GLENDALE, Calif.—Consumers want to have more choices, according to a study in the Journal of International Marketing, and in response to that trend, IHOP is releasing a “choice menu,” reports Forbes.

The restaurant chain found that more than 80% of its orders are customized already in-restaurant and online.

“The launch showcases our commitment to listen to guests’ needs, as well as highlight IHOP’s all-day options. We’re now making it more transparent for our guests to choose what they want and how they want it during all dayparts. We are leaning into our research by offering more options than ever,” IHOP Chief Marketing Officer Kieran Donahue told Forbes.

The Choice menu is available across all dayparts, and customers can order their preferred IHOP meal combinations both in-restaurant and through the brand’s updated mobile app and website.

The new menu allows customers to create their own combos from IHOP’s core menu. Those combo offerings include:

• Create Your Own Griddle Combos, with pancakes, crepes, French toast or a Belgian waffle, plus two eggs and two bacon strips or sausage links.
• A choice of a beef Steakburger, crispy chicken breast or grilled chicken breast dressed in one of IHOP’s sandwich options, such as The Classic with American cheese, lettuce, tomato, red onion, pickles and IHOP Sauce, or the Big Brunch, with bacon, a fried egg, crispy potato pancake, American cheese and IHOP sauce.
• Two pumpkin spice pancakes with combo tiers that include an egg combo, bacon and eggs combo, ham and eggs combo and more.
• Scary Face pancakes, provided with a side of mini OREO cookies, glazed strawberries and candy corn for decorating.

IHOP is also partnering with Xbox to offer International Bank of Pancake loyalty members more choices with offers, including a one-month Xbox Game Pass Ultimate trial, Forza Horizon 5 Premium Add-Ons bundle and full game download codes for Grounded. As the first loyalty program partner, IHOP has also added three exclusive Xbox-inspired meal combos to its menu for a limited time only.

The limited-time seasonal and Xbox menu items are available at participating IHOP restaurants nationwide from August 22 – October 31.

NACS is exploring the growth of foodservice and is looking for convenience retailer expertise. Retailers can participate in our Foodservice Growth Drivers survey to receive a complimentary copy of the white paper summarizing results of this study.