TheRexlChxndler wanted us to stick to pancakes. Well, this one's for you, Chandler… pic. But with pancake names. What the what? Though to be fair, the marketing ploy worked and was picked up by dozens of outlets when the announcement was first made. Leading up to the new reveal, plenty of folks had fun along the way trying to guess just what that mysterious new letter might stand for:.
So, now we all know that the "P" still stands for pancakes Aly Walansky is a New York City-based food and lifestyle writer with nearly two decades of writing experience for various digital publications. At the end of fiscal , IHOP said 51 percent of its customers were aged 34 and below. Thirty-two percent of those were 18—34 and 19 percent under The vast majority—41 percent—are 55 and older. Just for one statistic, there were more than 3. While just above the line, it gave the brand seven consecutive periods of growth.
What also happened during this stable run is that IHOP quietly became the largest sit-down chain in America. The chain opened 34 U. IHOP had 1, restaurants. It was coming for some time, if not quickly. IHOP finished Q3 with 1, total restaurants 1, domestic. The company announced October 30 a partnership with TravelCenters of America to bring 94 restaurants to TravelCenters and Petro locations nationwide over the next five years.
IHOP predicts the net growth to lift significantly in the coming calendars. In other terms, this expansion conversation is just getting started. Breakfast, and breakfast foods, just tend to show a higher-profit mix than other commodity targets. Taco Bell hit 10 percent mix within two years of launch in and has run up positive comps in 17 of the last 18 quarters since, including 12 consecutively. The burger brand is making its fifth attempt at daypart expansion in Q1 when it plans to launch breakfast nationwide.
And its planning to do so with only three additional employees per restaurant, focused on the drive thru. Beyond that factor, though, IHOP is clearly doing something different than before. Johns said IHOP sharpened its focus on operations during this run, which helps keep current guests, drive frequency, and attract new ones. IHOP got there, to an extent, by rolling out a certified leader program this year that aids retention and continual training.
Johns said IHOP will certify more than 2, managers by the end of next year. Given that inspiring retention on the crew member level is a somewhat unrealistic goal to any major, consistent degree in this business, and like adding house money to the deck, keeping managers on staff is really where the labor war will be won for service-oriented restaurants.
These kind of offbeat campaigns have been a hit with guests and fit seasonal trends. Most restaurants figure the turnover number in the triple digits. Do they get more traffic? Do they get new people to come to their restaurants? Traffic has been on the decline for the pancake chain for the last 10 quarters and its same-store sales only recently saw positive growth for the first time in seven quarters.
While IHOP has been able to get customers through the door early in the morning and late at night, it hopes that these new burgers will lure in diners during the pivotal lunch hour. So, they need to diversify their offering in some way. However, lunch sales have been in a decline over the last few years, as more workers eat their midday meal at their desks.
Schiffer called the marketing campaign "click bait on steroids," but praised it for garnering so much attention and free publicity. He called the campaign deceitful for making it sound like the company was doing a full rebrand, when it was just gearing up to promote one product.
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