Portability has become increasingly important to IHOP.
At IHOP, “our off-premise sales have nearly doubled since the start of the pandemic,” said Kieran Donahue, chief marketing officer for the brand. “Today, we’re seeing that it’s still 26% of our sales,” she said, adding that because of the pandemic, delivery and to-go have “become a new choice for [IHOP] guests.”
The latest items are also designed to help the brand entice customers to choose IHOP for lunch or dinner. IHOP has long been trying to drum up interest in it’s non-breakfast menu items.
Making sure that restaurants get what they need at this time is “not without its challenges,” said Donahue. To add the new menu items without placing additional stress on franchise operators, IHOP is mostly using ingredients for melts that it already has in its distribution centers for its other menu items. The melts are also variations on items that IHOP knows its customers enjoy, like steakhouse burgers and Philly Cheese Steak Stackers, served on grilled rolls.