IHOP to launch Flip’d by IHOP, after rethinking pilot during pandemic


Rendering of a Flip’d by IHOP location

Source: IHOP

IHOP will launch its fast-casual spinoff, Flip’d by IHOP, in July — more than a year after initially planned.

The Dine Brands chain first unveiled Flip’d in late 2019, positioning it as a way to win over consumers in busy urban areas. The first location was meant to open in Atlanta in April, but Covid appeared and spread across the U.S., inciting lockdowns and a pause on IHOP’s plans for the spinoff.

As consumers adjusted to ordering food online and off-premise sales soared, the pancake chain rethought its strategy for Flip’d. Now, rather than just targeting high-traffic city centers, IHOP plans to pilot the fast-casual locations in…


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