Applebees is grasping at straws

Tom Dougherty, CEO – Stealing Share

7 February 2014

Applebees is not in your neighborhood

Can any brand claim a more trite and unbelievable claim to a brand position than Applebees?  “Eating good in the neighborhood”? Someone please save me.

The deliverable product needed to support such a claim is unavailable at Applebees. The food is an example of average fare for a chain restaurant (not great but maybe good if you like that sort of prepackaged cuisine). But, neighborhood? Give all of us a break.

“Applebees is a chain, not indigenous to anyone’s neighborhood. It is an unbelievable claim that feels dusty in the mouth and unpalatable to anyone with a modicum of self-awareness.”

Applebees is a chain, not indigenous to anyone’s neighborhood. It is an unbelievable claim that feels dusty in the mouth and unpalatable to anyone with a modicum of self-awareness.

Today, on the way to the office, I passed an Applebees on the left hand side of the road. There it stood, looking just like every other Applebees I have ever seen with fake awnings and a look not too far from IHOP.

Then I noticed it. It had a mailbox on a post (like a farmhouse mail box) in front of the restaurant.

Some “brand expert” thinks this gimmick reinforces the neighborhood brand promise. Of course, if we all lived in an area with rural delivery it might actually mean something. Worse still, it’s been done before by Bob Evans.

Applebee's mailbox

 

 

 

 

But, alas, like everything else Applebees does, it seems trite, unbelievable and reeks of marketing.

See more posts in the following related categories: Applebee's Applebee's brand Applebee's campaign Applebee's slogan

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