• by Teresa Buyikian , July 31, 2025

IHOP is hopping on the Dubai chocolate trend with two limited-time treats only available at three select locations for one day.

The brand is rolling out a Luxe Dubai Chocolate Pancake, as well as the IHOP Original Dubai Chocolate Pancakes, on Aug. 4 at 12 P.M. at one select location in three cities: Los Angeles, New York and Austin.

Few things have gone as insanely viral as the Dubai chocolate bar. Created in 2021 in Dubai, the chocolate bar filled with kadayif (chopped filo pastry) and a pistachio-tahini cream didn’t hit TikTok fame until 2024, and ever since has hundreds of CPG makers across the globe rushing to create their own versions. IHOP has staked its claim as the “first family dining restaurant to offer the flavor in combination with its world-famous pancakes.”

“Earlier this year, an IHOP restaurant team member crafted a pancake version of the infamous Dubai chocolate bar, sparking social buzz on TikTok,” said Chef Art Carl, vice president of culinary at IHOP, in the announcement. “Our culinary, marketing, and social teams are consistently listening to … trends and immediately noticed … so we took it up a notch in the test kitchen.”

The result is two different Dubai-chocolate-inspired offerings. The first, the “most expensive pancake the brand has ever served,” is the Luxe Dubai Chocolate Pancake, which the chain values at over $100. Except no customers will be charged, as the first 25 people who show up at a participating IHOP on Aug. 4, will be able to taste the Luxe stack for free. The over-the-top dish features Madagascar vanilla whipped cream, a whole Dubai Chocolate bar, edible 24K gold flakes and gold glitter on top of Dubai Chocolate-flavored buttermilk pancakes.

After the locations exhaust the supply of 25 Luxe pancakes, customers will be able to order IHOP’s Original Dubai Chocolate Pancakes, which contain roasted Kataifi, pistachio cream and hazelnut spread layered between buttermilk pancakes and topped with chocolate curls and crushed pistachios, priced at $13, while supplies last.

According to an IHOP representative, each participating IHOP location has enough inventory for about 500 Original Dubai Chocolate Pancakes, and, depending on how fast they sell out, IHOP will look at a potential nationwide rollout.

The brand is promoting the Dubai Chocolate stacks via a paid influencer campaign, owned social content, in-restaurant signage, and on its website.