IHOP is discontinuing Flip’d, its fast-casual spinoff.
Earlier this week, local media outlets reported that the location in Silver Spring, Maryland—which opened in September 2022—would close on Thursday. In response, an IHOP representative said “After evaluating the results of our flip’d by IHOP pilot program, IHOP has decided not to continue the concept.”
This is the third Flip’d location, following Lawrence, Kansas, in September 2021 and New York City in December 2021. A fourth opened on the campus of the University of Cincinnati in February.
IHOP did not indicate whether other Flip’d stores will remain open.
“The flip’d by IHOP concept was piloted to test and learn how to make the guest experience for off-premise dining more enjoyable and featured a menu inspired by IHOP classics, designed to be enjoyed on-the-go,” an IHOP spokesperson said in a statement. “Our learnings from this pilot will inform how we iterate going forward.“
IHOP first announced Flip’d in December 2019. The original plan was to open the following April in Atlanta, with additional sites in New York City, Washington, D.C., Denver, and San Francisco. COVID then happened, and the first restaurant didn’t open until nearly two years later.
The brand serves made-to-order, on-the-go breakfast, lunch, and dinner that can be ordered either through a digital kiosk, at the counter, or via online for takeout or delivery.
“Since we originally announced flip’d in 2019, a lot has changed. We wanted to ensure that we were evolving the concept to meet our guests’ needs,” Johns said in May 2021, a couple of months before the first store opening. “While we know there is a pent-up demand for a return to dining in restaurants, we anticipate that our delivery and takeout business is here to stay as consumer needs continue to shift and they seek out different ways to experience IHOP favorites. With flip’d, we can provide that on-the-go fast casual experience, making now the perfect time to bring this concept into the world.”
Flip’d was supposedly part of a four-pronged growth strategy, along with the traditional IHOP design, a smaller prototype, and second-generation builds.
The breakfast chain finished Q1 with 1,790 stores—1,683 in the U.S. and 107 across the world. Off-premises sales mixed 21.7 percent.