In 2018, as part of a publicity stunt to introduce its new line of cheeseburgers, IHOP changed its name briefly to “IHOb,” the lower-case b standing for “burgers.” The move failed to send the share price of Dine Brands Global, Inc., IHOP’s parent company, into the stratosphere, if that was the plan, but IHOP is seeking again to extend its brand with a new fast-casual concept called Flip’d.
According to a press release:
The new brand aims to fill a gap in the restaurant space by focusing on freshly-made breakfast foods and beverages with speed and convenience in mind, directly addressing a growing consumer demand in densely populated city centers. Popular lunch and dinner items, including the brand’s Ultimate Steakburgers and Buttermilk Crispy Chicken will also be available.
Flip’d will eschew table service in favor of kiosks and will feature to-go bowls of its signature buttermilk pancakes, as well as breakfast sandwiches, burgers, and a “hand-crafted espresso beverage for a good price.”
Currently, the handful of Flip’ds that have opened nationwide are open from 7 a.m. to 10 p.m., though the company is exploring the possibility of 24/7 service.
The first New York Flip’d yesterday in Flatiron at 110 East 23rd Street, near Park Avenue South.