By George Anderson
Eric Brito doesn’t go to IHOP to get a salad, but the chain that made its reputation selling breakfast is hoping that even if he isn’t open to purchasing anything other than country fried steak and eggs, others will see the company’s restaurants as a place where they can go for a great tasting shrimp Caesar salad, brie sandwich or other lunch and dinner dish.
According to a report earlier in the week from the Los Angeles Times, IHOP rolled out its first major menu revamp in over ten years last month.
CEO Julia Stewart is counting on the new menu, a chain-wide remodeling program and a national advertising campaign to get consumers thinking of IHOP as a place to go for something other than pancakes and eggs.
Moderator’s Comment: Do you agree with IHOP’s current marketing direction? Regardless of whether you agree with the direction or not, what does the chain
need to do if it is to get current customers and those who aren’t currently patrons to think of the chain as some place to go for something other than breakfast? –
George Anderson – Moderator