IHOP 2012 Annual Report Download - page 12

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Today, we’re tapping into that affinity to keep IHOP
energized for the future. We’re in the process of
developing prototypes for a new system-wide remodel.
We’re also expanding internationally, by building upon
our success in Mexico, pursuing opportunities in Central
America and the Philippines and continuing to extend
our footprint into Southeast Asia and Canada. In the
Middle East, we achieved a milestone with the opening
of the first IHOP in Dubai. The opening was the result of
a development agreement between IHOP and the Alshaya
Group, which includes plans to open 40 new IHOP
restaurants across the region in the next several years.
Thus far, the Dubai IHOP is one of the most successful
IHOP openings in the brand’s history — proving that the
appeal of an American/IHOP-style breakfast can be
appreciated anywhere in the world.
Revitalizing the IHOP menu
We’re also focusing on ways to fine-tune every aspect
of the brand, in order to build guest interest and deliver
maximum value. It all starts with the menu. In 2012, we
initiated a menu redesign with an eye toward reducing
complexity, while improving ease of navigation. We’re
reengineering our core menu to provide unique offerings
that align with our mission to be guests’ first choice for
breakfast. To this end, we’ve been developing a pipeline
of exciting new offerings, while eliminating weaker
performers. We are also evaluating factors like price,
plating, portions and innovation, to deliver a more
appealing value proposition to guests. So what’s on the
menu? We’ve created a partnership with Quaker® Oats
to broaden the “Simple and Fit” category with a variety
of proprietary, branded IHOP offerings, and we have
rolled out a delectable new array of “Griddle Melts”
breakfast sandwiches in early 2013. And that’s just a
taste of things to come in the year ahead!
Over the last 54 years,
IHOP has achieved iconic
status as a beloved
breakfast brand around
the world.
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