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.


The branded tapped nm+u as the International Agency of Record and tasked the agency with the development of a comprehensive brand repositioning and creative strategy across all international markets. 


A creative strategy anchored around the theme “Applebee’s There’s Always a Reason to Celebrate”. This new brand positioning brought to life the research-supported premise of a place that, more than a restaurant, is the backdrop for every kind of celebration, from major life events to mundane everyday occasions.

Applebee's Core Menu / International

Design Sample Details