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Applebee’s Philippines set for debut

Global Restaurant Concepts has secured the rights to US restaurant chain Applebee’s Grill and Bar.

The first three Applebee’s Philippines restaurants will open from next month, the first in Bonifacio Global City in Manila. GRC president and CEO Archie C. Rodriguez said the second restaurant will open in Eastwood and the third location is not yet decided.

Applebee’s will be the second US restaurant brand operated by GRC, joining Ihop (International House of Pancakes) which it acquired the rights to in 2013. Both brands are owned by DineEquity of California.

There are currently seven Ihop restaurants in Philippines, with an eighth planned for Baguio this year and more in Cebu and Davao.

Applebee’s specialises in steaks, burgers, ribs and salads and Rodriguez is targeting a check of between 300 pesos and 400 pesos per diner (US$6.50 – $9).

Daniel del Olmo, president of DineEquity’s international division, said his company chose the Philippines as its next international market, drawn by the ongoing GDP growth and its belief the market is sustainable long-term.

Rodriguez, meanwhile, hopes to open as many as 70 Ihop and Applebee’s stores within seven years.

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