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.
But, alas, like everything else Applebees does, it seems trite, unbelievable and reeks of marketing.
Too much customer service Tom Dougherty, CEO - Stealing Share 21 June 2018 Too much customer service is a real thing I’ve said this before, but I gotta say it again. Too much customer service drives me bat-shit crazy. Not surprisingly, Best Buy kills me with this....
Dow Jones ousts GE Tom Dougherty, CEO - Stealing Share 20 June 2018 Dow Jones kicks out GE. Now what? In 1896, the stock market adds GE as one of Dow Industrial Average’s first companies. As of June 26th of this year, it will no longer be part of the DJIA. I typically...
Tim Cook is leading the way Tom Dougherty, CEO - Stealing Share 19 June 2018 Apple CEO Tim Cook Tim Cook. Apple Act 2. Like everyone else, I worried about Apple’s succession plan. I was a died-in-the-wool member of the Steve Jobs cult. I was not sure what to make of...