134 135
Weighted(000) 1,115 4,010 2,163 1,576
Vertical % 4.0% 14.2% 21.5% 15.7%
Horizontal % 17.7% 15.2% 8.2% 7.7%
Index 140 120 181 171
Total % 0.5% 1.8% 1.0% 0.7%
Asians 21 - 49 Asians 21 - 29 Asians 30 - 39
47. Target Psychographics
Attitudes on Dining
The target is likely to attend a family restaurant, like Applebee’s, with others
including: children under 12 years old, friends and co-workers. Appearance matters to the
target. They are 120 times more likely to prefer food that is presented as an art form. They
are not likely to sit down to a meal together at home, so Applebee’s has an opportunity to
bring the family together in public. Also, the target is 22 times more likely to try new drinks.
New non-alcoholic and alcoholic beverages may be found appealing to the target.
Asians 21 to 29 years old attend family restaurants with children under 12, friends
and co-workers. Asians 30 to 39 years old are 118 times more likely to attend a family
restaurant with children under 12. This segment and Asians 40 to 49 are also likely to
attend family restaurants with teens.
Asians 21 – 49
Attend Attend Prefer Food Rarely Sit
With More Likely Down to a
With Friends/Co that is Meal
Children to Try New
-Workers Presented Together at
Under 12 as Art Form Drinks Home
Sample 106 79 120 134 85
Weighted(000) 1,524 1,397 2,045 2,468 1,641
Vertical % 3.9% 3.5% 6.2% 3.5% 3.6%
Horizontal % 24.2 22.2 32.5 39.3 26.1
Index % % % % %
Total % 137 122 220 122 126
0.7% 0.6% 0.9% 1.1% 0.7%
48. Target Psychographics
Attitudes Towards Applebee’s
According to Simmons research Apple Metro’s New York City locations favor
Applebee’s compared to the average competitor. New Yorkers are 26 times more likely to
visit Applebee’s than the average. New Yorkers are repeat customers throughout the year.
They are 43 times more likely to visit Applebee’s 3 to 4 times in the last 12 months. The
population within the New York Metro geographic area is 20 times more likely to visit
Applebee’s.
New York DMA
Likely to Visit Applebee’s Visit Applebee’s 3-4 times
Sample 471 63
Weighted(000) 3,593 372
Vertical % 23.2% 2.4%
Horizontal % 8.8% 10.0%
Index 126 143
Total % 1.6% 0.2%
New York Metro
Sample 373
Weighted(000) 2,748
Vertical % 22.1% Likely to Visit Applebee’s
Horizontal % 6.8%
Index 120
Total % 1.2% 48
49. Target Demographics
Media Usage
The target is most likely to be found on the internet. Asians 21 to 49 years
old are 74 times more likely to visit Facebook and 48 times more likely to visit
sports websites. This type of website may include: ESPN.com, FOXSports.com,
MLB.com, NFL.com, NBA.com, and NBCSports.com. The 21 to 49 year old
population is more likely to be found visiting Facebook, WSJ.com, Moviefone.com,
Fandago.com and sports websites. The youngest target segment is 112 times more
likely to visit Facebook.
Asians 21 - 49
Visit Facebook Visit Sports Website
Sample 62 65
Weighted(000) 1,190 1,320
Vertical % 4.9% 4.2%
Horizontal % 18.9% 21.0%
Index 174 148
Total % 0.5% 0.6%
49
50. Target Demographics
Attitudes Towards Ads
The target is receptive to outdoor advertising. Asians 21 to 49 years old
are likely to notice bus shelter/bench, bus stop, train, taxi, bus interior and exterior
advertisements. The target is not receptive to radio advertising as they only listen
to radio for quick updates. Also, Asians 21 to 29 are 30 times more likely and
Asians 30 to 39 are 47 times more likely to notice subway train/platform
advertisements.
Asians 21 – 49
Notice Notice Bus Notice Ads Notice Ads Notice Ads
Bus Ads Stop Ads On Trains On Trains On Trains
Sample 87 114 110 132 103
Weighted(000) 1,688 2,129 2,004 2,385 1,905
Vertical % 4.7% 6.3% 7.9% 5.3% 7.4%
Horizontal % 26.9% 33.9% 31.9% 37.9% 30.3%
Index 166 222 280 187 259
Total % 0.8% 1.0% 0.9% 1.1% 0.9%
50
51. Target Consumer Profiles
The Young Socials
Ages 21 to 29 – The female target
visits Applebee’s for:
• Full meals & drinks with their
friends
• Lunch & dinners among friends
and co-workers
51
52. Meet Alice
Profile Highlights
Name Alice
Age 22
Location New York, NY
Occupation Entry-Level Assistant
Annual HHI $35,000
Marital Status Single
Children None
Alice is a Chinese American residing in Flushing, Queens. She is a recent
college graduate working in her first full time job as an entry-level assistant in
Midtown Manhattan. She enjoys a relaxing evening with her friends over a few
cocktails and dinner. While at Applebee’s, Alice takes advantage of the half off
appetizers for an economical night out in her local neighborhood after a long day’s
work. 52
53. Target Consumer Profiles
The Families
Ages 21 to 49 visit Applebee’s:
• With children under 12 to teenager
• For early for dinners and lunches
• For shopping at the Sky View Center
• For a family event, sit down & full meals 53
54. Meet Kim & Jeremy
Kim and Jeremy enjoy each other and their
two young children. The couple works hard
during the week at their current jobs as they
move forward from the beginning of their
careers. Together, their annual income provides
a comfortable living in New York City. The
young family enjoys a quite lunch at Applebee’s
together as they finish an afternoon of
shopping at the Sky View Center.
Profile Highlights
Name Kim Jeremy
Age 27 31
Location New York, NY
Occupation Coordinator Analyst
Annual HHI $105,000
Marital Status Married
54
Children Two
55. Target Consumer Profiles
The Sports Fanatics
Ages 21 to 49 – The male target visits Applebee’s:
• To enjoy the sports game at the bar
• To consume alcohol and appetizers on the weekends and
game nights 55
56. Meet Charles
The sports fanatics are dominantly male. Charles
enjoys supporting the various New York sports teams
throughout the year. In the fall, Charles cheers for the
New York Giants at the Applebee’s bar with his
buddies who support the New York Jets. In the spring
time, Charles roots for the New York Yankees, then
the New York Knicks. Applebee’s is an outlet for
Charles to enjoy all of his favorite local teams in a
supportive and fun environment.
Profile Highlights
Name Charles
Age 42
Location New York, NY
Occupation Senior Vice President
Annual HHI $200,000
Marital Status Married
Children None 56
58. Advertising Expenditures
0.3% Spending ($000)
0.1% 0.004% 1.5%
Newspapers
Nat'l Newspapers
Outdoor
Network TV
28.9%
Spot TV
Syndication
54.4%
Cable TV
9.8% National Spot Radio
5%
Total: $140,087,400
58
59. Current Positioning
There’s No Place Like The Neighborhood
Respecting our Neighborhoods
• Applebee’s has saved 831 trees
• Applebee’s has conserved 18,569 gallons of oil
• Applebee’s has conserved 342,055 gallons of water
Supporting our Neighborhoods
• A partnership with Alex's Lemonade Stand since 2005 to raise $1.2 million
• A partnership with Make-A-Wish Foundation to raised $300,000 in 2008
• A partnership with The V Foundation for Cancer Research in 2008 to raise more
than $120,000 in donations
59
60. Current Menu Promotions
Neighborhood Favorites
• 2 for $20
• Weight Watchers®
• Ultimate Trios
• Sizzling Entrees
• Under 550 Calories™
• Pick 'N Pair ® Lunch
60
61. Free Parking
• The five hours free parking offers their
customers an incentive to come eat at the
Flushing Apple Bee’s because then they
will be able to shop in the mall or
surrounding area and park for free.
• It’s a great way to promote the
restaurant by letting their customers
know they are giving them free parking
while they are eating as well as having
extra time to doing some shopping
afterwards. It shows the customer that
they really care about their needs and
wants.
61
62. Y Wednesdays
• Is another great way to promote and get more
customers in the door. It also shows how
dedicated they are to their community. By
offering to donate 5% of the proceeds to the
local YMCA in flushing and the customer also
gets 5% off their check when they show their
YMCA card.
• How it works is only on Wednesdays the
Apple Bee’s Restaurant in Flushing will donate
5% of the proceeds to the YMCA to support the
local community programs. Also the customer
will get 5% off their check as well when they
show their card. It is a win win situation for
everyone the Restaurant, the YMCA, and the
customer.
62
63. Facebook Overview
• 76 people “Like” the page
• 9 albums including “Chinese New Year Celebration” and “Grand
Opening VIP”
• Displays events and contact information as well as price range
• Link to an email signup
• Cover photo of Military Appreciation Month
• Promotes specials for holidays
63
64. Current Online Promotions
“Who's joining us on Cinco de
Mayo?
• Featuring a fun "fiesta menu"
along with our regular menu!
Come celebrate with your
favorite neighbor!”
• Updated their status for Cinco de
Mayo on the weekend of May 5th
• Highlighted their “Fiesta Menu”
and told customers to add a Dos
Equis beer with their meal
64
65. Current Online Promotions
“Treat Mom –
no reservations needed”
• Status update for Mother’s day
on May 13th
• Promotion offering a certificate
of a free appetizer or dessert for
next visit
“Come watch with us tonight.”
• Hosting the UFC fights on their
TV’s to get people to come
watch it there
65
67. Marketing Objectives
To To
increase increase
sales and patronage
customer traffic to the
for the Flushing, Applebee’s New
Queens – Sky York Metropolitan
View location locations
Increase the Applebee’s Corporate goals of community
outreach to the Flushing, Queen location
67
68. Advertising Objectives
To advertise effectively to
To increase sales of the Apple
receive a return on investment
Metro locations by $3,000,000
of 100% or more to cover the
total
$2,040,000 in advertising costs
To increase awareness of
To increase awareness of your
discounts and promotions
presence in the community
offered at each location
Engage the Flushing, Queens Place advertisements to direct
community using below the line potential customers to the Sky
advertising tactics View location
68
70. Key Insight
Adults 21 to 49 have decreased their spending
in dining out because of financial constraints
and the perception that dining out is a luxury.
The population in the Flushing, Queens area is
seeking more value and service for their
patronage.
70
71. Message
Choose Applebee’s when you decide to
dine out because Applebee’s provides
discounts and promotions worth taking
advantage of and has an increased
presence and vested interest in the
success of your community.
71
72. Umbrella Idea
To show situations where the target is
enjoying their experience at Applebee’s
after taking advantage of the promotional
deals and community outreach
opportunities that the company has to
offer.
72
73. Reason to Believe
Applebee’s provides consistent daily value
through their promotions such as 1 appetizer
and 2 entrees for $20, Pick ‘N Pair
Lunches, and other promotional discounts.
Applebee’s Flushing, Queens location
provides yearly community outreach to the
local YMCA.
73
74. Sample: Young Social
• Appealing and reaching all females 21 to 49 years old
• Your target is noticing this placement for effective media placement 74
75. Sample: Families
• The billboard reaches all families 21 to 49 years old with children
• The advertisement tugs at the heart strings of parents in the Applebee’s
community 75
76. Sample: Sports Fanatic
• This placement reaches the dominantly male target, Sports Fanatic
• Through the use of humor appeal, this placement will generate recall 76
79. Metro Card Giveaways
Any time’s a good time
to get a free ride.
Distribute 2,000 one way
subway passes
On designated 7 Subway train
line stops
Distribute 500 passes at two
subway stations in April 2013
and August 2013
79
80. It’s On Us Tonight.
Objective: Increase sales in the Flushing Queens Location
• Using Facebook and Twitter, customers are encouraged to send in their
stories and photos about their upcoming celebrations. Each month one
participant will be selected and have a evening of fun and memories on us.
• The contest will be launched over a specific time frame during each
month, targeting certain holidays including Mother’s Day, Father’s
Day, Graduation season, Valentine’s Day, etc.
80
81. Making A Difference.
Using Foursquare and YouTube, employees will take
turns being brand ambassadors. Each quarter they will team
up with a local school or organization to improve the
community they live in. Stories and videos will be posted on
Applebee’s own YouTube Channel. Volunteers who check in
using foursquare can receive special promotions and offers
they can redeem at Applebee’s Sky View.
81
82. Applebee’s Foursquare
Any time’s a good time
to check into Foursquare.
We’ve created an exclusive Flushing Foursquare
badge
• “Local Neighborhood VIP”
• Check into 5 different locations to unlock
• Receive 10% off your bill when unlocked
The badge is flexible and adjustable
• Check-in and get a free appetizer (1 per table)
• Check-in 5 times and get a free desert (1 per table)
• Check-in and sample our new signature drinks
The launch and facilitation of the new badge and special deals and promotions will increase
traffic and sales for the Flushing, Queens location. There is a potential and opportunity to
implement this social media tactic to the Apple Metro locations upon a successful
82
introduction.
83. Sponsorships
YMCA
Any time’s a good time
to get involved.
• Located in Flushing Queens on 14480 Barclay Ave, Flushing, NY
• Provide programs for families in the local area with sports and child
day care services
• Continue to contribute 5% of the YMCA member’s total bill
83
84. Sponsorships
Bayside Little League
Any time’s a good time
to get involved.
• A local little league baseball team in Flushing, Queens
• Club house is located at 25-50 Francis Lewis Boulevard P.O. Box
610054 Bayside, NY 11361
• There are 3 different age groups which are:
1. Ages 5,6,7
2. Ages 8 through 14
3. Ages 15+
• The sponsorship will include financial assistance to pay the
registration and fees for each team member
• Applebee’s will also assist with equipment, travel and other
expenses
• Applebee’s can provide branded water bottles to support the
team and promote the Flushing location
84
85. Sponsorships
College Point Roller Hockey
Any time’s a good time
to get involved.
• A local roller hockey league that
is offered to girls and boys ages 5
to 17 years old
• The sponsorship will include
financial assistance to pay the
registration and fees for each
team member
• The sponsorship will assist with
equipment, travel and other
purchases
• Applebee’s can provide branded
water bottles to support the
team and promote the Flushing
location 85
87. Media Objectives
• To create regional • Increase customer
awareness of the traffic to the
Flushing & Apple Flushing location
Metro locations through sponsorships
within the New York with local sports
Metro population teams and local
throughout 2013. advertisements.
Create Increase
awareness traffic
Promote
Engage
the deals
• Promote the current • Promote the
discounts and engagement of the
promotional local
offerings of the Flushing, Queens
Apple Metro community
locations.
87
88. Media Strategy
Place outdoor advertisements around the New York
Create Metropolitan area to promote the Apple Metro
restaurant locations and Flushing, Queens location. The
Awareness outdoor advertisements will provide the necessary
impressions needed to provide leads to sales.
The increased awareness will lead to more traffic to the
Increase locations. The MTA giveaway will provide an incentive
to travel to the location. The local sponsorships will
Traffic encourage local attendance to support their local sports
teams.
Promote the The social media tactics will promote the current deals
for consumers. The additional social media will
deals promote new discounts to users of Foursquare.
Create local partnerships with the local community
through sponsoring little league baseball, hockey and
Engage YMCA. The sponsorships will assist the local
community and promote Applebee’s.
89. Apple Metro Budget Overview
2% Total Budget - $2,000,000
8% 19%
Billboards
Bus Exterior
26% 7% Bus Stops
Subway Stations
Subway Interior
Taxi Tops
27%
Unexpected Costs
11%
• The entire Apple Metro budget is focused on outdoor advertising
• The Apple Metro target from Long Island, New Jersey, New York State, and New
89
York City will be reached by the media placements
90. Flushing Budget Overview
Total Budget - $40,000
Sponsorships
35%
Below the Line
50%
Social Media
Promotions
15%
• Sponsorships include the registration, fees, equipment and other expenses to
sponsor 4 local sports teams for children
• Below the Line includes the 2,000 one way MTA subway tickets and their
printing costs
• Social Media Promotions include the costs to participate with the media and the
free promotions offered to consumers 90
91. Flowchart
January February March April May June July August September October November December Cost
Media Selection
2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 # (000)
Outdoor $2,000
Billboards 16 $384
Bus Exterior 5 $135
Bus Stops 10 $540
Subway Stations 20 $228
Subway Interior 4 $528
Taxi Tops 50 $150
Social Media $14
Foursquare 1 $3.5
YouTube 1 $3.5
Facebook 1 $3.5
Twitter 1
Below the Line $6
MTA Giveaway 2 $6
Sponsorships $20
Bayside Little
3 $12
League
College Point Roller
1 $4
Hocker
YMCA 1 $4
92. Decision Dates
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Mediums
2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013 2013
Billboards 1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12
Bus
1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12
Exterior
Bus Stops 1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12
Subway
1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12
Stations
Subway
1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12
Interior
Taxi Tops 1/12 2/12 3/12 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12
• All outdoor buys will be long term buys
• These advanced buys will secure advertising placement in the New York DMA
• The long term buys are also more efficient than short term buys
92
93. Billboard
Selections & Rationale
From January 2013 trough December 2013, we will place 4 billboards per month
for 12 months along the Long Island Expressway (LIE), Brooklyn Queens Expressway (BQE),
Cross Bronx Highway and Lincoln Tunnel. The 16 placements will cost $2,000 per
placement for a total of $32,000 per month. The year’s budget for billboards is $384,000.
These four major highways were selected because of their vast reach within the
Apple Metro territory. The highways will reach commuters and travelers from New York
City, New York State, Long Island, and New Jersey. The consistency throughout the year on
each roadway will guarantee ample impressions and increase awareness of Applebee’s
presence in this area.
Billboard Average Daily Monthly Cost Per Monthly Frequency
Impressions Placement of Placement
Long Island
280,000 $2,000 4
Expressway
Brooklyn Queens
280,000 $2,000 4
Expressway
Cross Bronx
280,000 $2,000 4
Highway
Lincoln Tunnel 280,000 $2,000 4
93
Total - $384,000
94. Bus Stops & Exterior
Selections & Rationale
Bus Exterior
Recommendation bus lines include:
• Q20a/b – Main Street/Union Street/20 Avenue
• Q25 – 127th Street – Kissena Blvd – Parsons Blvd
• Q34 – Willets Point Blvd – Kissena Blvd – Parsons Blvd
• Q44 – Main Street/Cross Bronx Svc Rd/Limited
These bus routes travel within close proximity of the Flushing Queens location. The target is likely to
notice these ads and will be in the local area of Flushing.
Average Daily
Cost Per Monthly
Impressions Per
Placement Frequency Total - $135,000
Placement
$4,500 5 72,756
Bus Stops
Recommended bus stops include any stops made by the bus exterior selected routes
Average Daily
Cost Per Monthly
Impressions Per
Placement Frequency Total - $540,000
Placement
$4,500 10 72,756 94
95. Subway Stations
Selections & Rationale
The recommended subway stations to include Applebee’s advertising
include: Penn Station-34th Street, Grand Central-42nd Street, Main Street-Flushing
and Fulton Street. Other subway lines should be included: 2, 3, 4, 5, 7, A, C, Q and R.
These examples will reach across the 5 boroughs and commuters from the NJ
Transit, Amtrak, LIRR and Metro-North train lines.
Average Daily
Cost Per Monthly
Impressions Per
Placement Frequency
Placement
$950 20 72,756
Total - $228,000
95
96. Subway Interior & Taxi Tops
Selections & Rationale
Subway Interior
Recommendation subway lines include: A/C, Q/R, 2/3, 4/5 and 7
These subway lines will run for 3 months per line throughout 2013. Each line will alternate to provide
coverage for the entire year. The various recommended lines will reach the 5 boroughs and commuters
from New Jersey, New York State and Long Island. One entire train per line will be completely covered
with Applebee’s advertisements for a cost of $44,000 per train. This includes the 10 cars per train.
Average Daily
Total
Cost Per Monthly Impressions
Placement
Placement Frequency Per Total - $528,000
Per Line
Placement
$4,500 4 3 72,756
Taxi Tops
Utilizing taxi tops will reach the walking population and those who commute using taxis. We will select
50 new taxis each month to place taxi top advertisements to maximize the reach to consumers of the
New York DMA.
Average Daily
Cost Per Monthly
Impressions Per
Placement Frequency Total - $150,000
Placement
96
$500 50 72,756
97. Below the Line
Selections & Rationale
Queensboro Plaza Mets-Willets Point
74 Street-Broadway Flushing-Main Street
• In April 2013, we will distribute 500 one way Metro Cards at Queensboro Plaza and
Mets-Willets Point subway stations in the northbound direction
• In August 2013, we will distibute 500 one way Metro Cards at 74th Street-Broadway
station in the northbound direction and Flushing-Main Street station 97
98. Results
Return on Additional Additional
Investment Sales Visits
224% $4,740,246 278,838
• Increased traffic to Apple Metro locations
Using the conservative average of 72,756 daily impressions per placement, a total of
2,788,373,700 impressions are to be expected by the end of 2013.
72,756 daily impressions x 105 placements = 2,788,373,700 total impressions
• Additional Applebee’s visits
Using the percentage of leads for direct mail and click through rates, a conservative lead
percentage of 0.01% was determined. Therefore, 0.01% of the total impressions should lead
to visits to Apple Metro Applebee’s restaurants
2,788,373,700 impressions x 0.0001 = 278,838 visits
• Increase in Sales
Using the average bill per customer , $17.00, that was provided, we can configure the
expected increase in sales for 2013.
278,838 visits x $17.00 per visitor = $4,740,246
• Return on Investment
98
$4,470,246 sales / $2,000,000 cost of advertising = 2.235 or 224%
