Page 63 - 2019 CSCS Supplier Summit

Menu Strategy

Food Flipping real food Menu Make IHOP the destination for fun,
feel-good comfort food –
Promise for real people Vision affordable, anytime, anywhere

Menu Pillars

Widen Gap & Advance Grow Beyond Fix Quality Deliver More Value for

Breakfast Leadership Current Strengths Table Stakes Family Dining Prices

•Accelerate development •Build PM credibility with •Improve key strategic •Deliver abundance
of fun, feel-good quality, indulgent ingredients o New development
comfort food with a non-breakfast o Highlight current
“flip” •Develop new items that

•Develop IHOP N GO & highlight the food •Optimize pricing/
•Continue to own and Non-traditional promise profitability (RMS)
develop against
‘Indulgent Breakfast’ •Simplify the menu •Engineer value to
address day-part, day of
need state
week needs

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