IHOP® Unveils Three New, All-Natural, Black Angus Beef Pancakes (Which Are Actually Burgers)

One Year after IHOb Campaign Sensation, the Brand Listens to the
Internet and Sticks to What it Knows Best: Pancakes

GLENDALE, Calif.–(BUSINESS WIRE)–Last year, IHOP introduced the award-winning IHOb – for burgers –
advertising campaign and the Internet had a lot to say about it. It told
IHOP to stay in their lane. To stick to pancakes. So, this year, IHOP is
taking the Internet’s advice by calling their new Steakburgers
“Pancakes.”

Launching today, the line-up of all-natural, 100% USDA Choice, Black
Angus beef Pancakes features three new, enticing flavors: The Garlic
Butter “Pancake”, The Loaded Philly “Pancake”, and The Big IHOP
“Pancake”, a “Pancake” with a pancake in it. The Big IHOP Pancake
Burger includes a hot, fluffy, cheddar cheese pancake layered between
two juicy beef patties, melted American cheese, crisp bacon and
house-made IHOP sauce, but it’s only available for a limited time. Each
“Pancake” is made with all-natural, 100% USDA choice, Black Angus beef,
smashed on the grill to sear in the juices, hand-seasoned and piled high
with premium ingredients. And, for a limited time, all Pancakes (we mean
Steakburgers) will be served with unlimited fries, starting at $6.99*.

That’s right, IHOP is following up on last year’s successful Ultimate
Steakburger launch with a playful twist that again shows that it takes
its burgers as seriously as it takes it pancakes. After temporarily
changing its name to IHOb – for The International House of Burgers – a
heated debate across social media ensued, with some die-hard pancake
fans taking to Twitter to make it known that they wanted IHOP to “stay
in its lane.” So, this June, the brand is, in fact, sticking to pancakes
by renaming its Ultimate Steakburgers for a limited-time with a line-up
that includes:

• The Big IHOP Pancake (Burger): A world-famous buttermilk
  pancake griddled with Cheddar cheese and layered between two premium
  Steakburger patties, then topped with American cheese, custom-cured
  hickory-smoked bacon and house-made IHOP sauce.
• Garlic Butter Pancake (Steakburger): Topped with savory
  house-made Gilroy garlic butter, custom-cured hickory-smoked bacon,
  White Cheddar cheese, fresh lettuce, tomato, onion and mayo.
• Loaded Philly Pancake (Steakburger): Piled high with sautéed
  onions and peppers and smothered with melted White Cheddar cheese and
  Cheddar cheese sauce.

“When we launched our new Ultimate Steakburgers last year, what better
way to show the world that we take our burgers as seriously as we take
our pancakes than by announcing that we’d be changing our name to IHOb …
temporarily,” said Brad Haley, Chief Marketing Officer at IHOP. “That
was hard for a lot of people to accept since they’d always known IHOP
primarily as the breakfast and pancake place, so they took to social
media to tell us – often in no uncertain terms – to stay in our lane and
stick to pancakes. But we made our all-natural, 100% USDA Choice, Black
Angus beef Steakburgers good enough to stand up to the best burgers out
there and we sold a lot of them: initially four times what we sold
before, and they are still selling double what we sold before. So, we’re
listening to the Internet this year by calling our new Steakburgers
‘Pancakes.’ And, so many people asked us why we didn’t have a pancake
burger last year that we’ve even added a ‘Pancake’ with a pancake in it:
The Big IHOP Pancake … Burger.”

In addition to referring to their new burgers as “Pancakes,” IHOP is
taking things a step further by creating a digital experience that aims
to get reluctant burger-lovers onboard with their new approach.

“There were over 3.3 million tweets about #IHOb last year, and some of
them weren’t very nice,” Haley added. “So, our lead creative agency,
Droga5, created a digital experience to engage last year’s naysayers and
convert haters into eaters. Those who tweeted something, shall we say,
unkind last year may find that they’re on The Bancake List, an
aggregated list of Twitter users who tweeted at IHOP to stay in its
lane. Fortunately, there is a way to get off The Bancake List – all they
have to do is tweet something nice about IHOP’s Pancakes/Burgers, and
they’ll be removed from the list. To make it even easier, we’re
providing very funny options people can choose from if they don’t want
to create their own and, best of all, they could even be rewarded with a
token of the brand’s appreciation. Users can visit BancakeList.com to
find out whether they or their friends are on The Bancake List, and how
to get off of it. Of course, we’ll also be engaging many of those guests
who were instant fans of our Steakburgers last year.”

The new Steakburger line-up joins IHOP’s original burger flavors,
including The Classic, The Classic with Bacon, Mega Monster, Cowboy BBQ,
The Big Brunch and Jalapeno Kick. Pancakes – the meaty kind or the
fluffy kind — are both best enjoyed with IHOP’s new House-Made
Milkshakes. Recently introduced at all IHOP restaurants, House-Made
Milkshakes are made with hand-scooped, premium, natural vanilla ice
cream, with real milk and whipped topping, and are available in five
craveable flavors: HERSHEY’s Chocolate, Strawberry, OREO® Cookie,
Cold-Brew Coffee and Vanilla.

Guests can visit IHOP.com
to find their nearest IHOP restaurant and learn more about the new
lineup of all-natural, 100% USDA choice Black Angus ‘Pancakes’ and to
see if they are on The Bancake List.

*Price and participation may vary. Offer only available for a limited
time. Dine-in only.

**A select number of rewards will be available. Participating in or
being listed on the Bancake website does not guarantee a prize.

OREO® and the OREO® Wafer Design are trademarks of Mondelez
International group, used under license.

The HERSHEY’S trademark is used under license from The Hershey
Company.

ABOUT INTERNATIONAL HOUSE OF PANCAKES, LLC

For over 60 years, IHOP has been a leader, innovator and expert in all
things breakfast, any time of day. The chain offers 65 different
signature, fresh, made-to-order breakfast options, a wide selection of
popular lunch and dinner items, including Ultimate Steakburgers. IHOP
restaurants offer guests an affordable, everyday dining experience with
warm and friendly service. As of December 31, 2018, there are 1,831 IHOP
restaurants around the world, including restaurants in all 50 states and
the District of Columbia, Puerto Rico and Guam as well as Canada,
Mexico, Guatemala, Panama, Lebanon, the Kingdom of Saudi Arabia, Kuwait,
the United Arab Emirates, Bahrain, Qatar, Thailand and India. IHOP
restaurants are franchised by affiliates of Glendale, Calif.-based Dine
Brands Global, Inc. (NYSE: DIN).

Contacts

Sami Newman
DeVries Global
+ 1 212-546-8510
SNewman@devriesglobal.com