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IHOP is launching a new restaurant called Flip’d. It’s big for breakfast fans

The restaurant will be catered toward urban areas and embrace breakfast on the go.

This photo taken Thursday, May 11, 2017, shows an IHOP sign at a restaurant in Hialeah, Fla.
This photo taken Thursday, May 11, 2017, shows an IHOP sign at a restaurant in Hialeah, Fla.
Alan Diaz, Associated Press

IHOP will soon open a new fast casual breakfast spot that will feature many of its mainstay items, CNN reports.

How is different?: The restaurant will be catered toward urban areas and embrace breakfast on the go. IHOP is a place to sit down for breakfast. Flip’d will encourage you to eat and run. Its first restaurant is slated to open in Atlanta, according to reports.

Menu: The menu will include:

  • Pancake bowls
  • Egg sandwiches
  • Breakfast burritos
  • Crispy chicken sandwiches
  • Salads

Where: The following cities are likely locations for the restaurant chain when it opens in 2020, per Fox News:

  • New York City
  • Washington, D.C.
  • Denver
  • San Francisco

Context: Flip’d will launch as breakfast becomes a competitive space in the fast food world, per CNN. Wendy’s, Dunkin’, McDonald’s and Panera are all battling for consumers during the breakfast hours. This will give IHOP another brand to enter into the battlefield.

What they’re saying: Jay Johns, president of IHOP, said in a statement the restaurant will provide a unique opportunity for IHOP, according to Fortune.

  • “In looking at what exists today in terms of fresh, fast menu options — particularly at breakfast — there’s still tremendous opportunity for growth.”