Applebee's®

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.

Challenge

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. 

Solution

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