Ihop Executivesummary

Synergy, Inc.

IHOP

We have chosen to create an advertising campaign for IHOP (International House of Pancakes.) IHOP is United States based restaurant chain that focuses on breakfast foods such as pancakes, waffles, French toast, omelettes, and blintzes. Recently IHOP has begun to evolve into also offering a fuller menu containing full course meals and many desserts. IHOP was founded in 1958 by two brothers Jerry and Al Lapin. The first restaurant was in Toluca Lake, California. As of late 2007, IHOP had 1,328 restaurants in 49 states, the U.S. Virgin Islands, Canada, Mexico, and Japan.

Traditionally, IHOP restaurants have a blue roof and an A-frame design to them. Most locations are open 24/7, but this is not true with all locations especially not on holidays.

Recent advertising campaigns have included slogans such as “Just For the Fun of It”, “Why not eat breakfast for dinner tonight?”, and “Come Hungry. Leave Happy.” IHOP has also begun hosting a National Pancake day during which it will give away free pancakes while requesting a donation to charity.

We as a group have very much enjoyed reviewing IHOP as a company and its promotion strategies and campaigns. We definitely feel that we can help IHOP communicate its unique brand message to its target market.

The following are some of the issues we have identified within IHOP’s current promotional strategies:

• None of IHOP’s current advertisements and promotions stand out in our mind. There is nothing about them that really catches our attention.

• We think that IHOP has an edge in terms of look and environment over direct competitors such as waffle house. They do not focus on this in their promotional strategy which we feel