Applebee’s Neighborhood Grill + Bar is shaking up its leadership team with two high-profile hires aimed at accelerating marketing innovation and operational excellence. Michelle Chin joins as Chief Marketing Officer on Sept. 2, and Jerrold (Jay) Wong will start as Chief Operations Officer on Sept. 15.

The appointments come amid a period of momentum for the brand, which reported increased traffic and sales in Q2, signaling renewed growth potential in the casual dining segment.

Michelle Chin: Leading Marketing with Data and Creativity

Chin brings more than 20 years of marketing experience from global consumer brands like Starbucks, Godiva, and Unilever. At Applebee’s, she will oversee the brand’s entire marketing strategy, including national advertising, social media, digital campaigns, menu innovation, and integrated initiatives.

“Applebee’s has a unique place in American culture—welcoming, familiar, and full of heart,” Chin said. “I’m energized by the opportunity to deepen guest engagement, evolve our brand presence, and drive bold, creative marketing that keeps Applebee’s top of mind and top of table.”

Her mandate aligns with Applebee’s broader strategy: connecting with a new generation of guests while strengthening the emotional bonds with existing customers. Data-driven insights and storytelling will guide her approach, balancing bold creativity with measurable results.

Jay Wong: Operational Excellence Meets Hospitality Expertise

Wong joins with a strong background in hospitality leadership, having scaled teams and led transformations at Four Seasons, Starwood/Marriott Hotels, and Exclusive Resorts. As COO, he will focus on improving operational consistency, supporting franchisees, and driving system-wide performance to enhance the guest experience.

“Applebee’s is one of the most iconic names in American casual dining,” Wong said. “I’m thrilled to join this team and help move faster, serve guests better, and unlock new avenues for growth.”

Strategic Implications

The moves reflect Applebee’s commitment to innovation in an increasingly competitive casual dining landscape. By investing in marketing leadership and operational rigor, the brand aims to reimagine its restaurants, expand menu offerings, and create meaningful guest connections. Competitors like Chili’s and TGI Fridays are similarly focusing on experiential upgrades and digital engagement, making leadership with proven consumer-brand expertise critical.

With Chin and Wong at the helm, Applebee’s hopes to combine marketing sophistication with operational efficiency, leveraging both to sustain growth and maintain relevance in a crowded market.

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