SUMMARY
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MANILA, Philippines – Two years after it brought IHOP (International House of Pancakes) to the country, its parent company, DineEquity, Inc. eyes to add riblets and other casual dining fare to its offerings to Filipino diners through Applebee’s, a neighborhood grill and bar restaurant.
DineEquity acquired Applebee’s in November 2007 to a tune of $2.1 billion.
DineEquity executives are in the country as part of a global tour to expand IHOP and Applebee’s brands in South East Asia, South America, and the Middle East.
Julia Stewart, DineEquity chairwoman and CEO said the firm is currently in the final stages of negotiations with their local partners to open up Applebee’s in the Philippines.
A deal is “imminent,” Stewart said.
Applebee’s is known for its American dishes such as salads, shrimp, pasta, chicken, and “riblets,” considered as the restaurant chain’s signature dish.
The casual dining spot also features a bar area and serve alcoholic beverages unless where banned by law.
Expanding ‘happiness’
As for IHOP, Stewart was effusive in her praise of Global Restaurant Concepts, Inc. in making the brand endearing to the Filipino diners.
The local franchisee was also awarded the “global franchise of the year” for 2014.
“Part of that is the reason we have been so successful coming out of the box in the Philippines is because of the flawless execution and [the] great job Archie (Archie Rodriguez, Global Restaurant Concepts CEO) and his team have done,” said Stewart.
IHOP has been challenging local stalwarts such as the troubled Pancake House.
More IHOP restaurants are set to pop up around the Philippines with one soon to open in Ayala Fairview Terraces.
Baguio is also being looked into as the first IHOP location outside Metro Manila.
Company executives are confident in that IHOP and Applebee’s brands will resonate with local and global customers.
Daniel Del Olmo, DineEquity president cited a consumer survey – the largest in US history he said, that IHOP patrons want to be happy that is why they come to their restaurants.
National Pancake Day
The visiting executives of DineEquity Inc. also entered a memorandum of agreement with the Kythe Foundation for the National Pancake Day.
IHOPs tradition of National Pancake Day has been running for 20 years and has provided nearly $16 million to communities and charities.
“The notion of family and inclusion and of giving back to the community is core to IHOP,” Stewart said.
The event slated on Tuesday, March 3 from 7 am to 10 pm, will include all 7 IHOP branches, offering dine in guests unlimited buttermilk pancakes for the price of P250 ($5.60*).
All proceeds from the event will be given to the Kythe Foundation which provides children with cancer or other chronic illnesses the chance to learn, play, and grow while in the hospital.
Patrons will be able to purchase advance tickets, available in IHOP restaurants or through the Kythe website.
Paper icons in various shapes and sizes (a staple in IHOP’s National Pancake Day) that can be signed and displayed in store on the event day can also be purchased in values of P50 ($1.112), P150 ($3.36), and P200 ($4.48).
Anticipating a heavy turnout for the event, Rodriguez said, “with every single IHOP restaurant in the Philippines participating in National Pancake Day, we know that we will be able to impact the Kythe Foundation’s incredible work in the most impactful way we can.” – Rappler.com
$1 = P44.67
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