IHOP Is Opening a New Type of Restaurant

December 11, 2019, 4:05 PM UTC

As more and more fast food chains try to elbow in on the breakfast market, IHOP is planning a new sort of fast-casual chain.

Flip’d will launch next April, with the first location popping up in Atlanta. The company hopes to have stores in New York City, Washington D.C., Denver and San Francisco by the end of 2020.

The new brand will focus on freshly-made breakfast foods and beverages with to-go orders in mind. Seating in the stores will be very limited. The company is better that freshly made foods will be a draw for people who are less than enamored with options from competitors. Sandwiches and other items will also be available for lunch and dinner crowds.

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

The restaurant will use the regular IHOP menu as inspiration, offering twists such as a Pancake Bowl (where pancakes can be filled with everything from berries to scrambled eggs and bacon pieces. Other menu items will include egg sandwiches, breakfast burritos and bowls and buttermilk crispy chicken sandwiches.

The move is the latest by IHOP to remain competitive as the breakfast market heats up. Last year, the company launched home pancake deliveries and it has undergone a couple of stunt marketing campaigns in the past 18 months to draw attention to itself. It’s even launched its own beer to draw in customers in non-breakfast hours.

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