• by Teresa Buyikian , August 2, 2024

Although we’re still in the QSR/fast casual summer of the meal deal, fall is just around the corner. An all-you-can-eat meal option during these economic times may seem like a no-go for any chain, but one old-school pancake palace is offering just that in time to give kids a big breakfast for back-to-school.

IHOP has offered famous All You Can Eat pancakes for over 20 years. They are available again now through Sept. 15.

Customers who order breakfast combos, which come with a short stack of buttermilk pancakes, will now be able to order unlimited pancakes, served two at a time.

For those who only want pancakes, customers can order a full stack of five buttermilk pancakes for just $5, which will followed by a short stack (two buttermilk pancakes) for each subsequent order.

The pancake house's yearly all-you-can-eat, limited-time offer has typically been a boon for the chain. It was the best-selling deal in 2023 and “outperformed family dining competitors in all metrics for the first time since 2019’s All You Can Eat deal,” a brand representative said in an email to Marketing Daily

The promotion typically takes place in January, but in 2024 it has been moved to coincide with back-to-school season, with the deal promoted through video, social, in-store POP, paid digital advertising, public relations efforts, email and push notifications and influencer partnerships.

“IHOP has strategically situated All You Can Eat around back-to-school to help families when schedules are tight, and wallets are pinched from shopping,” the IHOP spokesperson told Marketing Daily. “It taps into the guests' need for abundant value during this traditionally hectic time.”