October 27 – 29, 2017
Our thoughts are with all those affected by Hurricane Irma.
While our focus is primarily on those impacted, we have been in contact with the Boca Raton Resort & Club and are pleased to share that Resort leadership states the hotel has sustained no significant damage. We all look forward to welcoming you to Boca Raton in October as planned.
Boca Raton Resort and Club, A Waldorf Astoria Resort
Boca Raton, Florida
REGISTER TODAY
Welcome to the Applebee’s Fall Franchise Conference.
On behalf of the entire Applebee’s team, I look forward to seeing you at the Applebee’s Franchise Conference at the Boca Raton Resort and Club in Boca Raton, Florida October 27 through October 29. This conference is important and I hope you and your team can attend. Our focus is threefold:
- Franchisee partnership.
- Franchise financial health.
- Brand relevance and sustained growth.
Our agenda will be very business-focused and centered around Applebee’s turnaround plan. Two mid-morning General Sessions (two hours each) will consist of a state of the business overview as well as a comprehensive framing of our 2018-2019 brand strategy. This will be followed by a detailed presentation of our 2018 marketing, culinary and operations plan. This plan will include tactical detail around local testing, national marketing content and menu innovation, as well as media plans, new advertising, merchandising, Carside To-Go reintroduction, website and tabletop enhancements and bar/beverage innovation. In addition, we’ll outline our restaurant ops simplification plan, including the plan for steak moving forward.
Our partnership and commitment to one another will be on full display as you’ll hear from brand, franchisee and CSCS leaders across both General Sessions. Our mission is to restore belief, financial health, sustained growth and swagger to the Applebee’s brand beginning January, 2018. Success will require us to think differently and challenge the status quo in every aspect of our business … and we have a game-changing proposal we’ll share with you on Day One that will position us well moving forward. It is essential that all 33 franchise groups are represented. We welcome our vendor partners to attend. With unique sessions targeted to vendors and new networking opportunities, you don’t want to miss it.
I look forward to seeing you in October. Thank you!
