IHOP is set to finally debut its new fast-casual spinoff chain after being delayed due to the sudden onset of the coronavirus pandemic. The pancake chain has also had time to ponder its rollout strategy amid the pandemic and has used the extra time to adjust its initial rollout.
A growing preference for fast-casual style dining prompted Dine Brands
Initially, IHOP considered a more limited urban rollout; the company is now planning on opening locations in suburban neighborhoods. This approach mirrors other successful fast-casual chains such as Chipotle
IHOP's spinoff comes after similar successful moves by Bloomin' Brands
True to fast-casual form, Flip'd will essentially offer a slimmed-down "to go" experience. Customers can order various traditional menu items such as breakfast sandwiches and pancakes to go. Pre-packaged food items and drinks will be available for purchase as well.
The news doesn't seem to have motivated investors of Dine Brands much, as the company's stock has spent much of the week down. Dine Brands is down around 4% by market close on Friday compared to the opening price on Monday.