Applebees - Rebrand/ Commerical

Applebee's International is the largest casual dining chain in America, they have been trying to position themselves as a local gathering place, for a while.
Applebee’s is currently rebranding campaign which includes a wide-reaching advertising effort, new logo, new uniforms, redesigned restaurants, menu and a new theme, “Together is good.” Applebee’s logo and employee uniforms have been redesigned to look more modern, and a renovation of all 2,000 locations is also under way.

The revitalization effort comes in the midst of difficult times for casual dining restaurant. Applebee’s net income fell to $80.9 million in 2006, from $101.8 million in 2005 and $110.9 million in 2004.

Sales have decreased due to more budget-conscious consumers which are eating out less. Currently Applebee’s,leads the estimated $70 billion category which also includes other restaurant franchise; Ruby Tuesday and T.G.I. Friday’s, are given a new face lift to appeal to a new generation.

The star of the new commercials is a Red Delicious apple, given voice by comedian Wanda Sykes, who will chastise people eating at their desks, sending text messages to friends on a park bench, imploring them instead to gather with friends and family at Applebee’s for “the flavors that bring people together.”

The commercial will be airing on Sundays, the 15- and 30-second spots featuring Ms. Sykes will run on programs like Desperate Housewives,Extreme Makeover.The objective in the commercial is to build on the image of Applebee’s as a neighborhood hot spot.

It is a great idea and it might just help them to increase their sales. However, the reason can also be that people don't remember the brand and that there is really nothing, too unique about. Rebrand might just increase market share and consumer awareness, the apple is a strong symbol.