The restaurant chain continues to leverage new categories from its ‘largest menu evolution ever,’ launched earlier this year.
IHOP has had a busy year focused on menu innovation, including its “largest menu evolution ever” launched in early April. Today, that innovation continues with a limited-time lineup inspired by Warner Bros. Pictures’ Wonka, starring Timothée Chalamet and in theaters Dec. 15. IHOP's Wonka menu is available through Jan. 7 and includes nine offerings inspired by the whimsical movie:
Wonka’s Perfectly Purple Pancakes: Purple buttermilk pancakes layered with cheesecake mousse and topped with purple cream cheese icing, whipped topping and gold glitter sugar.
Hoverchoc Pancake Tacos: Three silver dollar chocolate pancakes folded and filled with chocolate chips, cheesecake mousse, sliced strawberries, and a chocolate drizzle. Served with extra strawberries on the side.
Daydream Berry Biscuit: A buttermilk biscuit split and filled with cheesecake mousse, a mixed berry topping, topped with purple cream cheese icing and powdered sugar.
Jr. Magical Breakfast Medley: One Wonka’s Perfectly Purple Pancake, one scrambled egg, one bacon strip and one pork sausage link.
Willy’s Jr. French Toast Dippers: Sliced French toast with a side of strawberries, banana and chocolate dipping sauce.
Dreamy Lemonade: Prickly pear-flavored lemonade served with a cream cheese icing rainbow sprinkle rim and topped with cotton candy.
Scrumdiddlyumptious Strawberry Hot Chocolate: Hot chocolate flavored with strawberry syrup, topped with whipped topping, a drizzle of chocolate sauce and gold glitter sugar.
Fantastical Wonka Burger: 100% USDA Choice Black Angus beef steakburger with lettuce, tomato, onion, pickles, four-cheese blend, avocado, two strips of bacon, fried hash browns, IHOP sauce and a ranch drizzle on a brioche bun. Served with choice of side.
“IHOP has established itself as a highly creative and collaborative theatrical partner in the family dining category, and the latest Wonka menu is the brand’s most creative partnership yet,” CMO Kieran Donahue said in a statement. “Every good thing in this world started with a dream, and we are excited to continue serving more joy to more people every day and bringing families together for breakfast, lunch or dinner with this innovative menu of original items, inspired by the story of Willy Wonka.”
Also through Jan. 7, kids 12 and under can eat free every day from 4-10 p.m., with the purchase of an adult entrée. The offer is for dine-in customers only.
IHOP’s continuous menu innovation this year has buoyed the brand’s performance while many of its casual dining peers have flattened or declined. In addition to the April launch, the company has also introduced a new biscuit menu, pumpkin spice cold foam brew, new waffles, Impossible Foods options and more. During a recent interview, John Peyton, CEO of parent company Dine Brands, said the menu refresh earlier this year helped create a springboard for promotions to drive trial and traffic.
“The menu is now current, broad, and appealing and I do believe that is part of what’s driving comp sales at the brand,” he said “We now have new categories that we’re able to leverage for unique, limited-time promotions and value offerings and then we're able to use our data to understand which items then become part of our core menu. Our plan is to leverage this menu and make it as well-known as possible.”
Contact Alicia Kelso at [email protected]
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