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Viewing report
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IHOP Concept Benchmark Analysis
Restaurant Research, LLC, Feb 2011, Pages: 11
Analysis of the IHOP restaurant concept provides readers with unique data and insight into this leading brand.
IHOP is the largest family chain which is distinguished by “world famous” pancakes that anchor its business model of serving breakfast throughout the day. The chain’s indulgent breakfasts continue to appeal to a customer base that views them as an affordable treat during difficult economic times. Notably, long-term sales growth has been trending down slightly over the years (even though they remain respectable compared to the competition) which suggests some sprucing to the LTO traffic drivers may be needed. Also, speed of service could always improve and more could be done to expand the low capacity dinner daypart. All-the-same, we believe this chain remains fairly well positioned with operational execution generally improving while the brand keeps on top of the facilities with an ongoing remodel program which operators can actually afford to implement because of IHOP’s healthy unit economics.
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