Applebee's tops media impact list

CHARLOTTE, NC: Applebee's won out among twenty casual dining brands with the highest value of mentions across the media and social media in the fourth quarter last year, according to a recent analysis.

CHARLOTTE, NC: Applebee's won out among twenty casual dining brands with the highest value of mentions across the media and social media in the fourth quarter last year, according to a recent analysis.

Between November 2010 and January of this year, Applebee's generated about $9.5 million worth of mentions.  Media measurement shop General Sentiment, which produced the analysis, assigns the value a value of media impact of companies by measuring the purchase equivalent value of a brand's exposure.

Another way of putting it, a brand would have to spend $9.5 million would have to get the same amount of exposure as Applebee's. The analysis was General Sentiment's first media measurement of casual dining brand. 

General Sentiment head of research Aubrey Almond said the reports shows top casual dining brands are putting more effort in to keeping consumers talking about them, instead of short-term promotions.

Denny's, with the help of its announcement they would be using environmentally friendly, energy-efficient LED lights in some restaurants, came in second at $6.2 million. The rest of the top five included Chili's, IHOP and the Olive Garden.  Texas Roadhouse came in last.

The report notes the Applebee's Together We Thrive Effort in January, when five Tucson, AZ-area Applebee's joined together to raise money for the victims of the shooting, may have helped propel the brand to the top of the list.

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