The secrets to Applebee’s award-winning marketing campaigns

Take-Away with Sam Oches

Nation's Restaurant News

Business, Entrepreneurship

2.5 • 15 Ratings

🗓️ 21 December 2023

⏱️ 39 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode of Take-Away with Sam Oches, Sam talks with Joel Yashinsky, chief marketing officer of Applebee’s Neighborhood Grill + Bar, the casual chain that does north of $4 billion in sales at more than 1,500 locations around the country annually. As CMO, Joel’s job is to plug Applebee’s into the cultural moment, and he joined the podcast to talk about that work, how Applebee’s has sustained its marketing momentum and why authenticity is so crucial to success in their messaging.

In this conversation, you’ll find out why:

Customers care more today about authenticity than ever before
The 90/10 rule allows your brand to take some chances without alienating loyal guests
Even in a world where viral rules, sales and traffic determine the success of your marketing
Your customers need to hear the story of your brand and experience through your marketing
Whatever your brand represents to your guests, embrace it

Have feedback or ideas for Take-Away? Email Sam at [email protected].

Transcript

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0:00.0	Hey there, welcome to Takeaway with Sam Ocas, a podcast from Nation's Restaurant News. I am Sam
0:06.1	Ocas editor-in-chief here at NRN, and this is the show where I give you an all-access pass to the
0:11.0	restaurant industry's most influential decision-makers. This week I'm talking with Joel
0:15.7	Yashinsky. He's the chief marketing officer of Applebee's Neighborhood Grill and Bar, the casual chain
0:22.0	that does north of $4 billion in sales at more than 1,500 locations around the country annually.
0:29.4	As CMO, Joel's job is to plug Applebee's into the cultural moment, and he and his team have
0:35.7	done that with a plum.
0:37.4	You might remember the incredible
0:38.6	success of the brand's fancy-like campaign of 2021. And this year Applebee's captured customers
0:46.7	attention with its dollarita campaign highlighting $1 margaritas. Its sauce sororities initiative
0:53.5	that turned its chicken wings sauces into sororities on
0:57.7	TikTok, and its attempt to woo extraterrestrials with a UFO landing pad on the rooftop of a Las
1:05.8	Vegas Applebee's. Joel joined the podcast to talk about how Applebee's has sustained its marketing momentum and why authenticity is so crucial to success in their messaging.
1:17.2	In this conversation, you will learn more about the 90-10 rule and how it allows your brand to take some chances without alienating your loyal guests.
1:27.4	Why sales and traffic determine the success
1:30.1	of your marketing even in an age where virality is king, and why your customers need to hear
1:35.9	the story of your brand and experience through your various channels.
1:40.7	By the way, this is the final episode of Takeaway in 2023, and I wanted to take a
1:45.3	minute to thank you for being a loyal listener or even just a casual fan. We'll continue to
1:50.7	roll out conversations with the restaurant industry's biggest influencers in 2024, and we
1:56.1	even have a few exciting announcements coming up. So please take a moment to subscribe if you haven't already
2:02.3	and spread the word to friends and colleagues who you think might also benefit from weekly
	...

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