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Why the IHOP CMO thinks the time is right for dinner


IHOP this week announced the largest menu evolution in its 65-plus-year history will be available nationwide starting April 3. Notably, this news comes on the heels of several menu moves made by the company throughout the past five years – from its foray into burgers in 2018 to its pandemic-induced menu simplification in 2020 to the addition of burritos and bowls in 2021 to its “Choice” menu last year that encouraged customization.

What’s new this time? Consider it a culmination of all those things.

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