Retail

IHOP: Back On Brand And Embracing Delivery

IHOP, having officially moved on from its foray into becoming a burger joint, is now moving into the wild world of food delivery. Whether the customer is hankering for breakfast or lunch, IHOP will make sure it gets to their door.

The new program comes care of a partnership with DoorDash.

The chain, once known as the International House of Pancakes – and, more briefly as IHOb (the International House of burgers) – is rolling out delivery today, in partnership with DoorDash. The move comes as IHOP is celebrating its 60th birthday.

The addition of delivery services comes as an extension of the restaurant’s IHOP ‘N Go platform, which is centered on speeding up consumers’ pancake experience. IHOP ‘N Go also contains order-ahead capability and IHOP’s mobile app (the international app of pancakes?). The DoorDash delivery addition will include 300 IHOP restaurants across the nation. As of yet, pricing has not been announced.

“This is really the next step in our broader strategy that we started working on about two years ago with going after the off-premise occasion,” said IHOP President Darren Rebelez. “We were hearing from our guests that they wanted to enjoy IHOP food at home or wherever else they wanted to go.”

Order-ahead has been the trendy move for restaurants, particularly quick-service places like IHOP. Consumers clearly like the option: According to data from the NPD Group, revenue from food deliveries is up 20 percent in the past five years, while the number of deliveries in that time has increased by 8 percent.

And though others have gotten into the home delivery game faster than IHOP – Panera has been delivering for almost a year – Rebelez said that IHOP is far from “late to the party.”

“We weren’t necessarily interested in being the first to do it,” he said. “We just wanted to make sure we did it right.”

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