Applebee’s customers may from time to time complain about waiting for a check; however, it is not common place. Applebee’s customer service is a key differentiation driver of top line sales and bottom line profits, separating Applebee’s from the competition.
Success does leave clues and restaurant marketing maven Julia Stewart CEO of Applebee’s parent DineEquity has learned the consumer is dynamic and brands must be dynamic as well. That is another reason that both Applebee’s and DineEquity is considered a sector leaders.
Each of DineEquity current concepts integrates consumer interaction and participation. Digital table tables are a consumer relevant extension of brand value, elevating consumer interactivity and participation.
Global brands must lead, follow or end up falling away. Digital table tablets are common in Australia, Asia, and Europe. In fact Hudson Riehle, senior vice president of research at the National Restaurant Association thinks "Looking out over the next decade, it will become fairly routine for consumers in table service restaurants to use tablets to view menus, place orders and pay bills,"
Interested in learning how the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization contact us via Email us at: info@FoodserivceSolutions.us
Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions, with extensive experience as a multi-unit operator, consultant and brand/product positioning. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche.