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IHOP opens first fast-casual Flip’d restaurant

Dine Brands division gives glimpse of brand extension just debuted in Lawrence, Kan.

Dine Brands Global Inc.’s IHOP division has opened its first Flip’d by IHOP restaurant in Lawrence, Kan.

Glendale, Calif.-based Dine Brands first announced Flip’d two years ago and various locations for the first unit. The next location will in in New York City.

Flip’d by IHOP differs from the traditional IHOP sit-down experience, a spokesperson said. “Upon entering Flip’d, visitors can order from a digital kiosk, directly at the counter or via online for pick-up or delivery.”

Jay Johns, president of IHOP, in a second-quarter Dine Brands earnings call in August said that the Lawrence location is about 3,500 square feet with 55 seats.

“Our second Flip'd location is now scheduled to open late in the third quarter in New York City,” Johns said. “This location is a conversion space that will be approximately 1,800 square feet with only 25 seats. Both locations will have the same menu that will address all three dayparts while leveraging the equity of IHOP that guests love.”

The menu offers Signature Pancake Bowls (with customization option) that are finished with toppings like fresh berries and sauces or savory ingredients including scrambled eggs, hickory-smoked bacon pieces and Jack and cheddar cheeses.

The unit also offers a “Build Your Own Pancake Bar” where customers can choose from a choice pancakes or oatmeal as a base and a variety of mix-ins and toppings from the Top It Off bar, such as fresh blueberries, strawberries, pineapple, fruit compotes, chocolate chips and caramel sauce. Sandwiches and egg combos are also offered.

Flip’d will be available for franchisees to use as conversion opportunities, Johns said, which is among four platforms the brand offers.

“Looking ahead in the next three years, our development strategy includes a blend of our four development platforms,” Johns said on the earnings call. “With the addition of Flip'd and the introduction of a small prototype, we believe the brand can significantly exceed its historical annual run rate over the last decade.”

Dine Brands Global also owns the Applebee’s Neighborhood Grill + Bar brand, which has 1,696 franchised and company-owned units. IHOP has 1,747 restaurants globally.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

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