Dine Brands Global

About the client

Dine Brands Global is one of the world’s largest full-service dining companies. It manages iconic American restaurant brands including IHOP and Applebee’s Grill + Bar, with more than 3,700 locations across more than 18 countries.

Challenge

Dine Brands needed to improve digital commerce across its restaurant brands. Applebee’s online ordering was split across three websites based on device, which created confusion for customers. High-traffic days caused slowdowns that hurt the ordering experience. IHOP did not have online ordering, which limited customer convenience and digital sales opportunities.

Solution

Dine Brands partnered with XCentium to create a more unified digital experience for IHOP and Applebee’s. XCentium implemented Sitecore Experience Platform, or Sitecore XP, and Sitecore Experience Database, or xDB, using Sitecore Helix design principles to support a scalable and flexible architecture.

The solution connected the brand websites with Dine Brands’ eCommerce vendor and enabled responsive onsite ordering. Customers could place orders across devices with a consistent look and feel, without confusing redirects.

XCentium also added geolocation-based interactions, multilingual menus, and social network integration. Customer profiles were synchronized into xDB to support personalization, targeted marketing, and improved customer service.

Outcomes

Dine Brands delivered a smoother online ordering experience for both IHOP and Applebee’s customers. The solution reduced friction across devices, supported traffic from television ads and special events, and helped the brands serve customers more reliably during high-demand periods.

The improved experience helped drive record online sales and stronger customer loyalty and engagement. The work also earned the 2018 Sitecore Ultimate Experience Award and the 2018 Best Business ROI Sitecore Experience Award.