Fast-casual IHOP spin-off targets Washington, D.C. as potential market

IHOP plans to unveil new concept in 2020

A new fast-casual IHOP spin-off, designed for urban markets, may be headed to Washington, D.C. Flip’d by IHOP will offer freshly-prepared breakfast, as well as popular lunch and dinner items from the IHOP menu. Opening first in Atlanta in the spring of 2020, executives will target locations in Denver, New York City, San Francisco, and Washington, D.C.

Combining convenience with a goal of providing made-to-order breakfast, IHOP executives see Flip’d as filling a void in today’s quick-service restaurant scene. Flip’d guests can order from a digital kiosk upon entering the restaurant or place the order at the counter.

Flip’d will offer IHOP lunch and dinner favorites, including the brand’s Ultimate Steakburgers and Buttermilk Crispy Chicken. Guests will experience a build-your-own Pancake Bar with a choice of pancakes or oatmeal and several topping options. For example, Flip’d customers can select fresh blueberries, strawberries, and pineapple, fruit compotes, chocolate chips, caramel sauce, and more son-to-be revealed options.

Egg combos and egg-scrambled sandwiches on a Brioche Bun are surely going to be winners on the menu. There’s also additional made-to-order breakfast burritos and bowl selections to choose from. Guests can select from the Bacon Temptation with two eggs, hickory-smoked bacon, roasted tomatoes and queso over crispy breakfast potatoes; or The Garden, made with baby arugula, sautéed mushrooms, roasted tomatoes and avocado cream sauce over crispy breakfast potatoes.

Flip'd by IHOP targets Washington, D.C. as potential early market after Atlanta opening next year. Photo by IHOP.
Flip’d by IHOP targets Washington, D.C. as a potential early market after opening in Atlanta next year. Photo by IHOP.

“With Flip’d by IHOP, guests don’t have to compromise—now they can get freshly-made, all-day menu items like Pancake Bowls and Egg Sandwiches along with a hand-crafted espresso beverage for a good price and in a matter of minutes,” said Jay Johns, IHOP president.

Glendale, Calif.-based Flip’d will also offer Ultimate Sandwiches, like the Black Angus Steakburger, Buttermilk Crispy Chicken or Grilled Chicken. Flip’d will also menu signature coffee brews, including Nitro and espresso beverages, grab-and-go salads and wraps, baked goods, and fresh-squeezed orange juice.

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“In looking at what exists today in terms of fresh, fast menu options—particularly at breakfast—there’s still tremendous opportunity for growth,” added Johns. From the target list, D.C. is the next closest-market to Atlanta, so it makes sense that it would emerge as a second or third store built by Flip’d. Large-scale restaurant operators tend to in-fill in a market or region before building or franchising in others.

Dine Brands Global operates over 1,830 IHOP locations and more than 1,800 Applebee’s restaurants in the U.S. and internationally.

Photo credit: IHOP

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