The Work:

Research indicates that people love Applebee’s because it offers familiar, comforting food that they can rely on to taste good. Plus, their wide menu selection allows you to order a full course even when ordering delivery, as opposed to something like pizza.

I combined these sentiments with an Instagram ad stating “Applebee’s. Always a Good Idea.” followed by branded app copy and simplified user journey recommendations. The ad copy can be used in various channels to remind the audience that ordering Applebee’s is always a good idea, whether you’re eating in or out.

Note: amateur graphic design work by me