Applebee's picks BBDO Chicago as new creative agency of record
The Omnicom-owned shop will look to sharpen the ‘neighborhood’ positioning that has long defined the casual dining chain for today's diners
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Published: Sep 18, 2026 11:35 AM | 1 min read
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- Applebee's has appointed BBDO Chicago as its new creative agency of record to revitalize its brand identity for a new generation of diners.
- This change is part of Applebee's ongoing efforts to reverse slowing growth and remain competitive in the casual dining sector, which faces challenges from fast-casual competitors.
- BBDO Chicago will focus on refreshing Applebee's "neighborhood" positioning, historically represented by the tagline "Eatin' Good in the Neighborhood."
- The transition comes amid a consolidation within the Omnicom network, following the recent merger of FCB into BBDO, though details about the previous agency and transition timeline were not disclosed.
Applebee's has named BBDO Chicago as its new creative agency of record, handing the Omnicom-owned shop the task of making the brand's decades-old identity as a neighborhood gathering place feel relevant to a new generation of diners.
The appointment marks the latest shift in Applebee's advertising account, which has changed hands several times over the past decade as the casual dining chain has looked for a creative partner that can help reverse slowing growth and stay competitive against a crowded field of fast-casual rivals.
BBDO Chicago's mandate will center on refreshing how Applebee's communicates its "neighborhood" positioning, long anchored by the brand's tagline "Eatin' Good in the Neighborhood," at a time when casual dining chains are under pressure to modernize their appeal without losing the sense of familiarity that built their customer base.
The move brings Applebee's into BBDO's Omnicom network at a moment of consolidation across the holding company, following the recent folding of FCB into BBDO. It remains to be seen which agency previously held the Applebee's account and what the transition timeline looks like, details were not addressed in available reporting on the appointment.
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