Yesterday IHOP announced it’s getting into the crowded to-go breakfast game with Flip’d — a quick spot to grab made-to-order breakfast and coffee.
They’re launching a pilot in Atlanta in April and have tentative plans to open in other big cities like NYC, DC, Denver, and SF.
Flip’d’s menu will feature egg sandwiches, breakfast burritos, and a build-your-own pancake bar. They’ll also serve pancake bowls, which sounds like a feat of culinary engineering, but seems to be pancakes in a takeout container.
They’ll offer online ordering and are trying to court customers who grab a quick bite with their caffeine fix.
In the words of IHOP president Jay Johns, “Today, millions of Americans are settling for sub-par breakfast foods that are either microwaved or have been sitting under a heat lamp because they’re forced to grab something while at their usual coffee spot.” (Ahem, Starbucks.)
But Starbucks’s culture runs deep. It has 40% of the coffee shop market in the US, and it’s unlikely people will make two stops for b-fast and coffee. So Flip’d’s espresso drinks better compete with Sbux’s Cinnamon Roll Frappuccino.
Wendy’s will be serving breakfast in 2020, and Dunkin recently added new breakfast items, including a Beyond Meat b-fast sammie. McDonald’s took a swipe at Starbucks by releasing a cinnamon cookie latte for the holidays and added Donut Sticks to the menu. (Please don’t order those together.) Panera’s breakfast menu got a face-lift this year as well.
These heavy hitters may be investing more in meal #1 because industry reports say it’s a growing market.