Marketing Case Study ----- Applebee's Neighborhood Grill + Bar
Applebee's Neighborhood Grill & Bar Applebee's International Inc. is a US-based company that franchise and operates more than 2,000 restaurant chain under the name of Applebee's Neighborhood Grill and Bar. The restaurant are throughout 15 countries, which opened in 1980 by TJ Palmer and his wife Bill in Atlanta, Georgia. Their value proposition is " Good food, good people. That's what we believe in. That philosophy lives on in each and every Applebee's restaurant across North America and around the world." The Applebee's focus is on casual dining, which mainly serves American dishes, such as chicken, pasta, burgers, salads, steaks, and ribs. All their restaurants have a bar to serve alcoholic beverages excluding some place prohibited by the law. As we know, there is an intensified competition in the restaurant industry. Because of the development of technology and society, our life becomes more and more convenient. When we