Dive Brief:

• IHOP added a biscuits menu to its permanent menu Monday, the company wrote in an email to Restaurant Dive. 
• The biscuit additions includes items that span across breakfast, lunch and dinner.
• Off-premise makes up over 20% of IHOP’s business, and the biscuit items can be enjoyed via dine-in service or taken to go, CMO Kieran Donahue said in a statement.

Dive Insight:

New menu launches have been largely successful at IHOP. In April, the company rolled out its biggest menu revision to date with new selections across all dayparts. Those items included Eggs Benedict, Fish and Shrimp and Sweet and Savory Crepes. In 2021, IHOP added burritos and bowls three years after it introduced Ultimate Steakburgers. IHOP, which currently has four virtual brands, is also planning to add two more this year, expanding its delivery-only options. 

The April revamp continues to maintain strong sales volumes, which Dine Brands CEO John Peyton said in August means there has been sustained demand. IHOP’s same-store sales were also up 2.1% during the second quarter. 

“All the changes were driven by extensive customer research in which guests told us they want more breakfast favorites, fresh ingredients and great value,” Peyton said. 

As part of the Biscuits Menu launch, IHOP will be in Natchez, Mississippi, which is considered the Biscuit Capital of the World, to promote the new menu. A food truck will serve buttermilk biscuits to the first 500 people, according to the press release. 

“IHOP’s Biscuits menu is a continuation of our menu evolution that offers craveable and flavorful items any time of day for us,” Donahue said. 

The chain conducted internal research as part of ongoing menu evolution to create new dishes, reimagine IHOP classics and bring back breakfast favorites, the company said. Biscuits will be paired with various ingredients such as hickory-smoked bacon, eggs, sausages and berries. 

For a limited time, the Breakfast Biscuit Sandwich with a side will be available for $7 or $9 with a side and coffee or soda, the company said. 

The company isn’t increasing the size of its menu with this release, however, and will be sidelining a few items in favor of biscuits. The company didn’t say which items would be off the menu. IHOP will continue to monitor and manage SKUs.