IHOP is well established as the largest player in the $1B+ family chain segment with 28% market share and the largest marketing budget. Although the brand is best known for award-winning, high margin pancakes (complimented by its never empty coffee pot & flavored syrups) and for putting an unexpected twist on “all things breakfast, any time of the day,” efforts to contemporize the brand include a pivot towards lunch, dinner & late night (to better leverage its 24×7 availability) and off-premise capabilities.

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