IHOP 2008 Annual Report Download - page 8
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2008 was a milestone year for
IHOP not only with the brand
celebrating its 50th anniversary,
but also because it was the
year we became number one
in family dining.
When the Lapin family opened the rst International House of Pancakes in Toluca
Lake, California on July 7, 1958, little did they know that, ve decades later, the
restaurant they founded would become a true American icon. Today, IHOP is a 99%
franchised system with nearly 1,400 IHOP restaurants in 49 states, Mexico and
Canada. IHOP is now the leader in family dining with our system generating
total sales higher than any other competitor, a multi-year record of sustainable
same-store sales growth, annual franchise restaurant openings that signicantly
outpace the competition, and consumer brand awareness and guest satisfaction
scores that measure at their highest recorded levels.
Even in a difcult economic climate, IHOP continues to operate from a position
of strength due to the comprehensive brand revitalization and operational
improvement strategies we have implemented over the past several years. In our
efforts to create an insurmountable lead over our competitors, we are taking
each strategy to a higher level in 2009 and beyond.
Energize the Brand
In 2009, we will primarily rely on a limited-time offer marketing approach
supported by increasingly effective national advertising and media strategies
designed to deliver a differentiated message that will motivate guests to visit
IHOP restaurants. Our marketing efforts will be complemented with on-going
Fifty never
tasted so sweet.