IHOP Express is designed to capture the fast casual customer.
The only segment of the restaurant industry where sales growth and unit growth are both positive? It’s fast casual, which helps explain why IHOP, 1,532 full-service units strong, went to the trouble of reconfiguring its concept to fit the fast casual model. The result: IHOP Express, the first unit of which is now open in San Diego. Just to be clear, IHOP isn’t giving up on full-service. In fact it’s expanding like crazy, opening traditional IHOP units at a one-a-week pace all through 2011. ...
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