IHOP, one of America’s favorite restaurants for breakfast, lunch and dinner, is expanding its presence on college campuses with ARAMARK, a world leader in providing professional services. The partnership includes a two-year test program to develop five IHOP Express and/or IHOP U™ concept restaurants on college campuses throughout the United States.
Currently, IHOP and ARAMARK have one successful venture together with an IHOP Express location operating at the University of Tennessee at Knoxville. Additionally, the companies are in the final planning stages for a location at Virginia Commonwealth University.
“This is part of our long-term strategy to expand how we make the IHOP brand available to guests,” said Jean Birch, IHOP President. “Our current partnership with ARAMARK has demonstrated the benefits of making IHOP easily accessible to students and faculty through a presence on a college campus.”
“The trend of breakfast all-day and late-night dining is growing on college campuses,” said Ann Marie Solomon, ARAMARK vice president of national brand partnerships. “We are excited IHOP recognizes the unique business opportunity to expand its market presence in the campus dining arena.”
The decision to expand through non-traditional campus locations is part of a larger brand strategy to make IHOP accessible to guests that are not currently patronizing IHOP or are visiting infrequently. Along with non-traditional locations, the company has strategically embarked on a licensing program that allows select business partners to use the IHOP name in key product categories. The primary expansion vehicle for IHOP continues to be traditional restaurant locations, with franchisees slated to open between 60 and 70 restaurants in 2010.
For more information or to find an IHOP restaurant near you, please visit www.ihop.com. Follow IHOP on Facebook at www.facebook.com/ihop.