Allow me a moment to shout and dance some more!
So, here’s the thing, as reported earlier, waffle and pancake magnate IHOP, a.k.a. International House of Pancakes, is making its India debut and I legit cannot breathe right now! First the American fast food chains like Wendy’s and Carl’s Jr. graced us with all that junk food and now IHOP. Seriously India, it’s time we all clapped our hands (because we’re happy and we know it, get it? No? Okay.)!
The chain is being brought to India by US-based full-service restaurant company DineEquity Inc, which also looks over other restaurant brands like Applebee’s Grill and Bar. It has signed a franchise agreement with Kwal’s Catering, part of the Kwal’s Group, reports Hospitality Biz India.
Beatrice Carvalho Martins, Director – International Marketing, DineEquity, said, “We believe Asia as a market presents a large growth opportunity for us. We believe India has the potential to be among our top 10 international markets in five-six years. India is a vibrant economy and the consumers have exposure to American brands.”
She added that the company has been working on the project since April with Kwal Catering to modify the menu to suit the Indian consumer’s preferences, while ensuring that the signature American dining experience is kept intact. “We have been working to ensure we offer an affordable everyday dining experience consistent with our brand standards. “At the same time, we will customise the menu and will have options such as eggless pancakes and locally inspired vegetarian dishes, and leverage on local produce, spices and other ingredients,” she added.
Sameer Lamba, MD, Kwal’s Group, disclosed that the company is planning to set up about 20 IHOP restaurants in the country in the first phase over the next five years. According to reports, the first outlet is slated to open in Gurugram’s popular Cyber Hub (which, by the way, is also going to be Theobroma Delhi‘s new home) complex early next year. “We are looking to invest about INR 100 crore. We have identified cities such as Delhi, Hyderabad, Chennai, Bengaluru, Kochi and Chandigarh to open the restaurants. We will initially focus on the metros and top cities,” said Lamba.
Positioned as a casual dining restaurant, IHOP is known for its fresh made-to-order breakfast options, besides its lunch and dinner menu. Founded in California, LA in 1958, IHOP is also famous for a number of other American breakfast items like waffles and crepes. Owing to the majorly decadent and lavish menu, the chain is synonymous in US, Latin America, and parts of West Asia as the pancake hub. And now it is coming to India. Do you understand what this means?