Applebee's opens in Dubai Festival City Mall

DineEquity has opened the first fist mall-based Applebee’s in the Middle East, located in Dubai Festival City. 

The franchisor said in a statement that the restaurant was the first Applebee’s Celebration Time model in the region, which "represents the new 360 degree brand evolution internationally".

Speaking about the innaguration ceremony, DineEquity President – International Daniel del Omo said: “We are really happy to finally bring the full fruition of all our efforts in innovating our brands globally. The good turnout at the event proves that the concept, new menu items, the service culture, restaurant design and all are being perceived positively. We're looking forward to bringing the new Applebee's Brand evolution to our other locations throughout the GCC."

Applebee’s new concept 'There’s always a reason to celebrate' was based on market research that revealed consumers want to have an emotional connection to brands. 

Dubai Festival City Mall revealed back in August that it expects to offer a total of 50 dining outlets by the end of 2016 with several American brands among the new F&B options lined up at the mall.