Noted pancake purveyor IHOP is soft launching its “Bubbles, Wine & Brews” menu in three of its restaurants in San Diego and New Mexico, with additional locations in New York, Rhode Island, Maryland and Ohio, among others, to follow.
The addition of beer, wine and champagne to the menus of those stores is part of the 62-year-old diner chain’s effort to “pilot, test and learn” how well those offerings are received by guests and gain “feedback to optimize the menu rollout and new offerings more broadly.”
In a press release, IHOP president Jay Johns said the company’s recent “Drinks and Dining Survey” — conducted in July by Toluna, surveying 1,000 adults ages 21-70 — revealed that 66% of recent IHOP guests and 58% of guest ages 21-34 said they want alcoholic beverages to accompany their IHOP meals.
“As we continue to focus and expand on our daytime and evening menu options, adult beverages offer a terrific innovation and evolution to enjoy IHOP for every occasion,” he added.
Unsurprisingly, the initial beer list includes offerings from major producers: Bud Light (Anheuser-Busch), Blue Moon (Molson Coors) and Corona (Constellation Brands). However, “locally sourced beers” will also be included. How deep IHOP will go into local craft for its menus remains to be seen. Notably absent from the menus are hard seltzers.
In addition to beer, IHOP is adding mimosas and wines by the glass from E.& J. Gallo Winery, including Barefoot brands Bubbly Brut, Bubbly Chardonnay and Cabernet Sauvignon.
Alcoholic beverages will only be available for dining in, with prices varying by store.
The Nation’s Restaurant News reported that IHOP’s dalliance with alcoholic beverages follows moves by First Watch and Cracker Barrel to add alcoholic beverages to their menus last year. Other fast-casual restaurants have tested and added beer and alcoholic beverages to their menus. That doesn’t mean programs such as this are always successful. In early 2017, Starbucks scrapped its “Evenings” program, which included craft beer, wine and small plates.
Still, with 1,772 restaurants worldwide, there’s a good chunk of business with IHOP to be had for those who can claim it, should the program expand.