Can Julia Stewart Save Applebee's?

At the Applebee's test kitchen in Kansas City, Mo., nine full-time chefs collaborate to create that certain "menu magic" that entices millions of diners every year.

The ultimate test is the customer, but Applebee's new CEO, Julia Stewart, has to put her stamp of approval on anything that goes out the door and onto the server's tray in preparation for a new menu that will be launched soon.

Earlier this year she got the chance to, in her words, "make the minnow swallow the whale" when IHOP bought Applebee's, the largest casual-dining brand in the world, for $2.1 billion.

"Applebee's needs really fit our core competencies: reenergizing a brand, improving operations," Stewart said. "We had the management capacity and the wherewithal to really make it happen and so we intend to make the same magic at Applebee's that we've been able to do at IHOP."

In an economy that has been particularly unkind to the restaurant industry, chain restaurants could really use some magic. While not suffering like some of its competitors, Applebee's sales fell 2.9 percent in the fourth quarter of 2007. The company is clearly ripe for a makeover.

Back in the test kitchen, one of the chefs offered her some ribs. After a taste she said she would "be very interested to see what our guest says about that. It has a richness to it. That flavor profile has a richness. Nice job. We'll see, when does this go into test?"

But before the ribs came the pancakes.

From Waitress to CEO

"We called it a waitress back then," Stewart said. "Not a food server. And I wore the hat and the apron and the, you know, the cuffs, and I got hooked. I fell in love with the restaurant business. I love the constant feedback. I love the interaction with the guests. I love the ability to make a difference in someone's life in 35 minutes or 40 minutes — from the day I went in the restaurant and put on the uniform and felt proud to be a part of IHOP."

Stewart was a 16-year-old waitress who worked her way up and became the chief executive of the company where she once poured the coffee and delivered the flapjacks.

"I'm the luckiest woman in the world, right? I'm living the American Dream. You know, food server made good," Stewart said.

This 52-year-old mother of two is now a powerhouse in the restaurant industry. When she arrived at IHOP in December 2001, she decided to shake things up.

"I really believe in reenergizing a brand," Stewart said. "It had been in the franchise business, but we had a large company operations presence and I said, 'Let's sell or re-franchise those company operations. Let's really be in the franchise business.'"

To Stewart, IHOP was spending too much time buying real estate and building restaurants. In fact, some had said that IHOP had become a lender who made pancakes. Under her leadership, IHOP franchisees are now responsible for getting their own restaurants up and running.

Nowadays, she plans to focus more on the pancakes. The results show that her efforts have paid off. IHOP rolled out a new slogan "come hungry, leave happy," and stock value rose 62 percent in a year.

"Oh, I always want to make it better — always raising the bar," Stewart said. "You always want to exceed guest expectations: What can I do to make it better? I think it will always be that way."

Page
  • 1
  • |
  • 2
Join the Discussion
You are using an outdated version of Internet Explorer. Please click here to upgrade your browser in order to comment.
blog comments powered by Disqus
 
You Might Also Like...