Applebee´s ii ronda final

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Mission Statement
“To be the most valued, by those
who most value brands”
Saturday, May 5, 2012

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What we believe in?
“We believe in the power of brands. We believe they are any
company's greatest asset, and that building strong,
enduring brands is the key to marketplace success.
We believe we are of greatest value to those clients that
share this understanding of and passion for brands.
We believe that when we deliver on this promise, our clients
will in turn reward us with their continued loyalty, which is
the key to our own success and financial strength.”

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Global Clients
Coca-Cola Co. - 29 years
British American Tobacco - 29 years
Unilever - 24 years
Kimberly Clark - 23 years
KRAFT - 16 years

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What is Applebee´s sense of being?

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To those that hunger for REAL, Applebee’s is the favorite
place in the NEIGHBORHOOD, where you can come in
as you are, to CONNECT with those important in your
life, over the food and beverage you love EVERY DAY
The brand promise
To maintain and heighten its brand promise was
our #1 priority in our creative process

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-It is relatable
-It serves great food
-It delivers value due to economic times
-It has great ambiance
What do we understand from
Applebee’s in the US market?
...and most of all, it gives people the opportunity to
share the food and beverages they most love...

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Let´s take a look at the downside...

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All of them are delivering value!
There is lack of differentiation due to
saturation of the CDR category
Main scenery:
Friday´s, Chili´s and Olive Garden

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What happens then in the
Central American markets?

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-We are relatively new competitors.
-We have low advertising recall.
-There are notable differences between social and
economical realities from the United States and Central
America.
-We have few units (3 in Guatemala, 7 in Honduras and 1 in
Costa Rica).
- Consumers do not believe that Applebee´s is always
affordable.

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Let`s take a look on what`s going on with our
brand promise in the Central American markets

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Applebee´s means real food and lots of it. Units
are simple and right to the point, but does not
attract necessarily the everyday hard worker.
REAL

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Consumers do not relate to the brand nor have a
sense of belonging for several reasons:
-They do not have sufficient units to cover wide
geographical areas.
- It´is difficult to relate to the brand as part of the native
culture.
-It is not an active participant in the community to be
perceived as an actual neighbor.
NEIGHBORHOOD

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People do perceive Applebee´s as a place to share with
their beloved ones; family and friends. Although due to
the visitation frequency, consumers do not establish an
emotional connection with the brand or the crew.
CONNECTIONS

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Applebee´s can be spontaneous and special, but for
the Latin American middle class worker, it is not
regularly affordable. Food may be delicious but does
not represent the everyday meal for the average
consumer.
EVERYDAY

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Overall, the agency´s perspective about Applebee´s:
The brand´s current SWOT

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- Delivers great food.
- Delivers a warming and inviting environment to its
consumers.
- Wide range of variety of options in the menu to
choose from.
Strengths
- Competitors in all categories are aggressively
launching values opportunities for consumers.
- Los Cebollines in Guatemala and El Fogoncito in
Honduras have better advertising recall, awareness
and visits.
Threats
- All the restaurants within the Central American
region are located in high traffic areas.
Switchers are looking for new flavors and healthy
meals.
- New consumption occasions are taken in
consideration for consumers in all food categories.
Opportunities
- Applebee’s has few advertising efforts, so
consequently their advertising recall is much lower that
their main local competitors (El Fogoncito in Honduras
and Los Cebollines in Guatemala).
- Applebee`s perception as a pricey CDR affects the
consumer´s intention to visit the restaurant.
It has very few units established in its three markets,
therefore affecting the average visitation.
Weaknesses

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To fully understand the Central American market,
let´s take a look some of our real neighborhoods

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HONDURAS

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An upper middle class residential
neighborhood , located in one of the areas
of high added value of the city.
Near this area there are malls, banks,
restaurants, movie theaters and churches.
Colonia Villa Eugenia, front of
Avenida Circunvalación, San
Pedro de Sula

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In this area there are many restaurants,
banks, supermarkets, hotels, city malls
among others.
Near by there are Casual Dining
Restaurants.
Residential neighborhoods are populated
by the middle and middle upper class.
Avenida Circunvalación, 1ra
Calle Blvd. Morazán, Fuente
Luminosa, San Pedro de Sula

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La Hacienda is one of the the newest
housing areas of the upper middle and
upper class.
It has developed very quickly with banks,
universities, television stations,
restaurants, private and government
offices.
Residencial La Hacienda,
Boulevard La Hacienda,
Tegucigalpa

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There is a mix of social classes located in
these neighborhoods, the first three are
middle and upper middle class and last
three are lower middle and lower class
neighborhoods.
Blvd. Morazán, in front of
Restaurante El Patio

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This area has had a fast growth in terms
of development, it is surrounded by gas
stations, churches, radio and television
station and upper middle class
neighborhoods.
Mall Megaplaza, El Progreso

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Located between the road that can take
you from the La Ceiba to Tela and Trujillo.
It is surrounded by small shopping
complexes, banks, fast food restaurants,
auto dealerships and upper middle class
neighborhoods.
Mall Megaplaza, Col. El Toronjal
Carretera Tela-Ceiba, La Ceiba

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It is a place of enjoyment, there are many
restaurants, gas stations, clothing stores.
People who visit this mall and live near
from the Megaplaza belong to middle
and upper middle class, but those who
frequently visit this mall are usually from
upper class.
Mall Megaplaza, French
Harbour, Roatán

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GUATEMALA

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Being an area where development is
mostly commercial, the urban make up
is totally varied. In the area there are
from hotels and restaurants to office
buildings and luxury apartments.
There are also stores, discos and
popular bars. The socioeconomic level is
commercial B and C nevertheless in the
surrounding areas people of socio level
A live.
2a. Avenue 12-55, Zona 10

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This area too may be classified in a
commercial zone but, made up of a
higher socio economic level (nse A,B,C
+).
In the area there are restaurants, stores
and shopping centers with exclusive
brand names.
Km. 15.5 road to El Salvador,
Centro Comercial, Calle Real 2,
Santa Catarina

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In the area there are restaurants, stores
and shopping centers with exclusive
brand names. This area is characterized
as a high residential area with a socio
economic level of c+ and c.

As in the above cases, there is
commercial activity. This area is known
for having different service areas like:
entertainment, luxury restaurants ( fine
dining is another way of saying it), fast
foods, crafts and housewares, among
others.
Centro Comercial, Plaza
Comercial Majadas, Zona 11

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COSTA RICA

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An upper middle and upper class
residential neighborhood, located
strategically in one of the areas of high
added value of investment of the city of
San José.
Lindora offers shopping complexes,
boutiques, banks, restaurants, fast food
restaurants, supermarkets, gas stations,
nightclubs, private residential areas,
commercial offices and office centers.
Centro Comercial Momentum, in
front of Automercado, Lindora,
Santa Ana

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We want to be the best neighbors
(to create real connections
with all our targets everyday)

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1. a person who lives near
another.
2. one who is near in
sympathy or confidence.
Dictionary definition
1. one who is friendly and
generous.
2. a member of the family.
3. to be reliable to someone.
Applebee´s definition
What does it mean to be a good neighbor?

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If we want to be a good neighbor,
we have to start with:
Trading
Partners
Nearby
Residentials
Strategic
Locations

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-We are not a daily place, we are a everyday place.
-We are not necessarily comfort food. We are more
than special food.
-We are not the same market by price, location and
perception (we are not the United States).
Some considerations:

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Althought, just saying that we are
good neighbors it is not enough...

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We have to prove it
Special Occasions
Everyday

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Special Ocassions

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Our best product, in a limited time,
to eat as much as you want.
Core Message

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Target
Family FriendsExecutives

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Ribs Ritual
You eat with your hands
You share a moment
You have fun
You take your time

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No judgementUnlimitedSharingTasteful

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Print
Out of Home
POS
Digital
All you can
eat ribs
Radio

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Print
Out of Home
POS
Digital
All you can
eat ribs
Radio

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Your appetite is not ready
for this.
All day, everyday.
All you can eat Ribs.

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Friendship lasts forever,
but this promotion not.
All day, everyday.
All you can eat Ribs.

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After 14 hours of ribs, we
are all friends.

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Don’t Stop till you get
enough.

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Super yummy!
Super yummy!

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Print
Out of Home
POS
Digital
All you can
eat ribs
Radio

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All you can
eat ribs
Print
Out of Home
POS
Digital
Radio

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Version 1: Friends & Sharing

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Version 2: Work & Unlimited

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Version 3: Family & No judgment

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Print
Out of Home
POS
Digital
All you can
eat ribs
Radio

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Hangers/Window stickers

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Rib Coupons
More friends, more fun.
One rib is a 10% of
individual discount.
The five ribs together are
a 50% of group discount.

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Print
Out of Home
POS
Digital
All you can
eat ribs
Radio

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Rib Countdown

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Rib
Banner

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Hashtag #quenuncaseacabe

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FELIPE
GARCIA

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Rib Tee´s

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Everyday

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Trading Partners
Promotional Materials
Everyday

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Trading Partners
Everyday

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With different partners such as
Heineken and Coca Cola, we
will hide promotional coupons
in different parts of the
restaurant, for the consumer
to find.
Applebee´s
Secret Surprises

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Trading Partners
Everyday

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We will provide flyers to
share, the coupons will give
better rewards depending of
how many people get
together.
Sharing
coupons

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Compensation

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Ogilvy Latina Compensation
Fee for conceptualization + 15% production
Man-hour cost + Overhead % 1 - 15%
MHC x 2.85%

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“A good neighbor is friendly and considerate. They respect your
space and privacy. Good neighbors wave at you, may stop to
pet your dog and chat, and buy lemonade from your children.
Good neighbors take time to talk and smile. They reach out to
connect to you. A good neighbor looks out for others. And most
importantly, good neighbors are respectful to everyone.”

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¡Muchas Gracias!

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