International Brand Development and Positioning

Applebee’s is the world’s largest casual dining restaurant chain, present in the United States and nearly 20 countries around the world.


Applebee’s tapped NM+U as their International Agency of Record and tasked the agency with developing a comprehensive brand repositioning and creative strategy across all international markets.


After extensive research, NM+U developed a creative strategy anchored around the theme of Applebee’s “There’s Always a Reason to Celebrate.” The new brand positioning brought to life the premise that Applebee’s is more than a restaurant; it’s the backdrop for celebrations, from significant life events to everyday occasions.

Applebee's Core Menu / International

Design Sample Details