Applebee’s Neighborhood Grill + Bar, part of Dine Brands, has announced the appointment of Michelle Chin as its chief marketing officer (CMO) and Jerrold Wong as its chief operations officer (COO).

Chin will assume her position on 2 September 2025 and Wong will officially join the company on 15 September.

Chin brings 20 years of experience in marketing and brand strategy, having worked with brands such as Starbucks, Godiva and Unilever.

She will be responsible for overseeing Applebee’s marketing initiatives, including national advertising, digital engagement and menu-related campaigns.

Her work will be focused on using data to improve brand positioning and foster stronger connections with customers.

Chin stated: “Applebee’s has a unique place in American culture — welcoming, familiar, and full of heart.

“I’m energised by the opportunity to build on that legacy by deepening guest engagement, evolving our brand presence and driving bold, creative marketing that keeps Applebee’s top of mind and top of table.”

Wong’s appointment as COO will support the brand’s operational efforts.

He will concentrate on ensuring consistency, fostering growth and collaborating closely with his team and franchisees to enhance restaurant performance and provide a smooth guest experience throughout the system.

The appointments come as Applebee's has seen a positive shift in its performance, with an uptick in customer traffic and sales during the second quarter of 2025.

The leadership changes are part of a broader strategy aimed at strengthening Applebee's marketing capabilities, refining its menu offerings and improving customer experiences.

Applebee’s president and Dine Brands CEO John Peyton stated: “Applebee’s is an iconic brand, beloved by our guests, with one of the largest footprints of any restaurant brand.

“This year, our team and franchisees have worked diligently against our key areas of focus to continually enhance the guest experience and attract the next generation of loyal Applebee’s fans – reimagining our restaurants, enhancing our menu and value offerings, and connecting with our guests in deeper, more impactful ways.

“With these appointments, we’re looking to accelerate that strategy, creating efficiencies and returning to growth.”

In April 2025, Applebee’s selected Toast, a comprehensive digital technology platform for the hospitality sector.