applebee's aims to put some sizzle back into its sales - gas grills

DineEquity (DIN -Get Report)
After several difficult quarters, the company hopes to regain some momentum in the sales of Applebee's chain restaurants.
To do this, restaurant operators bet Americans would rather spend a few more dollars on wood --
Roast steak, salmon and pork on a lifeless gas grill, not protein.
In the past few months, Applebee has replaced its boring gas grill with new wood
Grill using American oak, 1,900 in the United StatesS. locations.
The move will change the flavor and flavor of about 40% items on the Applebee menu.
Applebee's is also shifting from ungraded steak to one that the USDA has chosen.
The server has been properly trained to highlight the differences in new wood
Opened a barbecue menu for customers
Meanwhile, Applebee has trained 6,000 meat-cutting machines that will no longer freeze beef slices from trucks.
Overall investment in grill, training and marketing-
$75 million.
New Wood on the street
The world's largest apple bee has opened a barbecue menu in New York, which is generally impressive.
Is the quality of Sharon comparable to the level at the time of the fine
Dining place or local hipster grill with cable bars around the block? Not exactly.
However, the steak is juicy, easy to cut and chew, and has a smoky flavor advertised on the TV.
It does need some seasoning and more smoke flavor if needed.
However, it is important that the overall quality of beef is much better than the menu before the Apple Bee --
Probably because it's not frozen. -
Far ahead of direct competitor Chili's beef, a division of Chili ker International (EAT -Get Report)
, Privately held TGI Friday. The wood-
The fired menu can help Applebee stand out from the same ocean that hinders many casual dining venues and reawaken its top brands and stock prices.
Applebee domestic same-
Store sales fell for three consecutive quarters.
First quarter 7%.
Chili shop in China
Store sales fell by 3.
The latest quarter was 6%.
Shares of DineEquity and Brinker International have fallen by about 2. 3% and 7.
So far this year, 3% respectively.
"From a consumer's point of view, people's views on casual dining are consistent," explains DineEquity CEO Julia Stewart at the earnings call on May 5, adding that, "We are very focused on doing what we think is right to reverse this trajectory and differentiate the brand from what I think is the perception of the peer sea.
"Next is Applebee?
Keep the potential new types of interesting wood flavors.