IHOP makes first move into Asia Pacific region

IHOP is moving into the Asia Pacific region for the first time with a franchise agreement that will bring the brand to the Philippines and opens the door to neighboring countries, parent company DineEquity Inc. said Wednesday.

The company has signed a franchise agreement with InterDine Corp., which plans to open 20 IHOP restaurants in the Philippines over five years. The first is scheduled to open later this month in Global City, Taguig, a lifestyle, retail and dining hub in Metro Manila.

Under the agreement, InterDine also has the opportunity to bring the brand to Malaysia, Taiwan, Thailand, Singapore and Vietnam.

InterDine is a subsidiary of Global Restaurant Concepts Inc., which also operates other U.S. restaurant brands in the Philippines, including California Pizza Kitchen and P.F. Chang’s China Bistro.

Julia Stewart, DineEquity’s chair and chief executive, said, “Extending the unique IHOP experience into the Asia Pacific region has long been part of our vision. But the key to achieving that goal was finding the right franchisee who had the necessary experience in the area and who shared the same commitment to excellence and putting our guests first that IHOP’s reputation has been built on.”

With InterDine, she added, “We have found the perfect fit to bring our restaurants to this new region and extend our global brand.”

As part of the expansion plan, InterDine is planning to open a hospitality training school at its headquarters in the Philippines, DineEquity said.

“We are absolutely thrilled about bringing IHOP to the Philippines and Southeast Asia,” said Archie Rodriguez, chief executive and president of Global Restaurant Concepts. “IHOP is an iconic brand, and it truly echoes wonderful memories for people who have experienced dining there before. We are eager to share the same experience with families and diners in the region.”

The move into the Asia Pacific region is part of an ongoing expansion of IHOP overseas.

In August 2012, the first IHOP opened in Dubai as part of a 40-restaurant development agreement with M.H. Alshaya Co., which plans to bring the brand to Kuwait, Saudi Arabia, Jordan, Lebanon, Qatar, the United Arab Emirates, Oman, Bahrain and Egypt.

With 1,565 units at the end of the September-ended third quarter, the IHOP chain also included restaurants in all 50 states of the U.S., as well as Canada, Guatemala, Mexico, Puerto Rico and the U.S. Virgin Islands. The opening in Manila will bring the number of international locations to 45.

Contact Lisa Jennings at [email protected].
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