As many as 120 Applebee’s and IHOP restaurants will close across the United States as part of a shift in 2018.
Between 60 to 80 Applebee’s Neighborhood Grill & Bar locations and 30 to 40 IHOP restaurants will be shuttered, according to the parent, Dine Brands Global.
“The expected closures will be based on several criteria, including meeting our brand and image standards as well as operational results,” an earnings news release from Dine Brands reads, according to Fortune.com. It added that it’s changing the name to Dine Equity.
Applebee’s closed down about 100 restaurants in 2017. According to Business Insider, IHOP closed 23 locations last year and 16 in 2016.
In the past, executives conceded that they made failed attempts to win over millennials.
“Over the past few years, the brand’s set out to reposition or reinvent Applebee’s as a modern bar and grill in overt pursuit of a more youthful and affluent demographic with a more independent or even sophisticated dining mindset, including a clear pendulum swing toward millennials,” John Cywinski, Applebee’s brand president, said, according to Business Insider.
The firm is trying to become more modern and sophisticated with moves such as installing new grills. “While we certainly hope to extend our reach, we can’t alienate boomers or Gen-Xers in the process,” he said.
Buffalo Wild Wings, TGI Friday’s, and Ruby Tuesday—similar to Applebee’s—have also experienced lower sales and store closures.