Applebee’s hires Jerrold Wong, Michelle Chin as COO, CMO to drive operations, marketing growth

NORTH AMERICA – Applebee’s has hired Jerrold Wong as Chief Operations Officer and Michelle Chin as Chief Marketing Officer, announced in a press release dated August 25, 2025.

Wong will officially take charge of the brand’s operations on September 15, while Chin is set to join the company on September 2.

These strategic appointments are part of parent company Dine Brands’ plan to accelerate efforts aimed at enhancing the guest experience and attracting the next generation of loyal Applebee’s fans.

John Peyton, CEO of Dine Brands, emphasized that both hires bring valuable expertise to support the brand’s growth trajectory.

Applebee’s recent performance has exceeded expectations, recording a strong quarter in Q2 2025. The casual dining chain returned to positive traffic and same-store sales growth, driven in large part by successful value promotions that resonated with customers.

Jerrold Wong brings extensive experience in operational leadership within the restaurant industry, with a focus on driving efficiencies and elevating the customer experience.

His role will include overseeing daily operations and implementing strategies to sustain growth momentum through improved service and quality standards.

Michelle Chin joins Applebee’s with a background in strategic marketing and brand development.

She is expected to lead marketing initiatives that modernize the brand image and deepen engagement with key consumer segments, particularly younger diners who influence trends in casual dining.

The timing of these hires aligns with Applebee’s efforts to refresh its food and beverage offerings, while leveraging digital marketing and loyalty programs to build stronger customer relationships.

Dine Brands sees this management strengthening as crucial to capitalizing on market opportunities amid shifting consumer behaviors and increasing competition in the casual dining sector.

Applebee’s management team aims to balance tradition with innovation in menu development, promotional strategies, and customer outreach under the guidance of Wong and Chin.

The company’s focus on value-oriented promotions and operational enhancements has positioned it well for sustained growth in an evolving restaurant landscape.

With this leadership bolstering key functions, Applebee’s expects to continue delivering exceptional guest experiences and reinforcing its position as a preferred casual dining choice.

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