Applebee’s President Tony Moralejo is stepping down from the company, effective March 4, parent Dine Brands announced Wednesday.
He’ll be replaced by Dine CEO John Peyton on an interim basis while the company searches for a permanent replacement.
Moralejo has been president of the casual-dining chain since January 2023. He was previously president of international and global development for Dine for three years.
Applebee’s has struggled under his watch. The chain is currently coming off six straight quarters of same-store sales declines and has struggled to grow traffic among price-conscious consumers. It has lost share to other casual-dining chains, particularly the fast-growing Chili’s.
The news comes less than a week after Dine laid off about 9% of its corporate staff, citing a need to better align with market conditions.
Peyton in a statement said the company was grateful for Moralejo’s contributions.
“He has navigated a challenging economic environment, led an outstanding team, and strengthened our relationships with franchisees,” he said. “I look forward to building on his work and accelerating our plans to grow the brand and achieve superior results.”
During Moralejo’s tenure, Applebee’s worked to reignite development after years of restaurant closures. On the menu, the chain leaned into discounting and then value meals in an effort to appeal to inflation-weary customers. It also introduced a new chicken sandwich. And it scored a marketing hit with its Date Night Pass.
But overall the brand struggled as inflation soared and diners became more judicious with their spending.
“It has been an absolute honor and privilege to serve as President of this exceptional brand,” Moralejo said in a statement. “Leading this remarkable team and working alongside our dedicated franchise partners over the past two years has been an incredible experience.”
After stepping down, Moralejo will act as an advisor to Applebee’s through June 4.
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