To make the IHOP brand more accessible and increase top-of-mind awareness for new and current guests, IHOP, one of America’s favorite restaurants for breakfast, lunch and dinner, announces the opening of the first IHOP Express in the Gaslamp District of San Diego. The fast casual concept, which was tested in areas such as university campuses and military bases, offers a selection of IHOP favorites but is focused on products uniquely suited to guests on the go.“After extensive testing, we are introducing IHOP Express to provide an exciting new option for guests on the go who want the IHOP experience,” said Jean Birch, IHOP President. “Consumers’ dining needs vary, and IHOP Express fills an important need by allowing guests to sip, flip and enjoy our famous coffee and buttermilk pancakes, along with other options found only at IHOP Express, in less time.”
Perfect for those on the go, IHOP Express items are available in easy, portable portions, including Cup O’ Pancakes™, IHOP’s famous fluffy buttermilk pancakes cooked and served in a cup and topped with strawberry banana, double blueberry or caramel apple, and flavorful Corn Cake Tacos with savory meat, shredded cheese and fresh salsa. New under 600 calorie SIMPLE & FIT items are offered at IHOP Express, such as the Ham & Cheese Crepette. Staying true to its roots, IHOP Express brings signature favorites like the Rooty Tooty Fresh ‘N Fruity® and Bacon ‘N Beef™ Burgers to on-the-go diners in a fast, convenient way.
Selections are ordered at a counter to be taken out or enjoyed in a comfortable seating area. IHOP Express has a brand new look and feel, offering a contemporary, warm and inviting interior with fun elements such as an interactive syrup bar, an open grill “flip kitchen,” unique menu items, smaller portions and lower price points. As with all IHOP restaurants, food and beverages are prepared fresh to order.
The Gaslamp District IHOP Express opening is part of the company’s previously articulated strategy to increase top-of-mind awareness of IHOP with guests in order to increase frequency of visit. Aligned with this effort, IHOP at HOME™, a line of premium frozen breakfast items available at retail, was launched earlier this year. Finally, the company continues its focus on making traditional IHOP locations more convenient by opening of an average of more than one new IHOP each week in 2011.
