1. BA 493 Summer (Xia) Li Adam Burlison BA 493 Summer (Xia) Li Adam Burlison

2. Company History 1986 Abe Gustin and John Hamra of Kansas City open their first Applebee's franchise restaurant in Kansas City. 1996: Applebee's operated in 45 states, and 4 countries. 2000: Introduced new menu. 2002: The number of restaurants climbed to 1,496. 2007: Opened its first location in China. 1986 Abe Gustin and John Hamra of Kansas City open their first Applebee's franchise restaurant in Kansas City. 1996: Applebee's operated in 45 states, and 4 countries. 2000: Introduced new menu. 2002: The number of restaurants climbed to 1,496. 2007: Opened its first location in China.

3. Brand Image Integrity Excellence Innovation Accountability Inclusion Trust Integrity Excellence Innovation Accountability Inclusion Trust

4. Marketing Main Marketing Campaigns Two for 20 Under 550 Cal Sizzling Plate Main Marketing Campaigns Two for 20 Under 550 Cal Sizzling Plate

5. 22 for 20 22 for 20 One Appetizers plus two entrees for $20. Draw people to dine out even on limited budget. Most people spend more than 20 dollars. One Appetizers plus two entrees for $20. Draw people to dine out even on limited budget. Most people spend more than 20 dollars.

6. Under 550 Cal550 Under 550 Cal550 All menu items are under 550 calories. Promotes Healthy but delicious eating. Weight-losing being a big trend, trying to be inclusive. All menu items are under 550 calories. Promotes Healthy but delicious eating. Weight-losing being a big trend, trying to be inclusive.

7. SizzlingSizzling Entrees SizzlingSizzling Entrees Focus on the presentation of the food Attention Drawing Utilizing Social Media Advertising Tool. Facebook and Twitter Focus on the presentation of the food Attention Drawing Utilizing Social Media Advertising Tool. Facebook and Twitter

8. In relation to class Sales promotion ： A meal out that is affordable. Public Relation: making a difference in the communities that they serve. Market positioning: Applebee’s trying to market themselves inclusive. Sales promotion ： A meal out that is affordable. Public Relation: making a difference in the communities that they serve. Market positioning: Applebee’s trying to market themselves inclusive.

9. Sources http://www.applebees.com/Menu_Sizzling.aspx http://www.applebees.com/default.aspx http://www.google.com/imgres?imgurl=http://blog.lib.umn.edu/albailey/umcweightwatchers /2010/05/03/Applebees_Logo.gif&imgrefurl=http://blog.lib.umn.edu/albailey/umcweightwat chers/2010/05/green-mill-applebees-points-values.html&usg=__ls92- btpS9LZ9mixhr04F7a9ozU=&h=556&w=1063&sz=43&hl=zh- CN&start=0&sig2=_cDY1b0MoAP1U5josvLKdA&zoom=1&tbnid=DXYpNqk1xuhKnM:&tbn h=100&tbnw=191&ei=X5ZkTYnAG4OesQOv3425BA&prev=/images%3Fq%3Dapplebees %2Blogo%26um%3D1%26hl%3Dzh- CN%26sa%3DN%26biw%3D1012%26bih%3D655%26tbs%3Disch:1&um=1&itbs=1&iact= hc&vpx=108&vpy=124&dur=191&hovh=162&hovw=311&tx=174&ty=75&oei=X5ZkTYnAG 4OesQOv3425BA&page=1&ndsp=14&ved=1t:429,r:0,s:0 http://www.applebees.com/Menu_Sizzling.aspx http://www.applebees.com/default.aspx http://www.google.com/imgres?imgurl=http://blog.lib.umn.edu/albailey/umcweightwatchers /2010/05/03/Applebees_Logo.gif&imgrefurl=http://blog.lib.umn.edu/albailey/umcweightwat chers/2010/05/green-mill-applebees-points-values.html&usg=__ls92- btpS9LZ9mixhr04F7a9ozU=&h=556&w=1063&sz=43&hl=zh- CN&start=0&sig2=_cDY1b0MoAP1U5josvLKdA&zoom=1&tbnid=DXYpNqk1xuhKnM:&tbn h=100&tbnw=191&ei=X5ZkTYnAG4OesQOv3425BA&prev=/images%3Fq%3Dapplebees %2Blogo%26um%3D1%26hl%3Dzh- CN%26sa%3DN%26biw%3D1012%26bih%3D655%26tbs%3Disch:1&um=1&itbs=1&iact= hc&vpx=108&vpy=124&dur=191&hovh=162&hovw=311&tx=174&ty=75&oei=X5ZkTYnAG 4OesQOv3425BA&page=1&ndsp=14&ved=1t:429,r:0,s:0