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Facing lagging sales, IHOP introduces a nationwide Biscuit menu starting Aug. 28. With this move, the US-based breakfast chain aims to attract diners during lunch and dinner while bolstering take-out orders. The decision follows Dine Brands Global's exploration into diverse food categories post-pandemic menu reductions.
Diners can buy the new IHOP buttermilk biscuit with four variants. The company said the biscuits were created to satisfy guests' cravings who want something sweet or savory.
As per CNBC, the food item is also intended to attract customers during lunch and dinner. IHOP also hopes to draw more take-out orders through its restaurants' freshly added menu options.
The chain's parent company, Dine Brands Global, has been expanding into different food categories after trimming down its menu during the early days of the pandemic, which has weakened many companies, including those in the food and restaurant industry. However, the company realized the changing menu strategy was insufficient to increase sales and offset the costs.
Thus, it has thought of getting a boost from its biscuits line, previously only sold in certain regions. Now, IHOP is going full blast and has decided to offer the biscuits in all its restaurants nationwide.
"IHOP's Biscuits menu is a continuation of our menu evolution that offers craveable and flavorful items any time of day for us. We are thrilled to be in the Biscuit Capital of the World today to debut Biscuits on the IHOP menu," IHOP's chief marketing officer, Kieran Donahue, said in a press release. "IHOP's off-premise ordering continues to account for over 20 percent of our business, and the brand has leveraged this latest Biscuit menu addition to ensure items can be enjoyed whether guests dine in or take their meal to-go."
Photo by: Crystal Jo/Unsplash
