IHOP Launching New Restaurant Idea

IHOP has announced that it is launching a new fast-casual restaurant concept next year. The restaurants will showcase speedy to-go spins on IHOP’s signature dishes. Flip’d by IHOP will open its first location in Atlanta some time in 2020. Additional locations are being scouted in high-traffic areas in New York, San Francisco, Denver, Chicago, and Washington, D.C. to also open in 2020.

A Flip’d restaurant will be about half of the size of a typical IHOP. There will be limited seating and no wait staff to take orders. The restaurants will emphasize mobility and convenience. Customers will be able to order from digital kiosks in the restaurant, order online for pick-up, or have their meals delivered. The company anticipates that most of the business will be takeout.

IHOP president Jay Johns said in a press release, “In looking at what exists today in terms of fresh, fast menu options – particularly at breakfast – there’s still tremendous opportunity for growth. 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.”

IHOP developed a new menu for the Flip’d chain that mixes classics with new menu items. The restaurant’s famous buttermilk pancakes will be served as takeout-friendly “Pancake Bowls” that can be garnished with various toppings, including scrambled eggs, bacon, cheese, and fresh berries. Other menu offerings include sandwiches, breakfast burritos and bowls, fresh-squeezed orange juice, and specialty coffee drinks. Salads and baked goods will also be available.

According to the press release, franchisees will operate Flip’d locations. The restaurants will be open for breakfast, lunch, and dinner. There is no word yet on whether the new locations will be open for 24 hours a day like many IHOP locations.