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Stories

Applebee’s And IHOP Are Closing Hundreds Of Restaurants As Millennials Ditch The Struggling Chains

by Zack Walkter

5 years ago

After closing about a hundred locations in 2017, Applebee’s decides to shutter 60 to 80 more locations this year. Ihop, Applebee’s sister brand follows suit and will be closing down about 30-40 locations this year. The parent brand, Dine Brands Global says that in order to right some wrongs, the company finds it necessary to implement an “ongoing transformation strategy.”

Getty Images

The need for transformation comes from the increasing aging clientele and reduced millennials at these well-known brands. The reduced millennial clientele has adversely affected their business. As a result, the company might consider moving closer to a bar-centric image than a casual dining space.

Applebee's A Defunct Restaurant Chain?
Brand Eating – Applebee’s Closing Locations

The company intends to work on its brand image as it closes down certain locations and opens some more. John Cywinski, Applebee’s brand president stated, “a clear pendulum swing towards millennials” as the company ‘s overt pursuit. A focus on the millennial has led to a slight shift in the company’s overall reach of a wider customer ratio. The closure is intended to rework on broadening the company’s scope of customers, going beyond the youthful.

ihop closing stores
SFGate – Ihop closing

The company has already started working on revamping its strategies as can be seen by the shift from the name Dine Equity to Dine Brands. Although a considerable number of Applebee’s and Ihops will be closed down, both the companies will be opening up newer stores either in or out of U.S. A list has yet to be released. Is IHOP the next defunct restaurant chain?

DE-film – IHOP closing locationsMarket-wise, Applebee’s did well in the U.S. in the forth quarter with an increase of 1.3% in sales. At the same time, Ihop’s U.S. sales dropped 0.4%.

Defunct Restaurant Chains
Applebee’s closing many branches

Applebee’s and Ihop are two very strong brands and despite closures of certain locations, the brands continue to focus on customer experience and value-driven service. To quote the Dine Brands CEO Stephen P. Joyce, “We continue to make excellent progress against our plan to stabilize and grow performance at both brands.” The two beloved brands across U.S. and the globe at large have a promising future and a potential for increased presence around the world.

Are you or someone you know an Applebee’s or Ihop fan? Pass this story along to them.

Credits: usatoday.com

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Comments

  1. dave says

    January 21, 2019 at 8:27 pm

    how about a list or are we should guess what stores are closing .

  2. gary scott says

    April 26, 2019 at 2:54 am

    I think Applebees ought to go back to the menu and quality of food they had 10 years ago and they would be better off.  They have cheapened the quality of food up and several things they had on the me u are no longer offered. That’s the main reason I quit dining there and have several friends that say the same thing

  3. Fred Smith says

    June 10, 2019 at 12:21 pm

    OUR BIGGREST PROBLEM WITH APPLBEES IS HOT PEPPERS,,,,THEY  NOW PUT THEM IN ALMOST EVERY  MEAL,,,WE CANT EAT HOT (SPICEY  AS THEY  SAY ) FOODS,,,,USED TO BE ABLE TO EAT ANYTHING ON THEIR MENU NOW IT IS EXREMELY LIMITED,, AND LIKE A LOT OF RESTRAUNTS THE KITCHEN DOES NOT READ THE WHOLE ORDER SLIP… I ORDER “NO” SEASONONG AND IT COMES OUT WITH ENOUGH SALT FOR 10 PEOPLE,,,

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