IHOP Loyalty ProgramKirk Thompson, VP of Marketing, IHOP told Loyalty360 that the company has learned from many key insights gleaned from its Pancake Revolution loyalty program.

Thompson participated in a Q&A with Loyalty360 to talk about some of the things IHOP has learned.

When did the program roll out nationally, and how it has fared since then from a customer engagement/member enrollment perspective? 

We began our Pancake Revolution program back in June of 2010, and while we don’t release specific numbers, we have shown a steady, strong growth every year since inception and activation with our restaurants.

During that time, what has IHOP learned that it can leverage moving forward to enhance the loyalty program?

The biggest learning was how to involve and interact with our guests rather than simply send out or post a message or email—our brand voice has changed and evolved with our learnings to address the strong emotional ties guests already bring to the brand, which is a distinct competitive advantage few other brands have. This 1-to-1 marketing also gives us the advantage of what our guests are telling us about their preferences and the ways they enjoy their visits so that we can increasingly tailor our voice and messages to the guests based on their engagement with us.IHOP Loyalty Program

How does IHOP define customer loyalty and has that definition changed or evolved in recent years?

Perhaps we can sum it up in the fact that we don’t consider them customers—customers is a word that simply captures the financial transaction between a business and a consumer. Our guest preference and loyalty measures are critical factors for us, as we continuously work to ensure great IHOP experiences, shared with their friends and families, very day, restaurant to restaurant, and occasion to occasion. Moreover,  with  the new rise of the breakfastarian movement—people who love breakfast at any time of day—fans have been loyally pointing out that IHOP was the first to offer breakfast all day, every day for the past 57 years.

Is engaging with customers different now than it was two or three years ago? 

Our guests’ voices – not just their preferences and profiles – are shared more than ever before! They are shared with their friends and family, shared with other breakfastarians across the country, shared with those who love breakfast for dinner and breakfast all day every day, and shared with us: Their experiences, opinions, loves and cravings about enjoying IHOP time. How they share those opinions and moments and how we interact with them has evolved dramatically over the last year, and will continue to change and increase as part of sharing and enjoying IHOP occasions.

How does mobile fit in this loyalty equation at IHOP? 

We actively look at all touch points and all the ways our guests communicate, share, photograph, talk about, and enjoy and savor time at IHOP together. Each channel has a purpose for us, and has a purpose for our guests, so we are constantly evaluating the channels we use, as well as the voice and conversations we join in.

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