IHOP Readies Fast-Casual Concept for Launch
IHOP unveiled the latest plans to launch a pilot of its new fast-casual concept, flip’d by IHOP (flip’d). The new brand aims to address the growing demand for made-to-order breakfast, lunch and dinner that is convenient and fresh, all at a great value.
Updated Rollout Strategy
The first flip’d location is scheduled to open in New York City this summer, with three additional sites in Lawrence, Kansas; Columbus, Ohio; and Dublin, Ohio being explored for later this year. Marking a shift from the original development strategy, IHOP will now be piloting the flip’d concept in three different areas including larger metropolitan areas, suburban areas and non-traditional venues. Plans that were originally revealed in 2019 focused primarily on footprints in large metropolitan cities.
“Since we originally announced flip’d in 2019, a lot has changed. We wanted to ensure that we were evolving the concept to meet our guests’ needs,” said Jay Johns, President of IHOP. “While we know there is a pent-up demand for a return to dining in restaurants, we anticipate that our delivery and takeout business is here to stay as consumer needs continue to shift and they seek out different ways to experience IHOP favorites. With flip’d, we can provide that on-the-go fast casual experience, making now the perfect time to bring this concept into the world.”
“Even though the footprints of these initial flip’d locations will vary during this pilot phase, what will remain consistent is our emphasis on quality, speed, to-go and delivery, all with the crave-worthy food that has been a hallmark of the IHOP brand for more than six decades,” continued Johns.
flip’d will feature an all-day menu that borrows inspiration from iconic IHOP favorites, which serves as the foundation for this innovative approach. The new menu features quality ingredients, is freshly prepared items and is designed to be enjoyed alongside fresh juices and espresso beverages. The menu will feature reimagined breakfast classics like Pancake Bowls and Egg Sandwiches; as well as more PM-centric options including Burritos & Bowls, Steakburgers and Chicken Sandwiches.
Digital Ordering
flip’d by IHOP is different than the traditional sit-down experience guests have come to expect and enjoy at IHOP for more than 60 years. Upon entering flip’d, visitors can order from a digital kiosk or directly at the counter. Guests will also be able to order their food online in advance and pick-up their items from a designated to-go area or have it delivered.
flip’d by IHOP is one piece of IHOP’s larger strategic growth and development plan for 2021, as the legacy brand looks to reach more guests through four development platforms, including traditional IHOP locations, non-traditional IHOP locations, smaller format locations and this new fast casual concept. Currently, there are more than 1,600 IHOP restaurants in the U.S. and another 100+ IHOP restaurants globally.