IHOP is experimenting with a new approach that deviates from its usual style.

Instead of the familiar sit-down, full-service eateries, IHOP is introducing a fast-casual concept named “Flip’d.” The menu at Flip’d will feature similar dishes to those found at IHOP, like sandwiches and pancake bowls. The key difference is that at Flip’d, service will be quicker, allowing customers to enjoy their meals on the move. However, the seating at Flip’d will be less cozy and more limited compared to IHOP.

The decision to launch Flip’d could be attributed to the increasing demand for fast breakfast options in the market. Competitors like Wendy’s and Dunkin’ are also expanding their breakfast offerings. However, instead of establishing a new brand, IHOP is using Flip’d as its foray into the fast breakfast arena.

IHOP President Jay Jones notes that many fast breakfast options available currently lack freshness and quality. Therefore, he sees significant potential in the fast casual breakfast sector. Jay expressed to CNN his ambition to attract customers who typically grab a rushed breakfast at a coffee shop in the morning, aiming to provide them with more appealing meals alongside their coffee.