IHOP: A data-fueled solution that rises to the occasion

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

Campaign details

Brand: IHOPBrand owner: Dine Brands GlobalLead agency: InitiativeContributing agencies: Droga5, DeVries GlobalCountry: North AmericaIndustries: Restaurants & takewaysMedia channels: Mobile & apps, Sales promotion, Search marketing, Social media, TelevisionBudget: Over 20 million

Executive summary

For 60 years, IHOP (International House of Pancakes) has been America's unrivalled pancake house. But going into 2018, IHOP was fighting to overcome both flat-to-declining sales and worsening traffic erosions.

We were tasked to reverse IHOP's sales slump and drive incremental in-restaurant visitation.

To achieve this task, we leveraged data in...

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