• by Steve McClellan  @mp_mcclellan, March 13, 2017

Glendale, California-based restaurant chain Applebee’s, which has struggled of late, is hoping Grey can help it shake off the doldrums. The firm has selected Grey as its new creative AOR for North America after a review that began late last year.

Barkley had been the incumbent for about a year, after replacing CP+B on the account. Grey’s New York and Los Angeles offices will both service the account.

Grey will be responsible for creative development, collaborating on market strategy and brand positioning. The appointment is effective immediately.

Grey is working on a new integrated campaign currently scheduled to break in July.  

Applebee’s spent an estimated $170 million on ads in 2015, according to Kantar Media. From January through November of 2016 Kantar estimates the brand spent $160 million, about $30 million more than in the prior year period.

Last year, the restaurant chain invested heavily in a menu overhaul to help spur lackluster sales. But same-store sales in the fourth quarter were down 7.2%, and parent company DineEquity indicated earlier this month that at least 40 Applebee's stores would be closed in 2017 after a similar number of closures last year.

The firm has also seen a shakeup in its top management ranks, including the departure earlier this month of Julia Stewart, the CEO of the parent company, who was also interim president at Applebee’s. Last week, Applebee’s appointed restaurant marketing veteran John Cywinski as its new president, marking his return to the chain. Earlier, he had served as Applebee’s CMO from 2001-06.

Commenting on the agency selection, Jeannine D’Addario, interim SVO of marketing and culinary at Applebee’s, stated: “In addition to their deep experience, capability and creativity, the team at Grey has a solid understanding of Applebee’s evolving consumer, the brand’s legacy and our goals to ignite change and deliver original and compelling work.”

For Grey, the win is the second piece of big new business it has added this year, followed by the $600 million Walgreens assignment in late January, part of a joint WPP win. Last month, the shop parted ways with Coty after 26 years.