The breakfast dining segment continues to be a hot trend with consumers, but there is a concern that continuing inflationary issues may eventually have a dampening effect even on these early morning/brunch-oriented full-service restaurants. IHOP may have a solution to this, as it has begun rolling out more of its flip’d by IHOP concept restaurants, a fast casual version of the traditional IHOP dine in restaurant experience.
Although IHOP had originally planned to debut these flip’d restaurants back in 2020, the COVID closures had forced the company to delay its onset. The first flip’d opened in Lawrence, Kan., in 2021, and 2022 saw the opening of two flip’d restaurants, in New York City, and in Silver Spring, Md. The most recent flip’d opened within the premises of the University of Cincinnati campus in February of 2023.
Even though IHOP hasn’t yet revealed where its future flip’d restaurants will expand into, the company has admitted that it is targeting densely populated areas that are in need of fast-casual dining solutions of its brand. Back in 2019, IHOP had hinted that potential sites being eyed for flip’d restaurants included Atlanta, Denver, Chicago, Boston, Dallas and San Francisco.
The flip’d restaurants, in the 1,600- to 3,500 s.f. range, can be on inline urban street front sites, strip malls, college campuses and even on second generation standalone pads, such as its Lawrence, Kan., unit that was a former Zaxby’srestaurant. Co-tenants can include other popular fast casual restaurants, such as Panera Bread or Buffalo Wild Wings.
Each flip’d offers an all-day menu inspired by iconic IHOP items, including buttermilk pancake bowls, freshly squeezed juices and brewed espresso beverages. The new restaurant concept expects to serve the growing consumer demand for made-to-order breakfast items, as well as lunch and dinner menu options, at a great value. Guests will ultimately be able to enjoy IHOP-inspired meals in an easier and more convenient way.
