BY ROY ALBERT ANDRADE, K1LLER, Inc.
GLENDALE, CALIFORNIA - Al Lapin Jr., restaurateur, founded the International House of Pancakes®, a family-operated restaurant, with his brother, Jerry Lapin, along with two other investors Al and Trudy Kallis on July 7, 1958 in Burbank, California. Fifteen years later, the International House of Pancakes® introduced the acronym IHOP, and has become an expert in all things breakfast, any time of day. The company began expanding through franchising in the 1960s, and now offers more than 1,750 IHOP restaurants around the world. To kick off the New Year, IHOP is offering its world-famous buttermilk pancakes – for just $3.99 now through February 11.
"There's no better way to celebrate the start of our 60th year in business than by offering our guests stacks and stacks of our world-famous Buttermilk pancakes at a great price," said Brad Haley, Chief Marketing Officer at IHOP. "Golden, fresh-off-the-griddle Original pancakes are the main reason why the International House of Pancakes has stood the test of time and grown to become one of America's largest Family Dining restaurant chains. So, as a big thank you to all of our guests, we're offering as many of our signature menu item as you can eat for just $3.99. It's kind of a birthday present for everyone to kick-off 2018!"
A new advertising campaign with a simple phrase: 'Pancakes, Pancakes, Pancakes' was developed by Droga5, IHOP Restaurants' newly appointed creative agency, and reflects the brands approach to its food. "IHOP is a brand that's always got pancakes on the brain, and believes that everything would be better if it were all just about pancakes," says Scott Bell, Executive Creative Director at Droga5. "Knowing this was the mindset, our priority going into this new integrated campaign was to capture this simple truth with three words: Pancakes, Pancakes, Pancakes."
Shawn W. Anderson