We revived Applebee's by tapping into its musical roots, transforming it into a cultural icon through original songs, live events, and unusual collaborations.
Applebee’s was on the brink of closure. Foot traffic was dwindling, and the restaurant’s identity had become stale in an increasingly competitive market.
Music had always been in Applebee’s DNA, and they were already outpacing Apple and Amazon in music licensing. So, we pivoted to create original songs. We partnered with emerging artists, launched live music events, and integrated music into every aspect of the brand’s identity.
The result? Applebee’s became a cultural touchstone, known for its innovative collaborations and music-driven initiatives. What was once a struggling chain was now on the cutting edge of the music industry, redefining what it meant to be a brand in the modern age.