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Applebee’s Gives Up On Millennials After Failed Rebranding Efforts

Applebee’s recently announced it will tighten some-more than 130 restaurants by a finish of a year, after rebranding efforts unsuccessful to attract millennials.

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Scott Olson/Getty Images

Applebee’s recently announced it will tighten some-more than 130 restaurants by a finish of a year, after rebranding efforts unsuccessful to attract millennials.

Scott Olson/Getty Images

Applebee’s announced this month that some-more than 130 of a restaurants will tighten by a finish of a year.

The infrequent dining sequence rebranded itself in a past few years as a complicated bar and grill.

Applebee’s executive John Cywinski recently told investors that a association had hoped a bid would attract a new kind of customer.

The sequence directed to captivate “a some-more childish and abounding demographic with a some-more eccentric or even worldly dining mindset, including a transparent pendulum pitch towards millennials,” he said.

Applebee’s wanted to captivate millennials with dishes like grill shrimp in a sriracha-lime sauce, duck wonton tacos and a pork, ham and bacon sandwich.

But that triple pig excavation — and a rest of a company’s makeover — didn’t seem to locate on with customers. Sales during Applebee’s forsaken some-more than 6 percent from final year.

“From my perspective, this office led to decisions that combined difficulty among core guest as Applebee’s intentionally drifted from a … middle-America roots and a abounding value positioning,” Cywinski said.

In other words, millennials didn’t go for it, and a regulars got incited off. In fact, Applebee’s isn’t a usually large grill sequence struggling.

“You see unequivocally diseased formula from people like Ruby Tuesday’s, Friday’s and Chili’s as well,” says Joe Pawlak of Technomic, a food use investigate firm. “Consumers are observant that all these people are charity a same food items, a decors are a same, and also that prices have turn unequivocally high in these places.”

So it might be time for nonetheless another mutation for Applebee’s, if it unequivocally wants to mount out in a crowd.

And Applebee’s has taken a initial step. The sequence announced a lapse to all-you-can-eat specials and an enlargement of a renouned 2-for-20 menu.