GLENDALE, Calif. — IHOP in July will open a new fast-casual concept, flip’d by IHOP, in midtown Manhattan, and recently signed a deal with convenience-store retailer EG America, Westborough, Mass., for several convenience-store locations, according to a CNBC report.
IHOP also is eyeing three other potential flip'd locations later this year in Lawrence, Kansas; Columbus, Ohio; and Dublin, Ohio.
Blackburn, U.K.-based EG Group owns and operates more than 1,700 stores in 31 states under the Cumberland Farms, Certified Oil, Fastrac, Kwik Shop, Loaf ‘N Jug, Minit Mart, Quik Stop, Tom Thumb and Turkey Hill brands. EG America is No. 5 on the 2021 CSP Top 202 ranking of U.S. c-store chains by store count.
Marking a shift from the original development strategy in 2019, IHOP will now pilot the flip’d concept in three different areas including larger metro areas, suburbs and nontraditional venues. Plans originally revealed in 2019 focused primarily on footprints in large metropolitan cities.
The new brand is directed at the growing demand for made-to-order value breakfast, lunch and dinner that is convenient and fresh, allowing guests to enjoy IHOP-inspired favorites in an innovative way, the company said.
“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, IHOP president. “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.”
“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 added.
Flip’d will feature an all-day menu borrowing from iconic IHOP favorites.
Glendale, Calif.-based IHOP said the new concept differs from a traditional sit-down experience. Upon entering flip’d, visitors can order from a digital kiosk or directly at the counter. Guests will also be able to order online in advance and pick up their items from a designated to-go area or have it delivered.
Menu items will include:
- Signature pancake bowls including the flip’d original featuring IHOP’s buttermilk pancakes with whipped real butter and a variety of mix-ins; and the strawberry banana with banana pancakes, fresh strawberries, bananas and whipped topping.
- Build-your-own signature pancake bowls with a choice of fresh flipped pancakes, steel-cut oatmeal or vanilla Greek yogurt as a base; and a variety of mix-ins and toppings from the Top It Off! bar, such as fresh blueberries and strawberries; fruit compotes; chocolate chips and sprinkles; caramel sauce and more.
- Egg combos with choice of breakfast meats.
- An assortment of egg sandwiches made with eggs and premium toppings on a toasted brioche bun
- A variety of made-to-order burritos and bowls designed for all hours of the day, with options such as The Garden, with scrambled eggs, cheesy crispy potatoes, baby arugula and spinach, sauteed mushrooms, roasted tomatoes, sliced avocado and avocado cream; or The Late Night, with diced black angus steakburger over cheesy french fries, topped with jack and cheddar cheese, caramelized onions, roasted tomatoes, pickles and IHOP sauce.
- Ultimate sandwiches with choice of all-natural black angus steakburger, buttermilk crispy chicken or grilled chicken breast.
- Fresh pressed orange juice and signature coffee brews, including nitro cold brew and specialty espresso beverages.
- Grab-and-go salads and wraps, freshly baked goods and more.
Flip’d by IHOP is one piece of IHOP’s larger strategic growth and development plan for 2021, as it looks to reach more guests through four development platforms, including traditional IHOP locations, nontraditional IHOP locations, smaller-format locations and this new fast-casual concept, the company said. Currently, there are more than 1,600 IHOP restaurants in the United States.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.