Applebee's chief to push marketing, menu changes

Reuters - USA - (APPB.O: Quote, Profile, Research) is shaking up its marketing and menu offerings and continues to evaluate options for a sale or recapitalization, the struggling casual restaurant chain's chief executive told shareholders on Friday.

"It's been a challenging year," Applebee's CEO David Goebel said at the company's annual meeting here before laying out a series of new directives. Overland Park, Kansas-based Applebee's has been hurt by a pullback in consumer spending and increased competition with other bar-and-grill chains.

In what will be the company's most visible move, Applebee's will roll out a new advertising campaign next week called "Grilling Fresh" in conjunction with celebrity chef Tyler Florence.

Crunchy onion rings, a "California" shrimp salad, and an "Aloha burger" are among the six menu additions.