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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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Vaughn A Kelly
Vaughn A Kelly
1 year ago

IHOP wants to reach on the go customers and with the recent pandemic, more and more people are used to not waiting in line to get their food, with said customers IHOP realizes that more people are ordering from home so they want to keep in that demand.

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