Julia Stewart
Analyst · Stephens
Thanks, Ken, and good morning, everyone. Welcome to our first quarter 2012 earnings call. I'd like to use this opportunity to provide additional commentary on the news release we issued this morning regarding our results, and we'll open the call for your questions.
Let me begin by saying we're pleased with our first quarter performance and importantly, our business fundamentals remain strong. We continue to deliver in our strategy to generate significant free cash flow and reduce debt. I'm also delighted that we made additional progress on re-franchising Applebee's company-operated restaurants. We've entered into an asset purchase agreement without financial contingencies the sale of 39 restaurants in Virginia. With the completion of these transactions, we will have 98 restaurants remaining to sell. And we'll keep 23 restaurants in Kansas City as an R&D test market. The net proceeds will be used for further debt reduction. Consistent with our historical practice, we will issue new guidance when this deal closes, likely some time in the third quarter.
Now I will review our operating performance for the quarter beginning with Applebee's. We achieved domestic same-restaurant sales growth of 1.2% in the first quarter compared to strong growth of 3.9% in the first quarter of 2011. This means we achieved sales growth of 5.1% over the last 2 years. Same-restaurant sales experienced a lift in part from the mild winter weather and from our ongoing remodel program. However, we recognize the need for more traffic-driving innovation across products, service platforms and promotions at Applebee's. To that end, I'm challenging the organization to speed up innovation even more than we've already done so. And remember, we have upgraded or replaced over 90% of the menu over the last 4 years. That process is well under way, and I want to call attention to some new product introductions which occurred in the quarter, including a number of dishes from our Unbelievably Great Tasting & Under 550 Calories menu that resonated strongly with our guests.
In February, we refreshed our signature "2 for $20" menu with the launch of jazzed-up flavors of Bourbon Street. This promotion continued through the end of the first quarter and featured 2 new items, Blackened Chicken Penne and Bourbon Street Chicken & Shrimp, which was an extension of our popular Sizzling Entrees platform. Applebee's has built a significant and compelling value proposition for our guests with "2 for $20". And as we've said previously, the Applebee's remodel program is another significant part of our strategy to reinvigorate the brand.
In the first quarter, our franchisees continued the rapid pace with an additional 87 restaurants remodeled. When combined with new openings and previous remodels, 671 Applebee's restaurants with 36% of the domestic system have a new look. We expect more than 50% of the domestic system to have this exciting new physical appearance by the end of this year. Our franchisees are enthusiastic about the remodel and see the benefit of the program. On average, remodeled restaurants continue to experience a mid-single-digit percentage increase in sales, pre-post net of control.
Next, I'd like to review Applebee's gift card sales and redemptions, which continues to serve as a catalyst for growth. After achieving $300 million in system sales in 2011, an increase of 6% over 2010, we experienced solid redemptions throughout the first quarter. The Gift Card business continued to be an important part of our overall marketing strategy.
And on the development front, Applebee's franchisees opened 6 new restaurants in the first quarter, of which 5 were international. And while pleased with the overall 2-year comp sales trend, we are keenly focused on driving sustainable traffic growth. We've established a strong innovation track record at Applebee's, but we need to do even more to strengthen our leadership position. To do that, we must drive value which, of course, remains top of mind with our guests. It's important to reiterate that value doesn't just mean price. So we remain committed to driving traffic through innovation in every aspect of our business, from menu, marketing and technology innovation, which we believe will propel us forward.
Now let's turn to IHOP. Our journey to re-energize the brand continues, and we clearly have additional work ahead of us. While first quarter domestic system-wide sales restaurants declined slightly at 0.5%, there are some positive results driven by the Plan for Success initiative to improve IHOP's restaurant operations and increase traffic and sales. Nothing is more important for us than getting IHOP back where it needs to be, innovating and growing.
On operations. In the first quarter, we launched our revamped Service Excellence Program, which is our in-restaurant service model to enhance the guest experience, speed and attentiveness. Early results from the Service Excellence Program showed that our guests are seeing a positive change. The restaurants that have implemented the program are consistently achieving higher guest satisfaction scores in guest loyalty, intent to return, likely to recommend and overall satisfaction. We ultimately expect this to translate -- into higher sales. To that end, we continually work closely with our franchisees to analyze their guest loyalty index scores to ensure that franchisees address the areas that their loyal guests share with them.
On value. To drive sales and further enhance our value platform, we launched IHOP's first nationally promoted value offering in the first quarter with our 7 for $7 menu, which features 7 great entrées for $7 every day. We gained some very valuable insight here and that we'll have significant long-term benefit. So stay tuned as we drive value that is relevant to IHOP's consumers.
On the menu. We're implementing the first phase of our new menu strategy, which is in restaurants today, to simplify and optimize the menu by focusing on key items that our guests know us for. As I mentioned on previous investor calls, we have restructured our menu strategy around 4 culinary platforms: core equity, which includes items like our famous pancakes and coffee; branded signature items, such as stuffed French toast, which helps to differentiate IHOP; enhance value items, such as our 7 for $7 offering, which provides everyday value; and health and wellness, which includes items like our spinach, mushroom and tomato omelette. We have some more work to do here but there is encouraging progress.
On advertising. Another aspect of our plan to drive sales is the development of new advertising to leverage our iconic brand heritage and play to our strengths. We intend for this new advertising to help us redefine the American breakfast experience. Look for this new ad campaign in the second quarter.
IHOP has increased its resources to understand the interests of our guests and accelerate the culinary pipeline with new and exciting offerings. Additionally, our efforts in digital marketing and social media will allow IHOP to reach a broad spectrum of guests and better meet their changing needs and expectations.
Regarding development, IHOP's franchisees opened 10 new restaurants in the first quarter, 9 of which were domestic. And lastly, IHOP celebrated another successful National Pancake Day, its annual free pancake fundraiser. IHOP raised more than $3 million in donations for Children's Miracle Network hospitals and other local charities, meeting its 2011 fundraising total by more than 20%. We've now raised more than $10 million for Children's Miracle Network hospitals and other local charities. We're thrilled with the generosity demonstrated by both our franchisees and guests, who help us give back to the communities in which we operate and enrich the lives of children in need.
We have some very interesting innovation at both brands aimed at ensuring each achieves its full promise. And while the initiatives we just discussed show some real potential, more needs to be done to unite them in a cohesive everyday guest experience, and I'm personally working on that with the Brands and the Culinary teams. All in all, I do believe both brands are on the right track, but we have real work to do and I'm proud of our team. They are very much responding to the challenge.
With that, I'd like to turn the call over to our CFO, Tom Emrey, for discussion of our financial results. Tom?