IHOP has been experiencing a tumultuous time lately, facing multiple quarters of continuous same-store sales declines, with comparable sales down 2% in 2024 compared to the year prior.
To get its business back on track, IHOP abruptly shifted its offerings to simplify its menu and food preparation operation, introducing the new “Pancake of the Moment” promotion.
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Although this new promotion sounds delicious, it’s actually a rebranding strategy to end the beloved “Pancake of the Month” offering launched last year. This tradition featured a new or seasonal pancake every month of the year, creating excitement among breakfast fans nationwide while incentivizing customer frequency and providing perks for IHOP’s loyalty program members.
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The new “Pancake of the Moment” still promotes consumer engagement because it unveils a new pancake for a limited time. However, it won’t be as frequent as before since it will launch bimonthly.Â
The first Pancake of the Moment title was given to New York Cheesecake Pancakes, featuring IHOP’s iconic original pancake recipe filled with cheesecake bites and topped with glazed strawberries. These pancakes can be ordered as a regular or short stack and combo.
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IHOP’s strategic move to boost sales and simplify operations
This new strategic move aims to simplify IHOP’s menu while simultaneously making operations quicker and more efficient.Â
There seems to be a trend impulsed by new company leaders because, like Starbucks’ new CEO, Brian Niccol, IHOP’s new President, Lawrence Kim, has also expressed his desire to “return to the basics” to boost the breakfast chain’s growth since taking over the position in January.
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In 2024, IHOPÂ (DIN) Â focused on providing value to enhance its guest experience, which helped improve traffic during its fourth quarter. However, in 2025, IHOP is focusing on three key areas to drive sales growth and amplify brand loyalty. These include its breakfast offerings, value, and operations.
Most of IHOP’s food sales come from its breakfast items, especially its iconic pancakes, which made up 72% of total food sales during the fourth quarter of fiscal 2024.Â
“Working to reduce the complexity of our restaurant operations with a calendar that includes fewer product windows and leveraging upgraded technology in the front and back of house. We’re also simplifying food preparation procedures and optimizing operational workflow to increase table turns,” Kim said during an earnings call. “Our goal is to improve overall speed of service and franchisee margins, and these measures will help us continue to deliver the best-in-class experience that our guests expect from IHOP,” he added.Â
IHOP introduces new and exciting dishes to its menu for adults and kids
Although IHOP is introducing this new promotion to achieve its simplifying strategy, it has recently added new menu items and completely revamped its Kids Menu offerings. Â
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IHOP recently added an entirely new Banana Foster line of pancakes, crepes, and French toast to its core menu, with multiple breakfast combos to give customers more value for their money. It also introduced a Watermelon Blast Lemonade and Pineapple Splasher to its beverage menu.Â
The Kids Menu got a whole makeover, with multiple new menu items for less than $7 each. These include the new Jr. Protein Pancakes, Happy Face Pancakes, Jr. Cupcake Pancakes, Silver 5 Pancakes, Jr. Waffle, Jr. French Toast Sticks, Jr. Cinnamon Dippers, Jr. Breakfast Quesadilla, Jr. Cheeseburger, Jr. Chicken Strips, and Kraft Mac & Cheese.Â
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