Kansas City-based Applebee’s opens in PH this July

Rappler.com

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Kansas City-based Applebee’s opens in PH this July
DineEquity, also the franchiser of IHOP, is bullish about the entry of 35-year-old Applebee in the local dining scene

MANILA, Philippines – DineEquity Incorporated, the franchiser of IHOP® (International House of Pancakes), is bringing its second brand in the country,  Applebee’s® Grill and Bar.

The first Applebee’s branch in the Philippines will open at Bonifacio Global City in Taguig City in late July.

Applebee’s Grill and Bar, a name in the US casual dining category, has been around for 35 years, serving guests handcrafted burgers, steaks, ribs, sandwiches, and salads. Based in Kansas City, Missouri, it has more than 2,000 locations in 49 states, 16 countries, and one US territory.

Applebee’s entry in the country is aligned with DineEquity’s expansion in the Asia-Pacific region. The second location in the Philippines will be in Eastwood, Quezon City, opening late this year.

DineEquity signed an agreement with current Philippine IHOP franchisee Global Restaurant Concepts Incorporated, which provides for the establishment of 3 Applebee’s locations in the country. 

Global Restaurant operates 7 IHOP restaurants in the Philippines, including the newest location at the Ayala Fairview Terraces Mall in Quezon City, which opened recently.

Expansion

While it is not its corporate policy to release sales or traffic figures by region, DineEquity Incorporated International President Daniel del Olmo said on Monday, June 16, that its current franchise partners, including Philippines’ Global Restaurants, are looking to expand their presence in the region.

Del Olmo added that IHOP’s opening in the Philippines in February 2013 marked its entry in the Asia-Pacific region. He added that DineEquity’s chairman and chief executive officer, Julia Stewart, has publicly discussed the firm’s intention to look for a third brand of restaurant.

“However, there is no set timetable or deadline for doing so,” he said.

As for Applebee’s, Del Olmo said that it also has a location in Guam and are actively looking for other territories in the Asia-Pacific region. “In fact, along with the Middle East and Latin America, the Asia-Pacific region is one of our 3 targeted regions for growth,” he added.

Del Olmo said Global Restaurant has been a great franchise partner, citing that it was named IHOP’s International Franchisee of the Year for 2014.

“They have done a terrific job of incorporating local favorites and flavors in our menu that are not only delicious, but remain true to our heritage of delighting our guests through culinary innovation,” said Del Olmo.

Del Olmo stressed that DineEquity is happy with its partnership with Global Restaurant, but said that on an average, international franchise investment for Applebee’s is under $500,000. For an IHOP restaurant, it is under $300,000.

To date, DineEquity has approximately 3,600 restaurants across both brands including over 220 restaurants outside the United States including Mexico, Canada, Guatemala, Chile, Brazil, Puerto Rico, Guam, the United Arab Emirates, Kuwait, the Kingdom of Saudi Arabia, Singapore, Indonesia, and the Philippines. Rappler.com

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