Changes come as new deals announced to bring an additional 24 new applebee's locations and 17 new ihop restaurants to the middle east region

New Guest Experience Across All Brand Touch Points

Dubai, UAE, 11th June 2015

DineEquity Inc., one of the world's largest full service restaurant companies and the only franchisor with two leading brands in their categories--Applebee's® Grill and IHOP® Restaurants--is continuing its successful international expansion by announcing a brand evolution for both brands that will include every touch point of the guest experience. This evolution will be evident to guests as they see changes in everything from new creative positioning and advertising campaigns, new restaurant and remodel designs, food innovation, service culture, uniform, plates, cups and service items-- even music programming. These changes will communicate both the unique heritage and the guest appeal of each brand.

These changes come as DineEquity plans for greater expansion of both brands into the Middle East which includes recent commitments from multiple existing franchisees to bring an additional 24 Applebee's restaurants and 17 IHOP restaurants to the region over the next several years.

"As both our brands continue their successful expansion internationally, we felt it was a perfect time to use the results of our international consumer research study--the largest in our company's history--to take the learnings from our guests about what they truly love about our Applebee's and IHOP and bring them to life in our international locations, said del Olmo, "Together with our franchise partners around the world, we are bringing these new brand evolutions from concept to reality--and so far our guests' reactions have been extremely encouraging and gratifying."

Applebee's Grill, the leader in the casual dining category, has been serving guests handcrafted burgers, steaks, ribs, sandwiches and salads and craveable appetizers since the first location opened its doors as "Applebee's RX for Edibles and Elixirs" 35 years ago in a suburb of Atlanta Georgia. Since then it has grown into a worldwide favorite of guests seeking the authentic experience of an American Grill.

Drawing on this heritage, Applebee's complete brand evolution is focused around a new brand positioning: "Applebee's--There's always a reason to celebrate", recognizing that there are many occasions to celebrate in life and guests don't need to wait for a formal occasion such as a birthday or a promotion to come to the restaurants for great food and a great time.

IHOP restaurants--the leader in the family dining category--draws on its more than half a century of expertise and worldwide reputation of offering guests the best in breakfast any time of day, as well as lunch and dinner offerings with the new brand creative positioning: "IHOP-- Spreading Happiness since 1958."

In addition to displaying the new IHOP brand logo unveiled worldwide earlier this week, which features a prominent smile, IHOP restaurants will also feature new décor, uniforms, menu items, plate ware and culinary innovations that offer a fresh, modern look inspired by IHOP's origins in 1950's Southern California.

Both brands also will utilize innovative designs for new restaurants being built. The newest Applebee's prototype design, "Celebration Time" is expected to be rolled out in the region within the next six months.

The newest IHOP restaurant prototype design, "California Heritage" is currently under construction in Manila, and is scheduled to open this summer.

"We are delighted with the success of both brands and the warm reception we have received from our guests throughout the Middle East, "said Daniel del Olmo, President of International, DineEquity, Inc. " We are equally delighted to have found franchise partners who are committed to bringing the very best of both brands to one of our most important regions for international growth."

DineEquity Inc. has approximately 3,600 restaurants across both brands including over 220 restaurants outside the United States, throughout the world, including Mexico, Canada, Guatemala, Chile, Brazil, Puerto Rico, Guam, the UAE, Kuwait, the Kingdom of Saudi Arabia, Singapore, the Philippines and Indonesia, with plans to focus further expansion of both brands throughout Latin America, the Middle East and Asia.

"We are seeing a significant increase in interest in both our brands from existing franchise partners as well as qualified prospective franchise partners to open new restaurants in countries where we currently have locations as well as new countries, and we are specifically looking to increase our presence throughout the Middle East, Asia and the Pacific Rim and Latin America," said del Olmo." We look forward to being able to bring these new brand evolutions to guests throughout the world."

-Ends-

About DineEquity, Inc.
Based in Glendale, California, DineEquity, Inc., through its subsidiaries, franchises and operates restaurants under the Applebee's Neighborhood Grill and IHOP brands. With more than 3,600 restaurants combined in 18 countries, over 400 franchisees and approximately 200,000 team members (including franchisee- and company-operated restaurant employees), DineEquity is one of the largest full-service restaurant companies in the world. For more information on DineEquity, visit the Company's Web site located at www.dineequity.com.

About International House of Pancakes, LLC
For over 56 years, International House of Pancakes, LLC has been a leader and expert in all things breakfast and a leader in family dining. The chain is highly competitive in its menu offering, serving 65 different signature, made-to-order breakfast options as well as meals under 600 calories. Beyond offering "everything you love about breakfast," IHOP® restaurants have a wide selection of popular lunch and dinner items, as well. IHOP restaurants offer guests an affordable, everyday dining experience with warm and friendly service. As of March 31, 2015, there were 1,650 IHOP restaurants in 50 states and the District of Columbia, as well as in Canada, Guatemala, Mexico, Puerto Rico, the United Arab Emirates, Kuwait, the Kingdom of Saudi Arabia, Bahrain, the Philippines and the U.S. Virgin Islands. IHOP restaurants are franchised and operated by Glendale, Calif.-based International House of Pancakes, LLC and its affiliates. International House of Pancakes, LLC is a wholly-owned subsidiary of DineEquity, Inc.

About Applebee's
Applebee's is the world's largest casual dining chain, with more than 2,000 locations in 49 states, 16 countries and one U.S. territory. Based in Kansas City, Missouri, Applebee's offers a lively grill experience with an array of flavorful appetizers and entrees that constantly evolve. Applebee's Grill are franchised or operated by DineEquity, Inc.'s (NYSE: DIN) wholly-owned subsidiary, Applebee's International, Inc. and its affiliates

Forward-Looking Statements
Statements contained in this press release may constitute forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. You can identify these forward-looking statements by words such as "may," "will," "should," "expect," "anticipate," "believe," "estimate," "intend," "plan" and other similar expressions. These statements involve known and unknown risks, uncertainties and other factors, which may cause actual results to be materially different from those expressed or implied in such statements. These factors include, but are not limited to: the effect of general economic conditions; the Company's indebtedness ; risk of future impairment charges; trading volatility and the price of the Company's common stock; the Company's results in any given period differing from guidance provided to the public; the highly competitive nature of the restaurant business; the Company's business strategy failing to achieve anticipated results; risks associated with the restaurant industry; risks associated with locations of current and future restaurants; rising costs for food commodities and utilities; shortages or interruptions in the supply or delivery of food; ineffective marketing and guest relationship initiatives and use of social media; changing health or dietary preferences; our engagement in business in foreign markets; harm to our brands' reputation; litigation; fourth-party claims with respect to intellectual property assets; environmental liability; liability relating to employees; failure to comply with applicable laws and regulations; failure to effectively implement restaurant development plans; our dependence upon our franchisees; concentration of Applebee's franchised restaurants in a limited number of franchisees; credit risk from IHOP franchisees operating under our previous business model; termination or non-renewal of franchise agreements; franchisees breaching their franchise agreements; insolvency proceedings involving franchisees; changes in the number and quality of franchisees; inability of franchisees to fund capital expenditures; heavy dependence on information technology; the occurrence of cyber incidents or a deficiency in our cybersecurity; failure to execute on a business continuity plan; inability to attract and retain talented employees; risks associated with retail brand initiatives; failure of our internal controls; and other factors discussed from time to time in the Company's Annual and Quarterly Reports on Forms 10-K and 10-Q and in the Company's other filings with the Securities and Exchange Commission. The forward-looking statements contained in this release are made as of the date hereof and the Company assumes no obligation to update or supplement any forward-looking statements.

Press contacts:
Majlis PR & Events
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Abegail Bokingo
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Tina Flores
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© Press Release 2015