IHOP is adding more reasons for customers to visit more often, today announcing the launch of its Pancake of the Month program. The program features new flavors each month, as well as incentives for loyalty members who try all flavors.
Starting Feb. 1 and continuing on the first of each subsequent month, a new flavor will be available as a full stack, side, or as part of the pancake combo for the duration of the month. The program debuts with February’s chocolate strawberry pancakes, a nod to Valentine’s Day flavors, with four chocolate chocolate chip pancakes topped with cheesecake mousse, sliced strawberries, whipped topping, chocolate chips and a chocolate sauce drizzle.
“IHOP is the leader in breakfast, and this program demonstrates our continued efforts and commitment to innovation by providing guests with new ways to try classic favorites and menu trends,” Chef Arthur Carl II, vice president of culinary, said in a statement. “With Pancake of the Month, our culinary team got creative in the kitchen, and developed a lineup of new flavors that brings IHOP’s world-famous pancakes to guests in a fresh way. We had a lot of fun creating the Pancake of the Month flavors and think our guests are going to love trying the new stacks each month.“
IHOP is adding an extra incentive for guests to try each of its Pancake of the Month flavors, with a new annual loyalty challenge for International Bank of Pancakes members. The incentives include:
- Order the Pancake of the Month two or more times in a month to earn 10 PanCoins for that month.
- Order the Pancake of the Month at least once each month for the entire year and receive 100 bonus PanCoins.
IHOP has had a busy year of menu innovation, including its “largest menu evolution ever” launched in April 2023. The continued innovation has lifted the brand’s performance, while many of its casual dining peers have flattened or declined.
Additionally, IHOP has had much success with its loyalty program in the year and a half since its launch, and the program now includes 7 million members. During parent company Dine Brands’ Q3 call in November, CEO John Peyton said the brand’s comp sales growth was fueled by continued menu innovations and data gathered from the loyalty program that “enables us to methodically plan promotions and menu offers that most likely appeal to our guests.” He added that the menu/loyalty work has also helped IHOP gain traction among younger consumers.
Contact Alicia Kelso at [email protected]