This year, IHOP has transitioned away from its pancake-focused identity, broadening its appeal with lunch and dinner offerings and a pilot program featuring a beer and wine menu.

Despite the changes, the Glendale-based restaurant chain said breakfast remains its bread and butter.

“The ‘Bubbles, Wine & Brews’ menu is an example of our ongoing commitment to innovation and to meeting guests’ evolving needs. This includes providing desired beverages with meals as well as elevating the dining experience for everyday occasions like daytime brunch and evening dining,” Kieran Donahue, chief marketing officer at IHOP, said in an email to the Business Journal. “In fact, a ‘Drinks and Dining Survey’ we conducted revealed that 66 percent of guests and 58 percent of younger guests (ages 21-34) have been craving an alcoholic beverage to accompany some of their IHOP favorites.”


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