IHOP’s renaming experiment from 2018 may have been a disastrous stunt, but the company’s recent menu changes are causing people to rethink the “IHOB” name.
The chain, which is named after and primarily known for its pancakes, announced it will add cookies to its menu nationwide for the first time. The move comes as the company looks for new ways to attract customers in an increasingly competitive market.
“IHOP’s biscuit menu is a continuation of the evolution of our menu, offering us mouth-watering delicious treats any time of the day,” said Kieran Donahue, Chief Marketing Officer. in a statement. “IHOP’s out-of-store ordering continues to account for more than 20 percent of our business, and the brand is utilizing the updated biscuit menu to ensure guests can enjoy great food whether they’re eating in-store or grabbing a meal.”
The chain has sold cookies in some Southern markets for years, but this is the first time they will be available in all of its stores. IHOP offers several biscuit options, including buttermilk biscuits; a breakfast biscuit sandwich with bacon, American cheese, cheese sauce and eggs; a chicken biscuit sandwich with pickle slices and country gravy; and a fresh strawberry and cream biscuit filled with cheesecake Mousse, strawberries and syrup.
To kick off the sale, IHOP says the breakfast biscuit sandwich, along with spin-offs, will be available for $7 until Sept. 26.
Over the past few years, biscuits have grown in popularity with restaurants, in part because they’re a convenient on-the-go breakfast item. McDonald’s reaped huge gains when it launched an all-day breakfast menu, and Chick-fil-A’s breakfast offerings were hugely successful when it expanded across the country.