IHOP today announced a new fall menu, including a new lineup of Belgian waffles, as well as new entrees, steakburgers, soups, sides, and more. The seasonal menu comes on the heels of the chain’s biscuit menu launch and its pumpkin spice menu introduction last month.
The new waffles include the chain’s signature batter with four new sweet and savory all-day varieties and a Waffle Breakfast Combo. They include a new strawberry cheesecake Belgian waffle, Oreo Cookie Crumble Belgian waffle, and a new Nashville Hot Chicken & Waffles option. They join the traditional Belgian waffle, chicken and waffles, and waffle sundae.
“At IHOP, we are proud to be the breakfast leader. This fall, we have kicked it up a notch by delivering a dedicated biscuits menu, and now, expanded our popular waffles to include Nashville Hot Chicken & Waffles and a Waffle Sundae so that our guests can enjoy any time of day,” CMO Kieran Donahue said in a release.
Meanwhile, IHOP’s new entrees include a slow-braised beef pot roast and a country fried steak, while it is also featuring a new tomato basil soup. Additionally, IHOP is adding Impossible Foods options for guests who want plant-based choices. They include a new Impossible Steakburger and a side option of two Impossible sausage patties.
Finally, in partnership with Wizards of the Coast’s Magic: The Gathering Arena, a Magic-themed menu with five specialty pancakes is also available through Nov. 5 for IHOP’s loyalty members enrolled in the International Bank of Pancakes.
The Magic: The Gathering-themed menu includes Ajani’s Purr-fect Pancakes, Jace’s Illusion-Berry Pancakes, Liliana’s Chocolate Corruption Pancakes, Chandra’s Pyroblast Pancakes, and Vivien’s Heroic Protein Pancakes. During this time, rewards members can redeem PanCoins for codes that are good for 2,000 XP.
“Our goal is to always put a smile on your plate when you come to dine with us, which is why, in addition to the sweet and spicy bold new flavors, we’re partnering with Magic: The Gathering Arena to bring digital and International Bank of Pancakes rewards to gamers,” Donahue said.
IHOP began its menu evolution journey in early April, calling it the largest menu evolution in its 65-plus-year history. The changes were driven by guest research and include elevated offerings and ingredients and innovation beyond breakfast.
These efforts seem to be paying off so far. During parent company Dine Brands’ Q2 earnings call last month, IHOP reported its ninth consecutive quarter of comp sales growth. Its weekly sales averages are now above 2019 levels. CEO John Peyton attributed this momentum in part to “relevant menu and marketing innovations.”
“IHOP is delivering on its renewed focus on innovation, particularly around its menu, consumer products and technology … The new menu leans into our expertise in breakfast and introduces new items and flavors that guests and families crave at any time of the day,” he said. “Since our launch in April and initial promotional activities, these new items have maintained sales volumes, which signals sustained demand.”
Contact Alicia Kelso at [email protected]