In an effort to attract inflation-weary restaurant-goers, IHOP is joining its peers in the industry through its new all-you-can-eat pancakes offer that costs just $5.
The deal started on Wednesday and will run until Sept. 15. It is available to dine-in customers only and is only available at locations in the United States.
Customers who choose the all-you-can-eat flapjack deal will get a full stack of five buttermilk pancakes, followed by an additional order of two, on an as-requested basis.
IHOP shared in a press release with CBS News that it usually launches the promotion at the beginning of every year but chose to offer it during the start of the back-to-school season as a way “to help families when schedules are tight, and wallets are pinched from shopping.”
The last time the all-you-can-eat deal was offered by IHOP was August 2023, when it celebrated its 65th anniversary.
IHOP now joins the growing list of restaurants and fast-food chains to offer a meal deal to consumers. Most notably, McDonald’s has been offering a $5 value meal to bring back foot traffic.
Other chains to offer deals include Starbucks, Wendy’s, Burger King, and Taco Bell, all within $5-$7.
In May, the CEO of Dine Brands, which owns IHOP and Applebee’s, told CNBC that casual restaurants were seeing a decline in low-income consumers.
During the first quarter of 2024, IHOP appeared to be struggling, as company records show its same-restaurant sales declined 1.7% year over year.
In its most recent earnings report, the company said that the decline was a direct correlation to “a decrease in traffic.”
The return of the unlimited flapjack meal also comes as IHOP announces that it will work with Kraft Heinz to sell IHOP branded syrup in grocery stores nationwide.
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