The meal deal is standard fare at most QSRs. But
until now, IHOP didn’t have one. So this week the chain announced its IHOP Value Menu, offered seven days a week from 7 A.M. to 10 P.M. for $6 at participating restaurants ($7 in some
locations). There are four complete breakfast meals: the Breakfast Faves Combo, Ham & Cheese Omelette, French Toast Faves Combo and House Scramble.
A new TV spot, “Happy
Plates,” seen here, is running nationally. Directed by Drew Kirsch, known for his work with Taylor Swift, the ad features whimsical
visuals: it’s where bacon grows on trees, syrup flows like rivers, and pancakes stack higher than your dreams.
Lenna Yamamichi, IHOP vice president of brand creative, discussed the
campaign and new offering with QSR Insider.
QSR Insider: Why did IHOP launch a value deal now?
Yamamichi: Economic uncertainty continues to shape consumer
behavior, and value has become a daily priority. We recognize that our guests are looking for more than just a great meal -- they’re seeking satisfying experiences that fit their budgets.
That’s why we’re reinforcing our commitment to everyday affordability with core menu options that deliver on both taste and value. Following a successful in-market test that drove
increases in traffic and sales across participating locations … this move positions IHOP as a go-to destination for guests who want delicious, wallet-friendly choices, any day of the week.
QSR Insider: What was the inspiration behind "Happy Plates"?
Yamamichi: We started with the simple idea of happiness: of being immersed in your own world, and the joy and
wonder that it brings. That said, we set out to position our new Value Menu as an escape into breakfast bliss, really focusing on the experience you get when dining at IHOP and sharing a meal with
people you love.
Our creative highlights IHOP’s brand story: a full meal for $6 offers unbeatable value that takes you to your happy plate (place).
QSR Insider: What drove
the creative direction of the visuals?
Yamamichi: We wanted to create something visually inspiring and different, something you can watch over and over to find Easter eggs related
to the campaign. Our focus was on telling a creative story that’s cinematic, that showcases how IHOP’s value is more than just the food, but also its ability to bring people together.
What makes this concept special isn’t just the whimsical visual world -- it’s the emotional truth. Our goal was to bring the feeling of joy to life in a way that felt theatrical and
immersive, using practical sets and transitions to create a commercial that unfolds like a live stage performance.
QSR Insider: How does the deal and the creative reflect IHOP as a
brand?
Yamamichi: Our guests have told us that value is not just about the price point, but how IHOP is the place where connections happen.
The Value Menu is about
reinforcing our role as a brand that shows up, especially in moments when affordability matters most. We want guests to know that IHOP isn’t just a place for special occasions -- it’s a
place you can count on, any day of the week, for a great meal at a fair price. It’s part of our broader effort to evolve while staying true to what makes the brand special: a place where
everyone feels at home.