IHOP
IHOP is an American multinational restaurant brand known for pancakes and other all-day breakfast foods.
Last updated August 26, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
IHOP, short for International House of Pancakes, is an American restaurant chain specializing in pancakes, waffles, French toast, omelettes, breakfast platters, and related comfort-food offerings. Although breakfast remains the brand's defining category, its restaurants also sell burgers, sandwiches, salads, fried chicken, beverages, and other lunch and dinner items. The chain is positioned as an accessible, family-oriented, full-service restaurant with a strong emphasis on generous portions, customizable breakfast combinations, and extended operating hours. The brand began in the Los Angeles area in 1958. Brothers Jerry and Al Lapin and commercial artist Albert Kallis founded the business with assistance from Sherwood Rosenberg and William Kaye. The first restaurant opened on July 7, 1958, in Burbank, California. Early restaurants were associated with a distinctive steep-roofed A-frame design and blue roofs, a visual identity that continued to appear in the chain's real-estate portfolio for decades. The company initially used the full name International House of Pancakes, but in 1973 adopted IHOP as a shorter marketing name. The acronym and the full name have remained interchangeable in brand usage. IHOP expanded beyond pancakes as the American family-restaurant market developed. During the 1970s and 1980s, its menu broadened to include lunch and dinner dishes, allowing restaurants to serve customers throughout the day and compete more directly with chains such as Denny's. The brand also developed nontraditional formats, including IHOP Express locations in airports, travel centers, school campuses, military food courts, and other high-traffic settings. Most restaurants are operated by independent franchisees or area licensees rather than directly by the parent company. The company experienced several ownership and corporate-structure changes. In the 1970s, International Industries was reorganized and became associated with IHOP Corporation. The business was acquired by Wienerwald Holding in 1979, but Wienerwald later entered Chapter 11 bankruptcy proceedings. IHOP was subsequently sold to SVIDO in 1983. The most consequential modern transaction occurred in 2007, when IHOP acquired Applebee's in an all-cash transaction valued at approximately $2.1 billion. After the acquisition closed, the corporate entity changed its name to DineEquity in 2008 and later became Dine Brands Global. IHOP and Applebee's have since operated as sister brands under that parent company. IHOP's international development has relied heavily on franchise and area-license agreements. The chain expanded into the Middle East through an agreement with M.H. Alshaya, and later entered markets in Central and South America and Asia. The brand's international presence includes restaurants in the Americas, the Middle East, South Asia, and Southeast Asia, with local operating structures varying by market. Marketing has played a central role in maintaining IHOP's cultural visibility. A 2015 logo redesign introduced a curved element beneath the central letters to suggest a smile. In 2018, the company temporarily promoted a name change from IHOP to IHOb, creating substantial social-media speculation before revealing that the campaign was intended to spotlight hamburgers. The stunt illustrated the brand's attempt to broaden consumer perceptions beyond breakfast while preserving its association with pancakes. IHOP remains an active franchised restaurant brand whose core identity is built around breakfast, family dining, and recognizable menu promotions.
History
IHOP was established in the Los Angeles region in 1958 by brothers Jerry and Al Lapin and commercial artist Albert Kallis, with assistance from Sherwood Rosenberg and William Kaye. Its first restaurant opened in Burbank, California, on July 7 of that year. The early chain developed a recognizable A-frame restaurant design with steep roofs, often painted blue, creating a visual signature that remained associated with the brand even after newer building formats became more common. The company originally operated under the name International House of Pancakes. In 1973, it shortened the public-facing name to IHOP, partly to create a more memorable marketing identity. During the same period, advertising used a cartoon kangaroo. The full name and acronym subsequently became interchangeable in ordinary brand usage. Corporate ownership changed repeatedly during the following decades. In 1976, International Industries was reorganized under the IHOP name, and IHOP Corporation became a holding structure connected with restaurant businesses including Love's Wood Pit Barbecue and Original House of Pies. The latter was sold soon afterward. Wienerwald Holding acquired IHOP in 1979, but Wienerwald later sought Chapter 11 bankruptcy protection. IHOP was sold in 1983 to SVIDO, an owner without a previous restaurant operating history. The chain gradually expanded its menu beyond pancakes. During the 1980s, it added more lunch and dinner choices, including the kinds of burgers, sandwiches, and salads commonly associated with American family restaurants. This broadening allowed IHOP restaurants to remain relevant beyond the traditional breakfast daypart. The company also developed franchise-based growth and eventually created smaller IHOP Express restaurants for airports, travel centers, campuses, military facilities, and other locations where a conventional full-service restaurant might not be practical. In July 2007, IHOP announced its plan to purchase Applebee's in a transaction worth approximately $2.1 billion. The deal was approved by Applebee's shareholders and closed on November 29, 2007. IHOP stated that many company-owned Applebee's restaurants would be converted to franchise operations. In June 2008, the corporate entity changed its name to DineEquity, reflecting the enlarged portfolio. The parent later became Dine Brands Global, with IHOP and Applebee's continuing as its principal restaurant brands. IHOP expanded internationally through franchise and area-license arrangements. M.H. Alshaya helped develop the brand in the Middle East, where restaurants opened across several countries. IHOP also entered Central and South America and selected Asian markets. The brand's restaurant base has remained overwhelmingly franchised, although area licensees operate some international locations. Brand marketing has periodically emphasized innovation and repositioning. A 2015 logo update simplified the visual identity and added a smile-like curve. In 2018, IHOP staged a temporary change to IHOb to promote hamburgers, generating extensive public discussion before the campaign's product message was disclosed. In 2019, it announced Flip'd, a proposed fast-casual format intended to serve portable or contemporary breakfast and comfort-food items. Dine Brands later explored co-branded Applebee's-IHOP restaurants, including international prototypes. Through these initiatives, IHOP has sought to preserve its breakfast leadership while expanding occasions, formats, and geographic reach.
- 2019
Flip'd concept announced
[1]IHOP announced a planned fast-casual concept called Flip'd.
- 2018
IHOb hamburger campaign
[1]A temporary IHOb identity was used to draw attention to the burger menu.
- 2015
Logo redesign
[1]IHOP launched a simplified logo featuring a smile-like curved element.
- 2011
IHOP Express begins operations
[1]The chain introduced an Express format for high-traffic and nontraditional sites.
- 2008
Corporate entity becomes DineEquity
[1]The post-acquisition holding company changed its name from IHOP Corporation to DineEquity.
- 2007
Applebee's acquisition closes
[1]IHOP completed its approximately $2.1 billion purchase of Applebee's on November 29.
- 1983
IHOP is sold to SVIDO
[1]IHOP Corporation was sold to SVIDO after the Wienerwald period.
- 1979
Acquisition by Wienerwald Holding
[1]Wienerwald Holding acquired IHOP before later entering bankruptcy proceedings.
- 1973
The IHOP name is adopted for marketing
[1]The chain shortened International House of Pancakes to IHOP as its principal marketing name.
- 1958
First IHOP restaurant opens in Burbank
[1]The first International House of Pancakes restaurant opened on July 7, 1958, in Burbank, California.
Products and positioning
Family-oriented, accessible full-service dining centered on pancakes and all-day American breakfast, with additional lunch and dinner choices and broad franchise availability.
Breakfast · 1958
Signature pancakes
Pancakes are IHOP's defining product category. The menu has historically centered on stacks and combinations with toppings, syrups, fruit, whipped cream, and other breakfast accompaniments. Pancakes provide the primary association around which the brand's name, restaurant identity, and promotional campaigns are built.
Breakfast
Waffles and French toast
Waffles and French toast extend IHOP's core breakfast proposition beyond pancakes. They are generally offered as standalone plates or as part of combination meals, giving customers alternatives within the brand's sweet and griddle-based breakfast portfolio.
Breakfast
Omelettes and breakfast combinations
IHOP serves omelettes, skillets, breakfast platters, eggs, meats, and side dishes. These products support the chain's all-day breakfast model and allow customers to choose savory meals rather than the sweeter pancakes, waffles, and French toast for which the brand is best known.
Casual dining
Lunch and dinner menu
The brand's non-breakfast menu includes burgers, sandwiches, salads, fried chicken, and other American casual-dining items. These offerings were added and expanded over time to increase restaurant usage during lunch and dinner and to compete with broader family-restaurant chains.
Quick-service format · 2011
IHOP Express
IHOP Express is a smaller, quicker format designed for airports, campuses, military food courts, travel centers, and similar sites. It adapts the brand's breakfast menu to locations where a conventional full-service IHOP restaurant may be unsuitable.
Fast-casual concept · 2019
Flip'd by IHOP
Flip'd was announced as a fast-casual extension of IHOP. The proposed menu included pancake bowls, burgers, and fried chicken, reflecting an effort to serve more portable and contemporary food occasions outside the traditional full-service restaurant model.
Marketing campaigns
- 2019Pancake burger response campaign
United States
IHOP parodied the earlier IHOb campaign while promoting a burger containing a pancake, joking that the chain would call its burgers pancakes in response to calls to remain focused on pancakes.
Outcome. The campaign extended the brand's humorous social-media positioning.
- 2018IHOb
United States
IHOP teased a reversal of its name to IHOb, prompting widespread speculation before revealing that the campaign promoted the chain's hamburgers and broader menu.
Outcome. The campaign generated substantial social-media attention and reinforced IHOP's attempt to expand beyond a breakfast-only perception.
- 2015IHOP logo refresh
United States
IHOP introduced a simplified logo with a curved line beneath the central letters, designed to suggest a smile and create a friendlier visual identity.
Outcome. The refreshed logo became the brand's updated visual identity.
Brand decisions
2024
Explore Applebee's-IHOP dual brandingStrategyBackground
Dine Brands identified dual-branded restaurants as a possible way to combine the two sister brands in selected markets.
Action taken
The parent company said it was evaluating further dual-branded locations after international prototypes.
Aftermath
The initiative remained exploratory, with a potential development horizon of 12 to 24 months.
2019
Develop Flip'd by IHOPStrategyBackground
IHOP aimed to reach customers seeking faster, more portable meals and to diversify beyond traditional full-service breakfast restaurants.
Action taken
The company announced a fast-casual concept with pancake bowls, burgers, and fried chicken.
Aftermath
The concept was announced, but the available material does not establish its full rollout or continuing operating status.
2011
Introduce IHOP ExpressProduct launchBackground
Nontraditional venues such as airports, campuses, and travel centers required a smaller and faster operating model.
Action taken
IHOP launched an Express format for quick-service locations.
Aftermath
The format broadened the sites in which the brand could operate.
2007
Acquire Applebee'sM&ABackground
IHOP sought to expand beyond its breakfast-focused identity by acquiring the larger Applebee's bar-and-grill chain.
Action taken
The company announced and completed an all-cash acquisition valued at approximately $2.1 billion.
Aftermath
The transaction created a two-brand restaurant group and was followed by the adoption of the DineEquity corporate name.
Transaction value. Approximately US$2.1 billion (2007)
Recent events
IHOP announces 58-cent anniversary pancake offer[2]
Reported:
IHOP announced a one-day offer of a short stack of pancakes for 58 cents at participating locations on July 13, from 7 AM to 7 PM, for dine-in only.
IHOP introduces Steakhouse Premium Bacon and Bacon Obsession menu[3]
Reported:
IHOP introduced Steakhouse Premium Bacon and a limited-time Bacon Obsession menu featuring new bacon-based items.
IHOP launches Burritos & Bowls menu[4]
Reported:
IHOP introduced a new lineup of six Burritos & Bowls, available all day in restaurants and to-go, with prices starting at $5.99.
IHOP introduces IHOPPY Hour discounted menu[5]
Reported:
IHOP introduced IHOPPY Hour, a daily discounted menu with entrees for $5 or $6, snacks and sides for $3, and beverages for $1 or $1.50.
IHOP announces 30% discount for first responders[6]
Reported:
IHOP announced a 30% discount for first responders, available through April 17, 2020, when ordering by phone and presenting identification.
IHOP announces Free Pancakes for Life sweepstakes[7]
Reported:
IHOP announced a National Pancake Day sweepstakes offering a chance to win one of 250,000 prizes, including “Pancakes For Life.” The article says entrants can scan a QR code at participating locations to find out whether they are an instant winner and enter the grand-prize drawing.
Postmates partners with Dine Brands for restaurant delivery[8]
Reported:
Postmates announced a partnership with Dine Brands, enabling customers to order from Applebee’s and IHOP through Postmates in more than 3,500 cities. The partners will integrate delivery orders directly into the restaurants’ point-of-sale systems.
Sources8 sources
- 1IHOPen.wikipedia.org
- 2IHOP宣布推出58美分周年纪念煎饼优惠kygl.com
- 3IHOP推出Steakhouse Premium Bacon及Bacon Obsession菜单restaurantnews.com
- 4IHOP推出Burritos & Bowls菜单restaurantnewsrelease.com
- 5IHOP推出IHOPPY Hour优惠菜单ibtimes.com
- 6IHOP 宣布为急救人员提供 30% 折扣1057thehawk.com
- 7IHOP宣布“终身免费煎饼”抽奖活动abccolumbia.com
- 8Postmates与Dine Brands合作提供餐厅配送prnewswire.com
Cite this profile: Cite the canonical profile. /brand-wiki/ihop · Editorial policy · How profiles are compiled