About Dine Brands

IHOP® and Applebee’s Grill + Bar® are iconic American brands of Dine Brands Global, one of the world’s largest full-service dining companies, franchise-run with more than 3,700 locations in over 18 countries.

Challenge

Revitalizing brands

Dine Brands was looking to consolidate and improve the commerce experience of Dine Brands' websites with their eCommerce vendors.

Solution

Leveraging Sitecore XP and xDB

Dine Brands partnered with XCentium to lead the technical implementation for their digital team, which became a springboard for transformation and innovation.

Using Sitecore Helix design principles, XCentium architected the solution that leverages Sitecore XP and xDB with a custom integration to connect Dine Brands' websites to their eCommerce vendor.

This single Sitecore solution provides advanced onsite ordering capabilities responsively for all devices, geolocation-based interaction, multilingual menus, social network integration, and Customer Profiles synchronization into xDB.

Outcome

Record online sales building loyalty

The restaurant business—with its thin margins and stiff competition—has never been easy. It’s even harder today because the market is mature; the only way to gain share is to win it from competitors. Applebee’s online ordering spread confusingly across three different websites, depending on the access device. Slowdowns on high traffic days made frustrated consumers give up, causing revenue loss. IHOP offered no online ordering at all, which drove Dine Brands to move quickly to reclaim its position in the restaurant food chain, by giving customers what they want: the right menus, great service, convenience—and an exceptional omnichannel experience delivered through Sitecore.

Today both Applebee’s and IHOP run their websites on this common Sitecore platform. It’s easy for customers to order online—no redirection to different websites, no confusing variances in look and feel or performance slowdowns. The solution scales easily to accommodate high traffic events and television advertising, enabling increased revenue.

This new solution received "Sitecore Ultimate Experience Award '18" and "Best Business ROI Award".