Applebee's Grill and Restaurant – the world's largest casual dining restaurant company – will open three more branches in Jeddah within this year. Due to popular demand, new Applebee's Restaurant is set to open next month at Al Salaam Mall, located in the intersection of Prince Majed Road and King Abullah Road, Sulaymania District, Jeddah. Another one will be launched a month thereafter at the Mall of Arabia located on the eastern side of Madinah Road and south of Makkah Road, near the King Abdulaziz International Airport. And to cap the year 2015, Applebee's will put the seal on its sixth branch in Jeddah with the unveiling of a new store at Khalidiya Business Center, Prince Sultan Street, in December. Ali Dirani, General Manager, Applebee's Andalus, Jeddah told the Saudi Gazette that casual dining has been growing steadily in the Kingdom as majority of the young generation show propensity for non-Arab style of cooking and an unbiased predilection for American and Mexican cuisines. Also, the high disposable income of young and educated population, global exposure and limited sources of diversion, along with the ever increasing number of malls in the Kingdom, present an immense opportunity for casual dining restaurants to capture larger market share and expand at a much faster pace. The first Applebee's Restaurant in Saudi Arabia opened in Jeddah in 2003 by Arabian Entertainment Co. Ltd. (AECL), a subsidiary of SEDCO Holding, and the Applebee's franchisee in the Kingdom. AECL is the largest franchisee for Applebee's in the Middle East with multiple locations across the country. It currently operates 16 strategically-located restaurants in major cities in the Kingdom, with further expansion plans as the market demands. There are more Applebee's restaurants in KSA than any other core casual dining restaurants, an indicator of Applebee's superiority over other brands. Applebee's offers to discriminating guests a variety of palatable American and Tex-Mex recipes ranging from high quality fajitas to sizzling steaks, specially designed kids menu, invigorating beverages and a premium desserts selection. Applebee's friendly and family setting atmosphere coupled with exciting fresh and quality menus for all age groups makes it the favorite hangout for both individuals and groups. Moreover, its traditional setting with a contemporary touch makes it an ideal place for business gatherings and special occasions offering a variety of American and Tex-Mex cuisines. Besides, Applebee's chefs and development teams keep the menus up to date, introducing two or three menu changes throughout the year. This is one of the strong differentiating points from other casual dining restaurants. Guests dine heartily their favorite food at “great value” delivered by people who are passionate about quality service and guest satisfaction. The Applebee's success in Saudi Arabia could not have been possible without the great support from local communities. The team is committed to being socially responsible and involved in giving back to the neighborhood, working closely with local charity organizations and by allowing guests to be directly involved as well. AECL was awarded “Franchisee of the Year” Award several times. — SG
