As breakfast becomes a bigger deal at many fast food chains, IHOP will jump into the fray with its own "fast casual" chain of restaurants, CNN reports. The first Flip'd by IHOP will open in Atlanta in April, and more locations are possible next year, per a press release. The stores will offer only limited seating, and be open for breakfast, lunch, and dinner. Flip'd will freshly prepare its menu offerings, as IHOP president Jay Johns explains to CNN: When people pop in to a coffee shop for breakfast, "the reason for the visit was the coffee, and they basically settled for whatever food they happened to have at their coffee shop. We're flipping that on its head." He notes to Business Insider that customers can order at the counter, at a kiosk, or online in advance: "So this will be quick, but it's not fast food. We don't have foods sitting under a heat lamp. I'm not putting it in a microwave."
"In looking at what exists today in terms of fresh, fast menu options—particularly at breakfast—there’s still tremendous opportunity for growth," Johns continues in the press release. "After talking extensively with consumers in large cities across the country, we designed Flip'd by IHOP to deliver on what folks told us they want and need from a trusted brand like IHOP in a fast-casual setting, putting an emphasis on quality ingredients, speed, to-go and delivery." Menu offerings, which will range from pancake bowls to breakfast burritos and sandwiches, can be eaten on the go. Beverages including espresso drinks and juice will be available, and the chain is even planning "Build Your Own Pancake" bars. CNN notes the move is a way for IHOP to expand into "dense urban areas." (IHOP's Mother's Day tweet did not land well.)