BREAKING NEWS August Complex: 152 structures destroyed in Trinity County Full Story
BREAKING NEWS Lassen County moves into less restrictive COVID-19 tier Full Story
SEVERE WX : Fire Weather Watch View Alerts
STREAMING NOW: Watch Now

IHOP is opening a fast casual restaurant called 'Flip'd'

Flip'd, a new fast casual restaurant by IHOP, will debut in 2020. Locations will include a build-your-own-pancake bar and chicken sandwiches.

Posted: Dec 11, 2019 10:17 AM


IHOP, known for booth seating, table service and, of course, pancakes, is trying something a little different — a new restaurant concept called Flip'd by IHOP.

The menu will include several IHOP-inspired items, like pancake bowls, egg sandwiches, breakfast burritos, crispy chicken sandwiches, to-go salads and more. But unlike IHOP meals, Flip'd offerings can be eaten on the go. And unlike IHOP restaurants, Flip'd locations have limited seating.

The fast casual concept, a first for IHOP, is the brand's attempt to break open a new category: fast casual breakfast. It's also a way for IHOP to reach customers in dense urban areas, where it still has room to grow.

IHOP is launching Flip'd during an increasingly competitive time for breakfast, a growing category in the fast food space. Wendy's recently announced that it will start serving breakfast nationally next year. Dunkin' has invested in new breakfast items and recently rolled out its Beyond Meat breakfast sandwich throughout the United States. McDonald's, Panera and others have made a play for breakfast customers.

But most to-go breakfast options aren't freshly prepared, notes IHOP president Jay Johns, who told CNN Business that he sees a "tremendous" opportunity in breakfast fast casual.

Johns, who became president of the brand in June, said that Flip'd can attract customers who find themselves picking up breakfast from coffee shops — even when they're not particularly enticed by the food options.

"The reason for the visit was the coffee, and they basically settled for whatever food they happened to have at their coffee shop," Johns told CNN Business. "We're flipping that on its head."

Flip'd locations are designed for people to drop in, pick up their food and go. Customers can also order online or cater meals through Flip'd. The restaurant will also sell espresso drinks and fresh-squeezed orange juice.

The to-go format should work well in cities, he said. The first Flip'd location will be in Atlanta, and Johns expects to open more in cities, including New York, Washington, Denver and San Francisco. For now, Johns isn't committing to a total number of Flip'd locations, but hopes that there will one day be "hundreds and hundreds and hundreds."

Johns noted that while there is demand for IHOP in cities, franchise operators have generally found it prohibitively expensive to open those restaurants — which are usually over 4,000 square feet — in urban areas. "Having a smaller footprint will be a better investment for them," he said. There are more than 1,700 IHOP locations in the United States.

For IHOP, new restaurants like Flip'd are part of a three-pronged growth plan. The chain is also targeting off-premise dining and promoting its non-breakfast food items — like burgers — to draw more customers into stores.

California Coronavirus Cases

Data is updated nightly.

Confirmed Cases: 790096

Reported Deaths: 15056
CountyConfirmedDeaths
Los Angeles2614466366
Riverside574191162
San Bernardino52649908
Orange522011128
San Diego44925760
Kern31509354
Fresno27769355
Sacramento21628383
Alameda20641374
Santa Clara20511297
San Joaquin19841415
Stanislaus16351337
Contra Costa15958201
Tulare15599256
Ventura12406143
Imperial11583314
San Francisco1080799
San Mateo9598143
Monterey955067
Santa Barbara8880110
Merced8750134
Kings743077
Sonoma7112114
Marin6591112
Solano617555
Madera439162
Placer348841
San Luis Obispo339327
Butte276435
Yolo275454
Santa Cruz22188
Sutter164210
Napa162613
San Benito131011
Yuba11187
El Dorado10734
Mendocino85118
Lassen7350
Shasta70914
Glenn5503
Nevada5116
Colusa5106
Tehama5094
Lake49210
Humboldt4856
Calaveras31114
Amador28616
Tuolumne2214
Inyo18714
Mono1652
Siskiyou1610
Del Norte1361
Mariposa752
Plumas490
Modoc240
Trinity150
Sierra60
Alpine20
Unassigned00
Chico
Few Clouds
84° wxIcon
Hi: 88° Lo: 59°
Feels Like: 84°
Oroville
Clear
89° wxIcon
Hi: 88° Lo: 60°
Feels Like: 89°
Paradise
Few Clouds
84° wxIcon
Hi: 81° Lo: 60°
Feels Like: 84°
Chester
Clear
78° wxIcon
Hi: 75° Lo: 46°
Feels Like: 78°
Red Bluff
Clear
85° wxIcon
Hi: 87° Lo: 59°
Feels Like: 85°
Willows
Few Clouds
84° wxIcon
Hi: 92° Lo: 55°
Feels Like: 84°
Air quality is looking a bit better this morning, and we'll be staying warm for your first afternoon of the fall season. We'll be a little cooler and have a chance for some showers on Thursday. Dry and hotter conditions return for your weekend.
KHSL Severe
KHSL Radar
KHSL Temperatures

Community Events