For years, IHOP has been synonymous with family breakfasts, late-night pancakes, and comforting diner fare. But if you step into an IHOP today, you might find something new alongside your Rooty Tooty Fresh ‘N Fruity®: alcoholic beverages. Yes, IHOP is now venturing into serving alcohol at select locations, marking a significant shift for the beloved breakfast chain.
This expansion introduces a curated alcohol menu to participating IHOP franchises, offering customers the option to enjoy beer, wine, and sparkling wine with their meals. While a few IHOP locations previously offered alcohol independently, this marks the first company-driven initiative to standardize and broaden alcohol service across its restaurants.
What Alcoholic Beverages Can You Find at IHOP?
IHOP’s new alcohol menu features a selection of familiar and approachable drinks. Currently, the standard menu includes beers like Bud Light, Blue Moon, and Corona. For wine drinkers, options include Barefoot Bubbly Brut, Barefoot Bubbly Chardonnay, and Barefoot Cabernet Sauvignon. Some IHOP locations may also incorporate local beer and wine offerings to cater to regional preferences. Notably, hard liquor is deliberately excluded from the menu to maintain IHOP’s family-friendly atmosphere and avoid transforming it into a bar-like environment.
The rollout of alcohol service began in New Mexico, with two locations offering boozy beverages this week. A San Diego location is slated to follow in September, and approximately nine additional restaurants across New York, Rhode Island, Maryland, and Ohio are expected to introduce alcohol menus by the end of the year. This initial phase is considered a trial period, with IHOP carefully monitoring customer response and operational considerations.
Why is IHOP Adding Alcohol to the Menu Now?
Several factors are driving IHOP’s decision to introduce alcohol. Primarily, it’s a strategic move to attract a broader customer base and boost sales, particularly during lunch and dinner hours. IHOP has been actively seeking ways to expand beyond its breakfast-centric image and appeal to diners throughout the day. Efforts like the 2018 “IHOb” burger campaign highlight this ongoing strategy to diversify its menu and attract dinner crowds.
Adding alcohol aligns with this objective by catering to customers who may desire a drink with their lunch or dinner. As IHOP President Jay Johns explained, alcohol service is “clearly something that’s right in our strategy of… coming up with more ways that people can enjoy us for dinner” or lunch. By offering alcoholic beverages, IHOP aims to become a more versatile dining destination, attracting customers who might otherwise choose restaurants with alcohol options.
IHOP Franchisee Perspective and the Future of Alcohol Service
The success of IHOP’s alcohol expansion hinges on franchisee adoption. While IHOP is offering a company-devised alcohol menu, individual franchisees, who operate the vast majority of IHOP restaurants, must choose to implement it. This requires franchisees to obtain liquor licenses, train staff on alcohol service and responsible beverage practices, and manage new inventory.
For franchisees, the appeal lies in the potential for increased profitability. Alcohol typically boasts higher profit margins than food items, offering a direct route to revenue growth. Furthermore, the introduction of alcohol may encourage customers to spend more per visit, potentially leading to higher server tips and overall sales.
IHOP is optimistic about the program’s potential. Jay Johns noted that if the initial rollout proves successful, IHOP will “hit the gas pedal and we’ll go much faster” with broader implementation. While it’s unlikely that all IHOP locations will eventually serve alcohol, the company envisions approximately 1,000 restaurants, out of its roughly 1,750 total locations, eventually offering alcoholic beverages.
IHOP Joins a Growing Trend in Family Dining
IHOP’s move mirrors a broader trend within the family dining and casual restaurant sectors. Chains like Cracker Barrel have already successfully integrated alcohol service into hundreds of locations, aiming to recapture customers who previously bypassed them for establishments offering drinks. Taco Bell is another example of a chain that has expanded its menu to include alcoholic beverages in recent years.
This trend reflects evolving consumer preferences and the restaurant industry’s adaptation to changing dining habits. By adding alcohol, IHOP is not only seeking to boost its bottom line but also to remain competitive and relevant in a dynamic market. The limited and carefully selected alcohol menu is designed to complement IHOP’s existing offerings, with culinary pairings suggested, such as mimosas with French toast or Corona with a poblano omelette, to encourage customers to explore these new beverage options.
Image: A bottle of Clase Azul tequila. While IHOP is not serving hard liquor, other restaurants are exploring premium alcohol options.
Ultimately, whether you’re craving pancakes and a pint or waffles with wine, the possibility of enjoying an alcoholic beverage at IHOP is becoming a reality at more locations. As IHOP continues its “test mode” rollout, the coming months will reveal the extent to which alcohol becomes a permanent fixture on the IHOP menu and how it reshapes the IHOP dining experience.
