#breakfastlove: IHOP's New Advertising Campaign Focuses On Breakfast

IHOP, which for years has tried to establish itself as a good option for lunch and dinner, is returning its focus to its original calling – breakfast.

The morning meal is responsible for more than 60% of IHOP’s sales and more than 60% of restaurant industry growth over the last five years. A.M. dining is among restaurateurs’ most lucrative segments now because of customers looking for convenience and speed.

Other chains, including Taco Bell and Wendy’s, have begun to boost and brag about their breakfast menus.

This week, IHOP launches a new advertising campaign that “starts from the beginning and positions us to take back and own breakfast,” said Natalia P. Franco, IHOP’s senior vice president of marketing.

Read More