Behind the upgraded menu at Flip’d, IHOP’s fast-casual sibling

The bowls, sandwiches, salads and baked goods are designed for grab-and-go, but 60% of the business is dine-in.

Emerging Brands

Inside IHOP’s first Flip’d unit in NYC

The scaled-down spinoff will serve pancake bowls, burgers and more—mainly for takeout. It's the first of 10 slated for the Big Apple.

The lineup of seven cheesy sandwiches is targeted to the lunch, dinner and late-night crowd as well as off-premise customers.

In what the family chain describes as key hires, MIchael Kaufman has come aboard to focus on strategy and analytics, and Jacob Barden has moved over from Burger King to oversee development.

The first location will be what the chain's parent describes as a one-of-a-kind located in a truck stop.

The family chain intends to go slow in developing a program built on beers, wines and mimosas.

Meanwhile, parent Dine Brands is about to consider "all options to optimize shareholder return."

The sector’s biggest players indulged in considerable reinvention attempts as they felt the loss of breakfast and particular challenges at off-premise.

The family dining chain originally targeted urban areas for its Flip'd concept but is now expanding that to include the suburbs.

John Peyton, the new CEO of parent company Dine Brands, sees ample room for additions in the brands' "renaissance."

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