GLENDALE, CALIF. — IHOP Restaurants will launch a new fast-casual concept in spring 2020. The brand, called Flip’d by IHOP, will focus on freshly made breakfast foods and beverages.
Popular lunch and dinner items, including Ultimate Steakburgers and Buttermilk Crispy Chicken, also will be available. Other menu items include a build your own pancake bar, made-to-order breakfast burritos and grab-and-go salads and wraps.
IHOP plans to open its first Flip’d concept in Atlanta next April, with additional sites in New York, Washington, Denver and San Francisco under consideration.
“In looking at what exists today in terms of fresh, fast menu options — particularly at breakfast — there’s still tremendous opportunity for growth,” said Jay Johns, president of IHOP. “After talking extensively with consumers in large cities across the country, we designed Flip’d by IHOP to deliver on what folks told us they want and need from a trusted brand like IHOP in a fast-casual setting, putting an emphasis on quality ingredients, speed, to-go and delivery.”
The menu will borrow from IHOP’s, but items will be designed for enhanced portability, the company said. As an example, classic buttermilk pancakes will be served in a bowl for added on-the-go convenience.
“Millions of Americans are settling for sub-par breakfast foods that are either microwaved or have been sitting under a heat lamp because they’re forced to grab something while at their usual coffee spot,” Mr. Johns said. “With Flip’d by IHOP, guests don’t have to compromise — now they can get freshly-made, all-day menu items like pancake bowls and egg sandwiches along with a hand-crafted espresso beverage for a good price and in a matter of minutes.”
The fast-casual concept will feature digital kiosks. Delivery and take-out options also will be available.
New restaurant development is one of several key initiatives in IHOP’s growth plans. Other areas of focus include to-go capabilities and lunch and dinner expansion.