Applebee’s Grill & Bar Trademarks
Please note: Gerben IP does not represent Applebee’s Grill & Bar. This page is provided for informational purposes and reflects information available in public USPTO records.
May 3, 2024
Applebee’s Neighborhood Grill + Bar is an American chain of casual dining restaurants whose menu focuses on mainstream American dishes such as chicken, salads, burgers, and pasta. Applebee’s has a signature dish known as riblets, which is similar to a rack of ribs but is much more budget-friendly for consumers.
Let’s dive into Applebee’s Restaurants L.L.C.’s history, advertising techniques, and trademarks.
Applebee’s History
Bill and T.J Palmer founded Applebee’s chain in 1980 with the vision of creating a restaurant with the feel of a neighborhood pub. To complete their vision, the restaurant was to be staffed by friendly servers and the high-quality food was to have a lower price point than most of their competition.
The first name for their concept was Appleby, however, this name had already been registered. The duo considered other options such as “Pepper’s” and “Cinnamon’s” before settling on Applebee’s.
The first Applebee’s was opened in Atlanta, Georgia, and was named T.J. Applebee’s Rx for Edibles and Elixirs. A few years later, the company opened a second location. By 1983, the Palmers sold the company to W. R. Grace and Company.
According to the acquisition agreement, Bill Palmer became the president of the Applebee’s division of the W. R. Grace Company, guiding the company into a fully-fledged franchise operation system.
Applebee’s would be renamed Applebee’s Neighborhood Grill & Bar in 1986. Applebee’s International, Inc. created by Kansas City franchisee owners, Abe Gustin and John Hamra, would purchase the rights to Applebee’s concept from W. R. Grace in 1988.
By 1989 the company would open its 100th restaurant in Nashville, Tennessee.
The 90s saw many milestones for Applebee’s as it became one of America’s largest sit-down restaurant chains and it also began to be publicly traded. By 1998, the company would open its 1000th restaurant.
In July 2007, IHOP Corp. announced plans to acquire Applebee’s International for $2.1 billion. IHOP Corp. completed the acquisition in November 2007, after paying Applebee’s shareholders $25.50 cash per share. IHOP Corp. was then renamed to DineEquity. DineEquity would become the largest full-service restaurant company, covering more than 3,250 locations globally. The new owner planned to revitalize the chain and employ the franchise model in most of the restaurant’s locations.
DineEquity began to focus on advertising in late 2017, focusing advertising budgets on its low-price cocktails like the $1 margarita. The promotion, dubbed “Dollarita,” aired in October and was soon followed up by $1 Long Island Iced Tea which the company promoted as “L.I.Ts” in December 2017.
The promotion of low-cost cocktails helped to facilitate a major financial turnaround for the company, which had been suffering from poor sales for a while. Almost all customers interested in these low-cost cocktails would also order food. The low-cost cocktails would also encourage some customers to move on to other more expensive cocktails on the menu.
Applebee’s Advertising Techniques
In 2007, Applebee’s hired Wanda Sykes to voice Applebee’s Apple, the chain’s new mascot. The mascot was part of the company’s marketing campaign and slogans, “Together is good” and “Get it together, baby!” Applebee’s Apple mascot appeared in commercials touting these slogans.
In February 2008, Applebee’s started a new advertising campaign, this time without Wanda Sykes’ mascot voice-over. The new campaign was based on the slogan, “It’s a whole new neighborhood.”
In 2009, Applebee’s updated the phrase to “There’s no place like the neighborhood.”
From 2012 to 2016, Applebee’s ran a new campaign, this time with actor Jason Sudeikis providing narration for the commercials. This new campaign featured the slogan “See you tomorrow,” and promoted the company’s focus on fresh ingredients and new dishes.
In 2012, the company created the “Thank You Movement” campaign as a way to honor U.S. military members on Veteran’s Day. As part of this campaign, Applebee’s partnered with the country group, Zac Brown Band, and featured the band’s song “Chicken Fried” in some commercials.
In February 2022, Applebee’s pulled its commercials from CNN after the news network inappropriately timed a split-screen commercial break with live footage of the Russian invasion of Ukraine.
Applebee’s Trademarks
Applebee’s has obtained or sought federal registration for over 45 trademarks. These include “CARSIDE TO GO,” “PUB DIET,” “DOLLARMAMA,” “SPOOKYSIPS,” and “SAUCY GLOSS.”
Applebee’s obtained a federal trademark registration for “CARSIDE TO GO” in September 2010 and uses the trademark for restaurant carryout services.
The restaurant company obtained a federal trademark registration for “PUB DIET” on March 8, 2016. The company uses the trademark for meals consisting primarily of fish, meat, poultry, egg, fruit, or vegetables for consumption on or off-premises.
Applebee’s also obtained a federal trademark registration for “DOLLARMAMA” in 2019 and uses this trademark for its restaurant services and alcoholic beverages, except beer.
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- DOLLAR ZOMBIE
- SAUCERORITY
- SAUCY GLOSS
- SAINTLY SIPS
- METAVERSE MEAL
- METAVERSE MONDAY
- SPOOKY SIPS
- COSMIC WINGS
- COSMIC WINGS
- MUCHO COCKTAIL
- IRRESIST-A-BOWLS
- DOIN' GOOD IN THE NEIGHBORHOOD
- APPLEBEE'S GRILL + BAR
- APPLEBEE'S CATERING
- APPLEBEE'S CARSIDE TO GO
- DOLLAR L.I.T.
- EATIN' GOOD MADE EASY
- FROM OUR PLACE TO YOURS
- APPLEBEE'S DELIVERY
- DOLLARMAMA
- EATIN' GOOD IN THE NEIGHBORHOOD APPLEBEE'S
- APPLEBEE'S TO GO
- SEE YOU TOMORROW
- DOLLARITA
- ANYWHERE ANYTIME
- Logo #1
- SHORTY SHAKES
- APPLEBEE'S CARSIDE TO GO
- APPLEBEE'S
- Logo #2
- APPLEBEE'S CARSIDE TO GO
- APPLEBEE'S CARSIDE TO GO
- CLUB APPLEBEE'S
- APPLEBEE'S
- "A" IS FOR APPLEBEE'S
- YOU CALL IT IN. WE BRING IT OUT.
- CARSIDE TO GO
- TRIPLE CHOCOLATE MELTDOWN
- CARSIDE TO GO
- CARSIDE TO GO
- Logo #3
- APPLEBEE'S
- Logo #4
- EATIN' GOOD IN THE NEIGHBORHOOD
- APPLEBEE'S
- SUMMER SQUEEZE
- APPLEBEE'S
- APPLEBEE'S NEIGHBORHOOD GRILL
- BREWTUS
- APPLEBEE'S
- APPLEBEE'S NEIGHBORHOOD GRILL & BAR
IC 033. US 047 049. G & S Alcoholic beverages.
IC 043. US 100 101. G & S Restaurant services.
IC 043. US 100 101. G & S Restaurant services.
IC 003. US 001 004 006 050 051 052. G & S Lip gloss.
IC 033. US 047 049. G & S Alcoholic beverages, except beer. FIRST USE: 20190304. FIRST USE IN COMMERCE: 20190304.
IC 043. US 100 101. G & S Restaurant services. FIRST USE: 20211213. FIRST USE IN COMMERCE: 20211213.
IC 043. US 100 101. G & S Restaurant services. FIRST USE: 20211213. FIRST USE IN COMMERCE: 20211213.
IC 033. US 047 049. G & S Alcoholic beverages except beer. FIRST USE: 20181001. FIRST USE IN COMMERCE: 20181001.
IC 029. US 046. G & S Chicken wings. FIRST USE: 20210215. FIRST USE IN COMMERCE: 20210215.
IC 043. US 100 101. G & S Restaurant services, take-out restaurant services and restaurants featuring home delivery. FIRST USE: 20210215. FIRST USE IN COMMERCE: 20210215.
IC 029. US 046. G & S Chicken wings. FIRST USE: 20210215. FIRST USE IN COMMERCE: 20210215.
IC 043. US 100 101. G & S Restaurant services, take-out restaurant services and restaurants featuring home delivery. FIRST USE: 20210215. FIRST USE IN COMMERCE: 20210215.
IC 033. US 047 049. G & S Prepared cocktails consisting primarily of distilled spirits; Prepared wine cocktails; Prepared alcoholic cocktails. FIRST USE: 20211100. FIRST USE IN COMMERCE: 20211100.
IC 029. US 046. G & S Menu item, namely, prepared entrees consisting primarily of meat, fish, poultry and vegetables. FIRST USE: 20200206. FIRST USE IN COMMERCE: 20200206.
IC 036. US 100 101 102. G & S Charitable fundraising services; financial sponsorship of local charities and local food drives; community outreach services, namely, providing educational scholarship programs for students and community members; providing information in the field of charitable fundraising to community members and restaurant diners. FIRST USE: 20191101. FIRST USE IN COMMERCE: 20191101.
IC 041. US 100 101 107. G & S Community outreach services, namely, providing information, news and commentary in the field of current events. FIRST USE: 20191101. FIRST USE IN COMMERCE: 20191101.
IC 043. US 100 101. G & S Restaurant services. FIRST USE: 20180301. FIRST USE IN COMMERCE: 20180301.
IC 043. US 100 101. G & S Restaurant services; Catering services. FIRST USE: 20180718. FIRST USE IN COMMERCE: 20180718.
IC 043. US 100 101. G & S Restaurant services, namely, restaurant carryout services. FIRST USE: 20190318. FIRST USE IN COMMERCE: 20190318.
IC 033. US 047 049. G & S Alcoholic cocktail mixes; Alcoholic fruit cocktail drinks. FIRST USE: 20171201. FIRST USE IN COMMERCE: 20171201.
IC 043. US 100 101. G & S Bar services; Restaurant services. FIRST USE: 20171201. FIRST USE IN COMMERCE: 20171201.
IC 043. US 100 101. G & S Restaurant services. FIRST USE: 20180828. FIRST USE IN COMMERCE: 20180828.
IC 043. US 100 101. G & S Restaurant services. FIRST USE: 20180200. FIRST USE IN COMMERCE: 20180200.
IC 043. US 100 101. G & S Restaurant services; Restaurant carryout services; Restaurant featuring home delivery. FIRST USE: 20180400. FIRST USE IN COMMERCE: 20180400.
IC 033. US 047 049. G & S Alcoholic beverages, except beer. FIRST USE: 20180201. FIRST USE IN COMMERCE: 20180201.
IC 043. US 100 101. G & S Restaurant services. FIRST USE: 20180201. FIRST USE IN COMMERCE: 20180201.
IC 043. US 100 101. G & S Restaurant services. FIRST USE: 20180100. FIRST USE IN COMMERCE: 20180100.
IC 043. US 100 101. G & S Restaurant services; restaurant carryout services. FIRST USE: 20180100. FIRST USE IN COMMERCE: 20180100.
IC 041. US 100 101 107. G & S Non-downloadable training communications for the development of restaurant employees. FIRST USE: 20120500. FIRST USE IN COMMERCE: 20120500.
IC 033. US 047 049. G & S Alcoholic cocktail mixes; Alcoholic fruit cocktail drinks. FIRST USE: 20180802. FIRST USE IN COMMERCE: 20180802.
IC 043. US 100 101. G & S Restaurant services and catering services. FIRST USE: 20130500. FIRST USE IN COMMERCE: 20130500.
IC 043. US 100 101. G & S Restaurant services. FIRST USE: 20171105. FIRST USE IN COMMERCE: 20171105.
IC 029. US 046. G & S Beverages, namely, ice cream shakes and shakes, sold in restaurants for consumption on or off the premises. FIRST USE: 20160800. FIRST USE IN COMMERCE: 20160800.
IC 043. US 100 101. G & S Restaurant services, namely, restaurant carryout services. FIRST USE: 20170500. FIRST USE IN COMMERCE: 20170500.
IC 035. US 100 101 102. G & S Offering business franchising assistance in the establishment and operation of restaurants. FIRST USE: 20141112. FIRST USE IN COMMERCE: 20141112.
IC 043. US 100 101. G & S Restaurant and catering services. FIRST USE: 20141112. FIRST USE IN COMMERCE: 20141112.
IC 035. US 100 101 102. G & S Offering business franchising assistance in the establishment and operation of restaurants. FIRST USE: 20141112. FIRST USE IN COMMERCE: 20141112.
IC 043. US 100 101. G & S Restaurant and catering services. FIRST USE: 20141112. FIRST USE IN COMMERCE: 20141112.
IC 043. US 100 101. G & S Restaurant services, namely, restaurant carryout services. FIRST USE: 20150223. FIRST USE IN COMMERCE: 20150223.
IC 043. US 100 101. G & S RESTAURANT CARRYOUT SERVICES. FIRST USE: 20110500. FIRST USE IN COMMERCE: 20110500.
IC 043. US 100 101. G & S RESTAURANT AND BAR SERVICES, INCLUDING RESTAURANT CARRYOUT SERVICES. FIRST USE: 20120901. FIRST USE IN COMMERCE: 20120901.
IC 043. US 100 101. G & S CATERING SERVICES. FIRST USE: 20050411. FIRST USE IN COMMERCE: 20050411.
IC 043. US 100 101. G & S RESTAURANT SERVICES. FIRST USE: 19941001. FIRST USE IN COMMERCE: 19941001.
IC 043. US 100 101. G & S RESTAURANT CARRYOUT SERVICES. FIRST USE: 20030815. FIRST USE IN COMMERCE: 20030815.
IC 043. US 100 101. G & S RESTAURANT CARRYOUT SERVICES. FIRST USE: 20030611. FIRST USE IN COMMERCE: 20030611.
IC 030. US 046. G & S ICE CREAM DESSERTS SOLD IN RESTAURANTS. FIRST USE: 20030327. FIRST USE IN COMMERCE: 20030327.
IC 043. US 100 101. G & S RESTAURANT CARRYOUT SERVICES. FIRST USE: 20080225. FIRST USE IN COMMERCE: 20080225.
IC 043. US 100 101. G & S RESTAURANT CARRYOUT SERVICES. FIRST USE: 20030611. FIRST USE IN COMMERCE: 20030611.
IC 035. US 100 101 102. G & S [ FRANCHISING, NAMELY, OFFERING TECHNICAL ASSISTANCE IN THE ESTABLISHMENT AND OPERATION OF RESTAURANTS ]. FIRST USE: 20071022. FIRST USE IN COMMERCE: 20071022.
IC 043. US 100 101. G & S RESTAURANT AND CATERING SERVICES. FIRST USE: 20071022. FIRST USE IN COMMERCE: 20071022.
IC 035. US 100 101 102. G & S FRANCHISING, NAMELY, OFFERING TECHNICAL ASSISTANCE IN THE ESTABLISHMENT AND OPERATION OF RESTAURANTS. FIRST USE: 20071022. FIRST USE IN COMMERCE: 20071022.
IC 043. US 100 101. G & S RESTAURANT AND CATERING SERVICES. FIRST USE: 20071022. FIRST USE IN COMMERCE: 20071022.
IC 029. US 046. G & S PREPARED FOOD SERVED IN RESTAURANTS, NAMELY, ENTREES, SIDE DISHES, MEAT, FISH, POULTRY, FRUITS, VEGETABLES AND SALADS. FIRST USE: 19911015. FIRST USE IN COMMERCE: 19911015.
IC 042. US 100 101. G & S RESTAURANT SERVICES. FIRST USE: 20010114. FIRST USE IN COMMERCE: 20010114.
IC 042. US 100 101. G & S restaurant services. FIRST USE: 19850517. FIRST USE IN COMMERCE: 19850517.
IC 033. US 047 049. G & S prepared alcoholic cocktail served on the premises. FIRST USE: 19930531. FIRST USE IN COMMERCE: 19930531.
IC 035. US 101. G & S franchising; namely, offering technical assistance in the establishment and operation of restaurants. FIRST USE: 19830000. FIRST USE IN COMMERCE: 19830000.
IC 042. US 101. G & S restaurant and bar services. FIRST USE: 19890627. FIRST USE IN COMMERCE: 19890627.
IC 032. US 048. G & S beer. FIRST USE: 19920309. FIRST USE IN COMMERCE: 19920309.
IC 042. US 100 101. G & S restaurant and bar services. FIRST USE: 19850200. FIRST USE IN COMMERCE: 19850200.
IC 042. US 100. G & S RESTAURANT SERVICES. FIRST USE: 19850517. FIRST USE IN COMMERCE: 19850517.