Franchising
IHOP takes a another spin with Flip'd
May 21, 2021
Although IHOP first debuted its fast casual brand — Flip'd — two years ago, the 1,600-unit casual dining chain relaunched it this week with a few upgrades.
"Since we originally announced Flip'd in 2019, a lot has changed," Jay Johns, president of IHOP, said in a company press release. "We wanted to ensure that we were evolving the concept to meet our guests' needs. 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 coming later this year to Lawrence, Kansas as well as Columbus and Dublin Ohio. Marking a shift from the original development strategy, IHOP will pilot the Flip'd concept in three different areas including larger metropolitan areas, suburban areas and non-traditional venues. Plans that were originally revealed in 2019 focused primarily on footprints in large metropolitan cities.
"Even though the footprints of these initial Flip'd locations will vary during this pilot phase, what will remain consistent is our emphasis on quality, speed, to-go and delivery, all with the crave-worthy food that has been a hallmark of the IHOP brand for more than six decades," Johns said.
Flip'd will feature an all-day menu that borrows inspiration from IHOP favorites but features reimagined breakfast classics like pancake bowls and egg sandwiches; as well as more PM-centric options including burritos and bowls, steakburgers and chicken sandwiches.
Upon entering, visitors can order from a digital kiosk or at the counter but also have the option to order via online in advance and pick-up items from a designated to-go area or have it delivered.
The fast casual concept is just one piece of IHOP's larger strategic growth and development plan for 2021, as the legacy brand looks to reach more guests through four development platforms, including traditional IHOPs, non-traditional locations and smaller-formatted units, according to the release.
