Corporate News

Applebee’s to open first Philippine store in July

Posted on June 16, 2015

LOCAL FIRM Global Restaurant Concepts, Inc. (GRCI) has signed a new franchise deal to open three Applebee’s Grill and Bar restaurants in the Philippines, the company’s president said yesterday.

APPLEBEE’S, a US-based bar-and-grill chain, would be the second brand that franchisee Global Restaurant Concepts, Inc. would be introducing to the Philippine market. -- WWW.APPLEBEES.COM
Applebee’s would be the second brand that GRCI would be bringing in to the domestic market after opening in 2013 its first IHOP (International House of Pancakes), also a US-based multinational restaurant chain that specializes in breakfast food.

Both brands are owned by California-based DineEquity, Inc., with whom GRCI signed the franchise deal yesterday.

The first Applebee’s in the Philippines will open in Bonifacio Global City next month.

The second store will open in Eastwood shortly after and the third location has yet to be determined, GRCI President and Chief Executive Officer Archie C. Rodriguez said in a briefing following the signing of the deal.

GRCI is owned by a group of investors that include Mr. Rodriguez and businessman Jean Henri D. Lhuillier.

Applebee’s serves burgers, steaks, ribs, sandwiches and salads. The cost of putting up a restaurant is estimated at roughly $400,000 to $600,000 each, Mr. Rodriguez said.

DineEquity decided to introduce the Applebee’s brand to the Philippines after embarking on an international consumer research study -- the largest in the company’s history -- that took the learnings from its customers and applied them in overseas locations.

“We’ve been thrilled not just by the ongoing [gross domestic product] growth but also the sustainability of that and we continue to foresee that in the years to come,” said Daniel del Olmo, president of DineEquity’s international division.

“We’re looking at a price point of P300-P400 per person for Applebee’s and we’re almost there for IHOP,” Mr. Rodriguez said.

Likewise, GRCI is beefing up the current seven-store network of IHOP, as it boosts its footprint outside Metro Manila. It is set to open a store in Baguio this year and properties in Cebu and Davao are being evaluated for expansion.

“Under the agreement, I have to build roughly 20 stores in the Philippines in three to four years but I think we will surpass that.

Hopefully, I like to hit 50-70 within seven years,” Mr. Rodriguez said. -- Krista Angela M. Montealegre