Family restaurant chain, IHOP is responding to the growing breakfast trend in the restaurant industry by launching a new advertising campaign that highlights its breakfast offerings.

Under the new tagline “IHOP: Everything You Love About Breakfast,” the initiative includes television, radio, digital and social media segments.

The Glendale-based brand -- a wholly-owned subsidiary of DineEquity, Inc. – will also feature summer-long promotions highlighting its breakfast foods, which are served at all hours of the day.

The campaign is a response to an uptick in breakfast business for the foodservice industry, company officials said.

“As more Americans return to the breakfast table, IHOP sees a huge opportunity to drive traffic to IHOP and delight guests with food that is authentic, familiar, and satisfying, any time of day,” said Natalia Franco, senior vice president of marketing, for IHOP.

According to Mintel Group Ltd., a UK-based market research firm, last year there was an estimated 2.1 percent growth in breakfast restaurant sales and a market value of more than $25 billion.

“Breakfast has been a notable trend in the restaurant industry as operators have either added breakfast platforms or revitalized breakfast offerings to counter declines in traffic and tepid consumer spending in the recession’s wake,” the firm stated in a February report.

Angela Melero