Applebees steak

Applebee’s rebranding makes wood-fired grill the star

Operator aims to “take back the neighborhood” with new menu platform that puts hand-cut meat at the center of the plate

Applebee’s Neighborhood Grill & Bar launched on Monday a sweeping brand transformation that puts hand-cut steaks cooked over new wood-fired grills at the center of the plate.

Over the past several months, domestic franchisees across the 2,000-unit chain have quietly replaced their grills with a new model that uses American oak wood, infusing food with a smoky flavor and their respective neighborhoods with an enticing scent. 

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