IHOP unveiled Monday a new logo for the first time in two decades, the latest move in an ongoing refresh of the 57-year-old brand.
The new logo has a cleaner, more modern look, with a prominent smile, and retains the previous version’s blue and red color scheme. The logo appeared earlier this year in the chain’s reveal of a new prototype design that it is testing at 28 restaurants.
“Our guests have told us for many years that coming to IHOP, and in many cases just thinking about our world-famous pancakes, makes them smile,” said Kirk Thompson, IHOP vice president of marketing. “We believe this new logo captures the essence of the IHOP experience, which consistently delivers our guests not only craveable food, but also great memories shared with family and friends.”
To celebrate the new logo, the company is planning a “Summer of Smiles” series of events that will celebrate people who help bring smiles to their communities.
The first event, in June, is a “Monumental Pancake Lunch” for 6,000 people at the Kiwanis International Convention in Indianapolis to spotlight the group’s 100 years of service to children and communities in more than 80 countries.
The logo, which will appear on the chain’s menu, website, mobile app, and in advertising and signage at select restaurants, comes as IHOP rides a wave of momentum.
Domestic same-store sales for the first quarter ended March 31 rose 4.8 percent, its eighth consecutive quarter of positive same-store sales and third straight quarter of increases in traffic.
In 2014, IHOP reported its strongest results in a decade, with domestic systemwide same-store sales rising 3.9 percent for the year.
The company has been working to improve restaurant operations. IHOP redesigned its menu in 2013, which has prompted guests to buy more appetizers and higher-priced dishes. Menu innovations like Criss Croissant waffles, made with croissant dough, as a limited-time offer earlier this year have helped boost sales.
In April, the Glendale, Calif.-based chain, a subsidiary of DineEquity Inc., named former 7-Eleven Inc. executive Darren Rebelez president.
As of March 31, IHOP had 1,650 restaurants across the U.S., as well as Canada, Guatemala, Mexico, Puerto Rico, the United Arab Emirates, Kuwait, Saudi Arabia, Bahrain, the Philippines and the U.S. Virgin Islands.
Contact Lisa Jennings at [email protected].
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