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IHOP’s Flip’d Targets On-the-Go Customers

Flip’d by IHOP is the rebooted fast-casual spinoff from IHOP. Multiple locations are planned to open in 2021. Look for Flip’d in suburban areas in New York, Kansas, and Ohio, and at high-end convenience stores like Kwik Stop and Minit Mart.

On-the-go customers can place their orders at digital kiosks or the counter.  Delivery and digital order pickup are available for off-premise customers.

Video Spotlight: IHOP opening new restaurant Flip’d (May 21, 2021, KPRC 2 Click2Houston)

This post is based on the Marketing Dive article, IHOP explores virtual brands, new loyalty program, by Alicia Kelso, August 6, 2021; the CNBC article, IHOP to launch new restaurant, Flip’d by IHOP, after rethinking pilot during pandemic, by Amelia Lucas, May 20, 2021; and the YouTube video in the Spotlight. Image source: Foodcollection.com/Alamy.

Discussion Questions:

1. What is the primary consideration for IHOP to launch Flip’d from a service design perspective?

Guidance: The primary service design consideration is customer satisfaction. Flip’d by IHOP is designed to target on-the-go customers with a fast-convenient appeal.  It is also designed to meet growing off-premise demand from customers who want delivery and digital order pickup.

2. What is the significance of Flip’d by IHOP’s location decisions?

Guidance: All of the Flip’d locations will be in suburban areas and inside high-end convenience stores to provide fast-convenient entrees such as pancake bowls, customizable sandwiches. burritos, as well as grab-and-go salads and sandwiches.

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