Applebee’s hired a pair of new executives as it looks to continue its recent sales and traffic momentum.
Michelle Chin is joining the casual-dining chain as chief marketing officer. Chin was most recently VP of Starbucks’ Reserve Roastery concept and previously held several other roles at the coffee giant over nine years.
Before that, she worked in marketing for Godiva Chocolatier, Skyy Spirits and Unilever.
She replaces Joel Yashinsky, who jumped from Applebee’s to Burger King in April.
Chin will be in charge of Applebee’s advertising, digital and social media, menu innovation and integrated campaigns.
Michelle Chin. | Photos courtesy of Dine Brands
On the operations side, Jay Wong is coming aboard as COO. Wong’s background is in the hotel industry, where he held leadership roles at Four Seasons, Starwood/Marriott Hotels and Exclusive Resorts.
He fills a position left vacant by Kevin Carroll, who moved to Qdoba in late 2024.
Wong will focus on driving consistency, growth and performance at the chain’s restaurants, most of which are operated by franchisees.
Jay Wong.
The changes come on the heels of Applebee’s best quarter in years. Same-store sales rose 4.9% in Q2, ending a streak of eight consecutive quarters of negative same-store sales.
The brand has found success with a rotating 2 for $25 value menu as well as social media marketing and off-premise. It has also been remodeling restaurants.
“With these appointments, we’re looking to accelerate that strategy, creating efficiencies and returning to growth,” said John Peyton, CEO of Applebee’s parent Dine Brands, in a statement.
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