IHOP to Launch a Chain of Takeout and Delivery Kiosks Called Flipd

IHOP is launching a new concept called Flipd which focuses on takeout and delivery. No dining room. Just pancakes to go.

The pandemic accelerated every restaurant chains delivery strategy but IHOP is going further by creating an entirely separate brand. Flipd will operate from smaller footprints optimized for off-premise orders.

Restaurant Business reported on the new concept and its strategic rationale.

The menu will feature IHOP favorites packaged for travel. Whether pancakes actually travel well is a valid question but theyre clearly betting people will order them anyway.

Food industry economics have shifted permanently toward delivery and chains are adapting or dying.

Ghost kitchens and delivery-focused concepts are popping up everywhere. IHOP is late to the party but they have brand recognition that purely virtual brands lack.

The challenge is maintaining quality. Hot food going into a bag going into a car going to your door has a lot of opportunities to become sad food. IHOPs execution will matter.

Flipd locations will be cheaper to open than full restaurants which lets them expand faster into areas that cant support a full IHOP. Thats the real strategy here.

Concept announced 2021