The Dine Brands' chain will launch Flip'd by IHOP in Atlanta. IHOP is also exploring sites in New York, Washington, D.C., Denver, Chicago and San Francisco.
The pancake chain is also exploring additional sites in other cities.
Flip'd is IHOP's answer to consumer demand in dense cities. A Flip'd restaurant is about half of the size of a typical IHOP, with less seating and no wait staff to take orders, according to Johns. Customers can order their food via a digital kiosk or move through assembly line at the counter. Online ordering for pick-up or delivery will also be available as part of an effort to keep growing IHOP's off-premise business.
"One of the things that we really believe is that a lot of people have a habit of going to get their breakfast wherever they get their coffee, and they settle for potentially substandard food that happens to be there," Johns said. "We're going to flip that, flip that expectation."
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