IHOP is finally ready to launch its quick casual Flip’d concept – fr

IHOP is finally ready to launch its quick casual Flip’d concept – fr

its own dedicated menu that includes breakfast items like pancake bowls, egg sandwiches, and coffee, plus lunch or dinner options like burrito bowls. Unlike IHOP, Flip’d does not offer table service. Instead, meals are designed to be portable and can easily be delivered or taken away.

The first Flip’d store was a long time coming. IHOP first announced the concept in 2019 and said it would open the first site in spring 2020 – but the pandemic has delayed proceedings.

The pandemic has hit casual restaurant chains particularly hard. In 2020, sales of IHOP restaurants open for at least a year plunged by almost 33%. The restaurant chain had to quickly switch to delivery and take out orders. Delivery and take-out now account for around 30% of IHOP’s orders, IHOP President Jay Johns told CNN Business.

The increase in offsite orders during the pandemic led IHOP to rethink its approach to Flip’d, Johns explained. Because many IHOP customers were interested in the brand’s take-out options, the chain decided to test the Flip’d model in more areas.

“We initially planned this in high-traffic city centers,” he explained, to attract customers who might not have time for a sit-down breakfast at an IHOP. Now, IHOP plans to test Flip’d in the suburbs as well. It will also test some at convenience stores, Johns said, where customers can pick up their orders for the road. Possible locations include Lawrence, Kansas, Columbus, Ohio, and Dublin, Ohio.
IHOP plans to make future plans for Flip’d based on restaurant performance, Johns said.

Other casual dining brands are also looking to reach their customers in new ways. Applebee’s, which is also owned by IHOP’s parent company Your brands (FROM), launched an online brand to sell Cheeto cheese wings.


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