IHOP is opening a new fast-casual restaurant next spring
IHOP is debuting a new fast-casual restaurant, called Flip’d, that translates the pancake purveyor’s sit-down menu items into breakfast foods served on the quick, the chain announced today.
Flip’d will debut in Atlanta in April, with tentative plans for additional locations in New York, D.C., Denver, and San Francisco. With a focus on speed and convenience in dense urban areas, the IHOP spinoff will be about half the size of a typical IHOP, with limited seating, digital kiosk and counter ordering instead of wait staff, and online ordering for pick-up or delivery.
Items on the menu at Flip’d will include egg sandwiches, breakfast burritos and bowls, baked goods, coffee, and non-breakfast options like salads, wraps, and IHOP’s angus steakburger and crispy chicken sandwiches. There will also be a build-your-own pancake bar and something called a “pancake bowl,” which appears to be just pancakes in a portable container, because we live in an age of bowl food.
Breakfast is a growing category in the fast-food space, but many to-go options aren’t freshly prepared, IHOP president Jay Johns told CNN. According to Johns, Flip’d can attract customers who usually grab breakfast at coffee shops: “The reason for the visit was the coffee, and they basically settled for whatever food they happened to have at their coffee shop … We’re flipping that on its head.” (Get it??)
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i just watched 28 year old tyler "ninja" blevins struggle to figure out how to cut two slices of bread out of a loaf pic.twitter.com/4TJm1BOR6o— rob (@itsroblaw) December 10, 2019
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