IHOP will launch a new fast-casual concept, called Flip’d by IHOP, in spring 2020 in Atlanta
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“We think of the menu as inspired by the regular IHOP menu with key differences like the portable pancake bar that lets people build their pancakes however they want to in a bowl,” said IHOP president Jay Johns. “When we did our research, customers suggested they wanted the ability to customize key features like burritos and pancakes, but to be able to have them on-the-go.”
Despite this intensifying competition during the morning daypart, however, Johns believes Flip’d has a significant advantage with its menu. Perhaps that’s why IHOP isn’t the only casual dining chain exploring a smaller, fast-casual concept. Famous Dave’s is experimenting with a smaller format as the business relies on off-premise channels like delivery to ignite a turnaround, for example. The Cheesecake Factory debuted its fast-casual concept earlier this year, while Pizza Hut is also in the process of shrinking its real estate assets to a more delivery/carryout-friendly model.
Flip’d’s debut in the Atlanta market isn’t necessarily intentional—the real estate deal just came together first. Johns notes that a number of other deals are in the works and he expects a handful to open soon as those deals fall into place.
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