News

IHOP opens express concept

November 17, 2011

The first IHOP Express has opened in the Gaslamp District of San Diego. Before its debut, the concept was tested on university campuses and military bases.

The idea behind the launch was to make the IHOP brand more accessible and increase top-of-mind awareness for new and current guests, according to the company. The IHOP Express includes a selection of IHOP signatures, as well as a variety of portable items.

“Consumers’ dining needs vary, and IHOP Express fills an important need by allowing guests to sip, flip and enjoy our famous coffee and buttermilk pancakes, along with other options found only at IHOP Express, in less time,” said Jean Birch, IHOP president.

Some IHOP Express items include Cup O’ Pancakes, IHOP’s buttermilk pancakes cooked and served in a cup and topped with strawberry banana, double blueberry or caramel apple; and Corn Cake Tacos with savory meat, shredded cheese and salsa. Signatures such as the Rooty Tooty Fresn ‘N Fruity and the Bacon ‘N Beef Burgers will also be served.

Additionally, new under-600 calorie “Simple & Fit” items are offered at IHOP Express, such as the Ham & Cheese Crepette. 

Selections are ordered at a counter to be taken out or enjoyed in a dine-in seating area.  IHOP Express has a brand new look, offering a contemporary, warm interior with elements such as an interactive syrup bar and an open grill “flip kitchen.”

The Gaslamp District IHOP Express opening is part of the company’s strategy to increase top-of-mind awareness to increase guests’ frequency of visit.  Aligned with this effort, IHOP at HOME, a line of frozen breakfast items available at retail outlets, was launched earlier this year.  The company also plans on opening one new traditional IHOP location each week in 2011.

Read more about franchising and growth. http://www.qsrweb.com/research/232/Franchising-Growth