GLENDALE, Calif.—IHOP is moving forward with plans to test its new fast-casual concept, flip’d, to meet the growing demand for made-to-order breakfast, lunch and dinner.
“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.”
The first flip’d location will open in New York City this summer, with three additional sites in the works for Lawrence, Kansas; Columbus, Ohio; and Dublin, Ohio. The concept will feature an all-day menu and reimagined breakfast classics like pancake bowls and egg sandwiches, as well as dinner-centric options like burritos and bowls, steakburgers and chicken sandwiches.
The concept also features digital options like touchscreen ordering kiosks, online ordering for pickup from a designated to-go area and delivery.
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 diners at nontraditional IHOP locations, smaller format locations and this new fast-casual concept.