IHOP’s patrons tend to be between 20 and 35 years of age and these consumers seek more choices; more options of foods they crave and are in the mood for. Does it make sense for IHOP to expand their menu items to attract consumers during non-pancake occasions (lunch and dinner)? Totally! How can IHOP expand its menu options while staying true to its core competence?
Millennial consumers (adults 20-15 years old) are also very demanding, when dining out they are looking for unique flavors and experiences. If they are looking for a great burger they may choose to go to In-N-Out or Shake Shack, and if they wanted great pancakes they might go to IHOP or The Original Pancake House. Who goes to McDonald’s to order apple slices? Who will go to IHOP to eat a traditional burger?
The IHOb effort may provide a short-term boost in brand awareness and social media noise. But unfortunately, it doesn’t do anything to build the brand. Hardly will drive consumers to eat a hamburger at IHOP. IHOb is merely a fun gimmick for creative ad agencies, and it gives professionals the opportunity to talk about in industry forums and blogs.
Let’s talk about brand differentiation. IHOP’s new Ultimate Steakburger comes with unlimited fries and a drink for $6.99, while In-N-Out’s Double Double meal is $6.60. Is “unlimited fries” differentiated enough? Does it provide added value to consumers? Red Robin offers unlimited steak fries if I’m not mistaken. Would it make sense to order the Ultimate Steakburger with a side of pancakes?
How can IHOP expand its menu options while staying true to its core competence?
I would like a try a new Pancake Burger. I may satisfy my desire to explore new flavors, while delivering on the notion of “world famous pancakes” all day.
Millennial consumers (adults 20-15 years old) are also very demanding, when dining out they are looking for unique flavors and experiences. If they are looking for a great burger they may choose to go to In-N-Out or Shake Shack, and if they wanted great pancakes they might go to IHOP or The Original Pancake House. Who goes to McDonald’s to order apple slices? Who will go to IHOP to eat a traditional burger?
The IHOb effort may provide a short-term boost in brand awareness and social media noise. But unfortunately, it doesn’t do anything to build the brand. Hardly will drive consumers to eat a hamburger at IHOP. IHOb is merely a fun gimmick for creative ad agencies, and it gives professionals the opportunity to talk about in industry forums and blogs.
Let’s talk about brand differentiation. IHOP’s new Ultimate Steakburger comes with unlimited fries and a drink for $6.99, while In-N-Out’s Double Double meal is $6.60. Is “unlimited fries” differentiated enough? Does it provide added value to consumers? Red Robin offers unlimited steak fries if I’m not mistaken. Would it make sense to order the Ultimate Steakburger with a side of pancakes?
How can IHOP expand its menu options while staying true to its core competence?
I would like a try a new Pancake Burger. I may satisfy my desire to explore new flavors, while delivering on the notion of “world famous pancakes” all day.
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