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IHOP puts customization front and center with new Choice menu

The updated focus allows guests to build their own meals for breakfast, lunch and dinner any time of day.
Options on Choice menu
IHOP's new Choice menu offers many options for customization with breakfast, lunch and dinner items. /Photo courtesy of IHOP

IHOP debuted a new Choice menu Monday, giving guests more opportunities to customize breakfast, lunch and dinner, any time of day.

“Internal research continues to show that IHOP guests love the option of choice, so we are providing them with everything they need to modify their meals based on cravings, build their own plates or branch out and try something new,” said CMO Kieran Donahue in an email to Restaurant Business. “By highlighting our choice options even more on our menu, we are showing guests there is always a new, fresh meal to create any time of the day at IHOP.” 

The rise in to-go orders is the rationale behind the timing of the Choice menu.

“With off-premise continuing to make up over 20% of our sales mix and becoming a large part of business since the pandemic, we made it even easier for guests to customize their orders through our new mobile app and website,” said Donahue.

The app now includes a visual customization process to overcome any digital challenges.

A combined 80% of IHOP online and in-restaurant orders are now customized, and the Choice menu makes it easier for dine-in customers to build their own meals, too.

The Griddle Combos offer the most flexibility and have become the most popular platform for customization. There are more than 20 breakfast griddle options to choose from as a base, including buttermilk pancakes, crepes and French toast. Guests can add eggs, breakfast meats and assorted toppings.

Steakburgers and Chicken Sandwiches also offer opportunities for creative customizing. Starting with a Black Angus burger, crispy chicken breast or grilled chicken breast, guests can add cheese, bacon, pickles, chilies, sauces and more.

Perhaps the most flexible benefit is that the Choice menu is available across all dayparts, allowing customers to build their own meals from the breakfast, lunch and dinner options any time of day. It’s possible to have pancakes for dinner and a chicken sandwich for breakfast.

IHOP Pumpkin Pancakes

IHOP is menuing Pumpkin Spice Pancakes as a limited-time seasonal offer. /Photo courtesy of IHOP

Coinciding with the launch of the Choice menu, IHOP also debuted two limited-time offers: Pumpkin Spice Pancakes in several combos and Scary Face Pancakes for kids.

“The Choice menu is a permanent IHOP menu fixture,” said Donahue. “Choices will continue to expand as IHOP adds more items to the menu, including seasonal and LTO items that the brand will introduce this holiday season.”

With inflation continuing to impact consumer spending, several family-dining chains are starting to market value meals. IHOP is running a value offer of its own from Sept. 6-Oct. 2. “It will include the brand’s iconic 2X2X2 for just $5, available all day for dine-in only,” said Donahue. 

To promote the Choice menu to younger consumers, IHOP has teamed up with Xbox to offer International Bank of Pancake loyalty members exclusive Xbox-inspired meal combos. Also on offer is a one-month Xbox Game Pass Ultimate trial, Forza Horizon 5 Premium Add-Ons bundle and full game download codes for Grounded.

 

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