Tapping into what it considers an underserved market, Applebee’s, a national restaurant chain, has opened up two new establishments in the Bronx in last couple of months.

On Aug. 10, Applebee’s opened its doors in Fordham Plaza and three weeks later, on Aug. 31, the company unveiled its new location at the Gateway Mall at the old Bronx Terminal Market. There are also Applebee’s restaurants at Bay Plaza in Pelham Bay and on 225th Street, near Broadway.

“We think it’s an underserved community in terms of sit-down restaurants,” said Zane Tenkel, head of the Applebee’s parent company’s regional affiliate, Apple-Metro, Inc. “At least nothing of any size. We cater to families, we built it in an upscale fashion. Nothing like it in these areas except for ethnic restaurants.”

Tenkel says the company prides itself on not only quality and affordable food, but also by being a good neighbor.
The Fordham Plaza restaurant will employ around 180 people for a mix of part-time and full-time positions, including eight managers, Tenkel said. Servers earn minimum wage, but receive tips. Kitchen employees, he said, start at about $10 an hour and can earn up to $15. The company received 6,000 applications and did 5,000 interviews for the available positions, he said.

At both locations, Tenkel said, Applebee’s held grand opening events where a portion of the proceeds went to the Bronx Children’s Museum.

You may also notice some of walls include photographs from local newspapers, including this one. Before opening, Applebee’s asked around for photographs of local events, so they could give the restaurants a “neighborhood” vibe.

Tenkel, whose Apple-Metro recently won the parent company’s franchise of the year award, said he has no plans on slowing down. “There’s a plan for more expansion [in the Bronx],” he said. “We’re aggressive and we feel like we fit a need.”