IHOP is set to open flip’d by IHOP, its fast casual concept

From that stack of buttermilk pancakes to even that special Monday milkshake promotion, IHOP has woven itself into not just the restaurant industry elite but also the pop culture collective. While special, seasonal promotions often entice guests to make a visit, the truth is that guests return time and again because they know that sitting down at the table will always bring the food that they crave.

With the fast casual concept, flip’d by IHOP, the brand is taking a different approach to its restaurant expansion. Although the concept was announced in 2019, the first location is set to open in July 2021. Will this newest launch deliver what guests have been craving?

Inspired by popular IHOP dishes, flip’d features and all-day menu. Even though breakfast food is not limited to the early morning hours, this menu takes a different approach to some of the brand’s menu staples. From those iconic pancakes to the egg sandwiches, flip’d will focus on the convenience without sacrificing the quality.

Jay Johns, President of IHOP, commented about flip’d and its fast why such care was taken with this launch. Johns said, “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.”

Looking at the flip’d menu, the convenience is matched by the innovation. From Pancake Bowls, which might be the next food trend, to Steakburgers and chicken sandwiches, the location becomes a one-stop shop for any food craving.

Give that this location is an order and leave concept, the idea seems to build on the convenience trend that more consumers are craving. From food delivery to grab and go options, the traditional dine-in restaurant scene has evolved. Now, people are more than happy to eat on the couch as long as they have their favorite food on the plate.

The flip’d by IHOP concept is set to open its first location in New York City in July 2021. Additional locations in Lawrence, Kansas; Columbus, Ohio; and Dublin, Ohio are being considered.

What do you think of this new concept? Do you think that other restaurant brands would benefit from a fast casual concept like this one?