IHOP to the Grocery Store
IHOP is the latest foodservice operator to try its luck
in grocery stores. The restaurant chain announced a new line of premium frozen
breakfast items under the “IHOP at Home” brand.
The new line, which
includes Omelet Crispers, French Toast Stuffed Pastries and a Griddle ‘n
Sausage wrap, will initially be sold in over 3,000 Walmart locations in the
U.S. with plans to expand to other retailers.
According to an IHOP press release,
nearly 84 percent of breakfasts in the U.S. originate in the home. The company
is looking to extend its reach to consumers who are not visiting their restaurants
in the morning. There are currently over 1,500 IHOPs operating in the U.S.,
Canada, Guatemala, Mexico, Puerto Rico and the U.S. Virgin Islands.
“The driving force here is increased distribution. If I can get it to
you on the shelves, I don’t have to get you to drive to my restaurant
to try me,” Harry Balzer, chief food industry analyst with the NPD Group,
told the Los Angeles Times.
“There are 115 million households in this country, and all of them are
going to visit a grocery store or a supermarket this week,” Mr. Balzer
Video courtesy of IHOP
“The bottom line is, we are pretty good at breakfast, and we feel we
ought to be offering more folks quality IHOP breakfasts more of the time,” Jean
Birch, president of IHOP, told the Times.
Golden County Foods, a manufacturer
of private label foods for retail and foodservice, will distribute the IHOP
at Home line, according to the South Florida Business Journal.
- IHOP Raises the Breakfast Bar with New ‘IHOP at Home’ Retail
Line – IHOP
- IHOP expanding to Wal-Mart – Los Angeles Times/Glendale News Press
- IHOP Enters Retail Sales – South Florida Business Journal
Discussion Questions: How valuable is the “built-in advantage” restaurant brands ostensibly have when distributed in food stores? How should brands deal with consumer expectations of quality compared to menu items sold in the restaurant?