IHOP has had burgers on its menu since it first opened in 1958, but its identity has long been tied to its wide variety of pancakes and breakfast offerings. Revamping its burger selection could convince customers to visit later in the day and for more than just hash browns and eggs.
IHOP is entering a highly competitive and crowded space with its new burger line. Burger chains are fighting for customer loyalty and are discounting their food, swapping out frozen patties for fresh beef, adding unique ingredients between the buns, and even catering to vegetarians and vegans with meat substitutes.
IHOP's line of burgers, in comparison, is pretty standard fare. New additions include a mushroom and Swiss topped burger, one with jalapenos and pepper jack cheese, and one covered in BBQ sauce and crispy onion rings.
Shares of IHOP's parent company Dine Brands were up more than 2.5 percent Monday. Dine Brands, which has a market cap of $1.2 billion, has seen its stock rise more than 44 percent over the past year.
The company also owns Applebee's, which struggled with sluggish sales last year as it was unable to lure in millennial diners. However, promotions like $1 margaritas and $1 Long Island Iced Teas have boosted traffic for the brand since October.