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IHOP is launching a new chain of grab-and-go locations that are focused on orders for takeout and delivery — and they’ll make their debut in New York City.
The 62-year-old pancake chain is dusting off its plans for a concept it originally announced in 2019 — Flip’d — opening the first location in the Big Apple this summer.
Customers will be greeted by kiosks where they can place their orders — counter service is also available — or they can order in advance online, the company said on Thursday. Unlike its 1,600 IHOPs across the US, Flip’d outlets won’t have table service, although limited seating will be available at some locations.
Menu items will include IHOP’s signature pancake bowls, egg sandwiches and made to order burritos and bowls as well as grab and go wraps, salads and pastries.
Owned by Dine Brands, which also operates Applebee’s Neighborhood Grill & Bar, IHOP tabled its original plans for Flip’d when the pandemic hit and then retooled them.
“While we know there is a pent-up demand for a return to dining in restaurants, we anticipate that our delivery and takeout business is here to stay as consumer needs continue to shift and they seek out different ways to experience IHOP favorites,” Jay Johns, president of IHOP, said in a statement.
“With Flip’d, we can provide that on-the-go fast casual experience, making now the perfect time to bring this concept into the world.”
The first group of Flip’d locations will open later this year in Lawrence, Kan., and Columbus and Dublin, Ohio, as opposed to the large metropolitan cities IHOP had originally focused on in 2019, the company said.
Dine Brands is offering $150,000 to the first franchisees in various markets that open Flip’d locations, according to CNBC.
Just a few years ago, IHOP introduced a new burger menu aimed at resuscitating its flagging sales and it made a huge stir with a hoax to change its name to Ihob (the ‘b’ stood for burgers) as it teased the burger news.
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