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JUL 2007

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.

Category: Brand Strategy
Tags: Applebee's, IHOP, Brand Architecture & Portfolio, Business Model, Franchising, M&A
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