Leaked Applebee’s marketing documents

Our brave interns recently returned from the annual “Corporate Trash Raid” and uncovered this jaw-dropping document.  Despite being on corporate letterhead and being signed by their Director of Marketing, we cannot guarantee the authenticity of this information.

From: Nancy Culbertson

To: Product Innovation Team

July 27, 2010

Team,

Let me kickoff the annual brainstorm efforts with some early ideas.  I’d like you to use these at your upcoming marketing retreat.  As I mentioned in the planning memo, I will not be able to attend this year’s retreat due to an unforeseen conflict with the LPGA Classic in Oregon this year.  I have gallery tickets, and I’m anxious to see Paula Creamer’s short game firsthand!  Something tells me that my absence at the retreat will inspire some amazing ideas from you that will push us to the top of casual dining!

These concepts are intended for our new upcoming winter menu changes.  I haven’t run numbers of any of these.  Let’s first think big.  We’ll let the bottom line take care of itself.  😉

• Our most current psychographic research shows an uptick in the number customers experiencing recent jobloss.  How to market to them??
  • Hobo Joe Skillet Meals—a hearty & filling meal served on one of our oval skillets.  Focus groups show that these customers seek comfort and a “sense of home” from our food.  How about a line of savory cobblers: “Apple Chicken Cobbler…topped with a brown sugar crumble and served with a scoop of mashed potatoes”.  Dessert is included because it’s incorporated into the dish seasonally.
  • “The BLD” series–tempting choices of breakfast-lunch-dinner served as one meal.  “Salisbury Omelet,” “Hot Open-Faced French Toast Sandwich,” “Applebee’s Benedict Burger—Angus beef burger served with Hollandaise sauce, poached eggs, and served on a muffin”
• More data shows that we are losing customers to local, health-conscious eateries.
  • “Protein Power Loaf”.  We should work with our test kitchen to craft a palatable protein source that is sustainable.  I envision this dish served like an elongated hot muffin.  It could be offered with a choice of dipping sauces—our Jack Daniel’s BBQ, something ethnocentric like “teriyaki,” and a “non-GMO honey mustard”.  Kale garnish will really help sell the seriousness of this dish.
  • After the disastrous results of the Gluten-free personal pizza tests I suggest two new directions—Savory Smoothies and Global Stir-fry’s.
    • Baby Back Frappe—fully-cooked BBQ pork blended with smoky Southern flavor.  Perfect for a hot summer afternoon.
    • Irish Stew Whip–the potatoes should help thicken this perfectly.
    • Scandinavian Stir Fry—a delicious new combination of herring and lingonberries lightly sautéed with dill.
    • Greek Stir-Fry—gyro meat tossed with feta and seasoned with oregano.  A modified Greek dressing might work as the sauce.
    • Sushi Stir Fry—a twist of the unexpected!  Chopped California rolls will be lightly fried with daikon in our teriyaki sauce. (surefire crowdpleaser!)
• Some thoughts on keeping our current happy customer…even happier!
  • We lost some ground with our core base when we introduced the under 550 calorie menu.  Those customers want to see what we can do when we aim high…
    • “Party On A Plate”—a selection of foods served on an appetizer platter for one.  I’m thinking mini-quiches, Southwest eggrolls, and mini-beef Wellington’s.  A trio of dipping sauces in the center…perhaps something branded (A1, Yoshida, etc).
    • “Orient Express”—a delicious stroll through some exotic cuisines.  Tempura shrimp, teriyaki chicken, sweet & sour pork—all served on a bed of rice noodles.
    • “Swarthy Sampler”—a buffalo chicken gyro, hummus with pita chips, and side salad with garbanzo beans.

There’s plenty more ideas to pluck from the air!  I just wanted to clean out the “blue sky bin” in my head.  Hammer on these, add your own, and let’s see what you can come up with.  Q1 2011 is going to be huge for our brand!

–Nancy