Dine Brands, the operator of IHOP and Applebee’s, is seeking experienced multi-unit operators to expand the brand across the UK.
Dine Brands is planning to target the UK as a new market this year. With 3,400 global units, just 250 of those are outside the US in 17 other countries. The operator now plans to take a dual-branded IHOP and Applebee’s restaurant concept to UK soil.
Speaking at the International Franchise Association (IFA) seminar at ExCel London, Scott Gladstone, CDO & President International, said: “Our consumer research shows that there’s a high level of awareness of our brands already in the UK with about 60% of consumers aware of them.
“I think because of a lot of cross-cultural overlap through travel and mass media transfer, we’re able to penetrate new markets successfully.
“In new regions, we’ve got culinary teams who look at bringing in some local flavour profiles and we expect to do the same here.
“So IHOP, for example, will have our famous pancakes but maybe we’ll add baked beans and sausages!”
The dual-branded concept allows franchisees to operate IHOP as a primarily daytime offer and Applebee’s during the night day part under one roof. Applebee’s is a bar and grill concept, while IHOP is a pancake house chain.
According to Dine Brands’ franchise information: ”Dish out happiness from sunrise to sunset, as we blend the best of both worlds. We leverage the back of house, while maintaining the separate identifies of our brands, with distinct branding and zones. Without increasing the footprint, we maximize revenues and optimize operating efficiencies.”
It was revealed earlier this year that Dine Brands Global is looking to bring its concepts to the UK, building from the success of its dual-branded restaurants in Canada, the UAE and Kuwait.
