Dine Brands Global streamlines online ordering, increases revenue

IHOP and Applebee’s Grill + Bar are iconic American brands of Dine Brands Global, one of the world’s largest full-service dining companies, franchise-run with approximately 3,700 locations in over 18 countries. The restaurant business—with its thin margins and stiff competition—has never been easy. It’s even harder today because the market is mature; one of the only ways to gain share is to win it from competitors or through incremental sales from initiatives like online ordering. Applebee’s online ordering was spread confusingly across three different websites, depending on the access device. Slowdowns on high traffic days made frustrated consumers give up, causing revenue loss. IHOP offered no online ordering at all.

Dine Brands moved quickly to reclaim its industry leadership as an innovator by giving customers what they want: the right menus, great service, convenience—and an exceptional omnichannel experience delivered through Sitecore.

Dine Brands has operated on the Sitecore platform for close to a decade and knew that Sitecore brings the robust capabilities needed to reinvigorate the Applebee’s and IHOP brand online ordering capabilities. The restaurant company began by upgrading its website and Sitecore licenses for compliance with the Americans with Disabilities Act. Sitecore partner XCentium assisted with this project, which became a springboard for digital transformation.

Today both Applebee’s and IHOP run their websites on this common Sitecore platform. It’s easy for customers to order online—no redirection to different websites, no confusing variances in look and feel or performance slowdowns. The solution scales easily to accommodate high-traffic events and television advertising, enabling increased revenue. Franchisees benefit from a corporate resource that supports their operational efficiency and customer satisfaction.