Applebee's Hopes New Marketer Can Re-energize Chain†

Rebeca Johnson Brings Know-how From Brinker, PepsiCo, but Troubled Casual Dining Sector Won't Be a Piece of Cake

Advertising Age, November 11, 2008 — Applebee's, the biggest player in the casual-dining sector, said Rebeca M. Johnson is taking the marketing reins as senior VP-marketing. According to the company, Ms. Johnson will lead consumer insights, advertising, innovation and brand marketing, among other duties. She is charged with re-energizing the Applebee's brand, and rebuilding same-store sales momentum through a "focus on new, craveable grill and bar food that differentiates the brand from competitors."

IHOP Buys Applebee's for $2.1 Billion†

Pancake Giant Looks to Right Floundering Brand Through Franchising

Advertising Age, July 17, 2007 — Pancake-flipping IHOP Corp. has purchased the struggling Applebee's restaurant chain for $2.1 billion, the company announced today.

Announcing the deal, IHOP said it intended to convert the bulk of Applebee's 508 company-owned stores to franchises, mirroring a transition IHOP itself employed to improve its own business in recent years.