IHOP 2013 Annual Report Download - page 17

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13
and on the menu.
We advanced our commitment to healthy dining, enhancing
the “Unbelievably Great Tasting & Under 550 Calories™”
and Weight Watchers®-endorsed platforms by adding and
promoting new products like the Roma Pepper Steak and
Savory Cedar Salmon. We also launched an all-new Kids’
Menu that features a broad variety of entrees and side
items targeting both younger and older kid segments.
At IHOP,® we brought our theme, “Breakfast Anytime” to life
with several delectable new offerings—including Griddle Melt
Breakfast Sandwiches and Brioche French Toast. Griddle
Melts are new, differentiated, hand-crafted, made-to-order
breakfast sandwiches unique to IHOP, featuring artisan sour-
dough bread and fluffy omelets in three varieties: Spinach,
Roasted Red Pepper & Cheese; Bacon & White Cheddar;
and Ham & Egg. Brioche French Toast features thick, rich,
eggy brioche bread dipped in IHOP signature vanilla batter,
then grilled to perfection, in distinctive flavor combinations
such as Peaches & Cream, Berry Berry and a classic New
Orleans-inspired Bananas Foster. Both launches were
supported with promotional campaigns and have helped
give guests compelling reasons to visit IHOP, in order to try
distinctive new favorites for breakfast at any time of the day.
Streamlining and simplifying the menu
What’s better than breakfast at IHOP? Breakfast with
IHOP’s newly redesigned menu. In June 2013, we launched
a new menu across all of our domestic restaurants. Prior
to the launch, we conducted extensive development
and testing to ensure that the new menu offered easier
navigation and ordering; expanded guests’ perceptions of
the menu’s breadth; and helped introduce guests to new
choices. The new menu incorporates a fresh, more visual
approach with pictures for all entrees, and expresses the
brand’s voice and personality with fun comments from
a guest’s point of view integrated throughout. IHOP will
continue to print three versions of the menu throughout
the year, as we introduce new items and further refine
our offerings. How’s it working so far? After introducing
the newly redesigned menu in June 2013, IHOP has
outperformed the family dining segment in positive,
comparable same-restaurant sales.
10