Applebee’s CMO Discusses New Marketing Moves and BBDO Chicago Partnership

Applebee’s is rethinking its marketing playbook as the restaurant industry leans harder than ever into value messaging. According to Marketing Dive, chief marketing officer Michelle Chin is focusing on ways to set the chain apart in a crowded, price-sensitive market. One notable shift: Applebee’s has teamed up with BBDO Chicago for its latest campaigns.

Chin outlines how the brand’s marketing is evolving in this value-obsessed environment, with the new agency partnership seen as a key part of their strategy. Details on specific campaign directions remain limited, but the focus appears to be on differentiation rather than just discounts.