IHOP 2012 Annual Report Download - page 13

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Every year, National Pancake Day brings us
together as a company to create a brighter
future for children and families across the
nation. On IHOP’s seventh annual National
Pancake Day in 2012, we achieved a new
fundraising record, raising more than $3
million in donations for Children’s Miracle
Network hospitals and other local charities.
To date, IHOP has raised more than $10
million in donations since the first National
Pancake Day in 2006.
For children and families in need, these
donations translate into comfort, happiness
and hope. On National Pancake Day, dreams
also come true on a more personal scale.
After wrapping up the latest National Pancake
Day on February 5, 2013, newly crowned Miss
America, Mallory Hagan, shared this story:
“There was a young girl [at Children’s Hospital
Los Angeles] who was not having the best
day. It was really great to sit down and talk
with her, [and] to see that by the time that I
left, she was in better spirits. That’s really
what this is about for me. To be part of the
Children’s Miracle Network Hospitals where
we have an opportunity to go and provide
better care for these kids, just by raising
money and by walking around with a shining
hat on has been an experience that is
unforgettable.”
Caring for the communities we serve is one
of our most treasured commitments as an
organization — whether it’s DineEquity team
members donating time, or the generosity of
our franchisees and guests.
Raising spirits on
National Pancake Day
Achieving operations excellence
Another critical ingredient in IHOP’s success is the guest
experience. Today, we’re collaborating with franchisees
on strategies to simplify current operational processes
in order to improve both the service experience and the
bottom line. In support of this, we’re evaluating and
implementing new menu offerings, as well as technology
and service delivery platforms that can lower complexity
in the back-of-the-house, streamline ordering and table
service for guests, and maximize profitability. To promote
consistency among franchisees, we’re supporting these
operational excellence measures by providing more
comprehensive training and follow-up for restaurant staff.
Maximizing the impact of advertising and media
We’re also devising
compelling new advertising
messaging and media
strategies that will entice
guests to visit their local
IHOP restaurants.
In 2012, we developed a new brand promise, along with
a tagline that leverages the heritage of the IHOP brand:
“Everything you love about breakfast.” We also began
rolling out a new advertising strategy, starting with a
testimonial campaign that will introduce the pipeline of
new offerings debuting in 2013. As we do so, we’re
expanding our reach and frequency of interaction with
guests, with a media plan designed to penetrate today’s
competitive landscape in a meaningful way. We made
significant progress in the digital advertising space in
2012 with the launch of the new IHOP.com website,
which leverages interactive elements and social media
to stimulate and capture guest interest. Going forward,
we’ll be expanding on the success and momentum
we’ve built in 2012 with robust activity across digital
and social media in 2013 and beyond.
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