Dine Brands Global (DIN) UBS Global Consumer and Retail Conference summary

Consumer trends and value positioning

• Value orientation remains central for both brands, with consistent demand for transparent pricing and no surprises through 2026.

• Everyday value platforms like IHOP’s $6 menu and Applebee’s 2 for $25 drive traffic and resonate with core demographics.

• Value-focused offerings account for about 30% of Applebee’s and 20% of IHOP’s tickets, remaining steady over recent quarters.

• Menu innovation and experiential dining are emphasized to complement value and enhance guest experience.

• Guest experience, including service and atmosphere, is increasingly important in defining value.

Menu innovation and marketing strategies

• IHOP is launching new items like a proprietary coffee blend and barbecue pulled pork omelets, with ongoing innovation planned.

• Applebee’s has built an eight-quarter pipeline for new entrees and appetizers, focusing on successful launches like the OM Cheeseburger.

• Both brands have reduced marketing messages to focus on core value offers and leverage digital/social channels more heavily.

• IHOP’s in-house creative team enables rapid response to cultural trends, quadrupling social engagement year-over-year.

• Applebee’s is shifting its marketing mix to prioritize digital and social over traditional TV for the first time in 2026.

Operations, off-premise, and loyalty

• Operational focus includes improving order accuracy, reducing table turn times, and enhancing hospitality programs.

• Off-premise sales now account for 20% of IHOP and 22%-23% of Applebee’s revenue, with continued growth and strategic promotions.

• IHOP is expanding catering with proprietary packaging and local marketing, seeing strong potential.

• Loyalty programs are growing, with IHOP’s platform up 23% year-over-year and Applebee’s focusing on insider access rather than points.