IHOP takes a page from Olive Garden’s playbook

Like many restaurant chains, they are toying with new loyalty programs and subscriptions, the International House of Pancakes (IHOP, owned by Dine Brands (FROM) – Download the Dine Brands Global, Inc. report, is bringing back its unlimited pancake deal for $5.99.

“You can’t eat all the pancakes – someone who doesn’t know All You Can Eat Pancakes are back at IHOP,” the LA-based chain wrote in a parody of a popular meme on Twitter (TWTR) – Get the report from Twitter, Inc.

The deal, which IHOP regularly launches for a limited time, starts with a plate of five buttermilk pancakes. When guests finish them, they can theoretically add two more refills endlessly. However, the bargain price is limited to the chain’s most basic buttermilk flapjack — pancakes with fruit or chocolate chips, and sides like bacon or sausage, cost extra.

All-You-Can-Eat worked for Olive Graden

This type of shop is reminiscent of the Italian restaurant chain Olive Garden’s (which Darden owns (DRI) – Get the report from Darden Restaurants, Inc) Never Ending Pasta Bowl – an all-you-can-eat pasta offering launched in 1995 but not actively promoted since 2019.

Unlimited deals like this are rare for national chains, but in the last six months they’ve reappeared alongside subscriptions: most recently, fast-casual chain Sweetgreen (SG) – Retrieve the Sweetgreen, Inc. Class A report Introduced a $10 monthly offer that gives customers $3 off every daily purchase of $9.99 or more. Tex-Mex chain Taco Bell has also launched a subscription, giving members a taco every day of the month for a monthly price of $10.

For IHOP, the promotion comes just before the annual National Pancake Day on March 1 — while last year’s event was canceled due to the pandemic, the restaurant typically hosts one day a year where visitors are offered a free pancake in exchange for their donations gives to local charities.

IHOP also has a new fast-casual brand

In addition to the all-you-can-eat pancake promotion, IHOP has also introduced a new restaurant concept, “flip’d by IHOP”. The breakfast chain first announced the new concept in 2019, but it wasn’t launched until the summer of 2021.

“A lot has changed since we originally announced Flip’d in 2019. We wanted to make sure we were evolving the concept to meet the needs of our guests,” said IHOP President Jay Johns.

The young new chain plays with trends that have developed and accelerated during the pandemic.

“While we know there is some pent-up demand for the return to eating out in restaurants, we anticipate that our delivery and take-away business will remain in place as consumer needs continue to change and they seek other avenues looking to experience IHOP favorites,” Johns said. “Flip’d allows us to offer this fast and casual on-the-go experience, so now is the perfect time to bring this concept to the world.”

flip’d offers an all-day menu that borrows heavily from the parent brand’s menu. It will also offer “revisited breakfast classics like pancake bowls and egg sandwiches, as well as more PM-centric options like burritos & bowls, steak burgers and chicken sandwiches.”

Customers can order from flip’d at a digital kiosk or directly at the counter. You can also order online in advance and collect your food from a designated pickup location at the restaurant.

Comments are closed.