IHOP 2008 Annual Report Download - page 9

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7
system-wide menu innovation with new breakfast, lunch
and dinner items aimed at maintaining a menu full of new
and appealing items. Sales-driving initiatives including
enhanced dinner programs and advertising, optimized gift
card sales, unique promotional opportunities and events, as
well as our carryout program IHOP ‘n Go, will be additional
areas of focus in 2009. Through it all, we will emphasize
value to our guests as a means to successfully navigate the
challenging consumer landscape.
Improve Operations
Over the past year, we continued to raise the operational
standards of the IHOP system by rening our “A/B” operator
rating program. Our franchisees met the challenge, and now
nearly 90% of IHOP franchisees are rated as either an “A” or
“B” operator. A heightened focus on IHOP’s “Service as Good
as Our Pancakes” training platform has been embraced by
franchisees, resulting in meaningful improvements in guest
satisfaction. Increasingly, our focus now turns to technology
and other processes designed to improve franchise restaurant
protability, such as IHOP’s “Restaurant in a Box,” which
offers our franchisees and operators enhanced labor and food
management tools. These efforts will be complimented by a
rened and optimized eld organization to support improved
operational and sales performance throughout 2009.
Maximize Franchise Development
IHOP has a robust pipeline of franchise development with
more than 400 new IHOP restaurants committed to be
developed by franchisees and our Florida area licensee over
the next several years — in the U.S., Mexico and Canada.
Despite the economic environment, we expect the pace of new
IHOP franchise restaurant development will not materially
waver nor will our franchisees’ commitment to achieving
100% implementation of the brand’s current remodel package
system-wide by the end of 2009. Additionally, we plan
to evaluate brand extension opportunities, such as non-
traditional development and licensing, which could provide
additional avenues of growth for the IHOP brand.
Through a dedication to these core strategies over the past
several years, IHOP became number one in family dining
when you consider just about any measure. Now, we are well
on our way to developing an insurmountable lead in the
category as IHOP continues to perform meaningfully above
the competitive set.
The IHOP Management Team:
Jim Peros Acting President, Operations
Carolyn O’Keefe Marketing
Jess Sotomayor Franchise Development
Michael Mendelsohn Finance
Josie Williams Human Resources