Campaign details

Brand: IHOP
Brand owner: Dine Brands Global
Lead agency: Initiative
Contributing agencies: Droga5, DeVries Global
Country: North America
Industries: Restaurants & takeways
Media channels: Mobile & apps, Sales promotion, Search marketing, Social media, Television
Budget: 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 three key ways:

  1. Strategy: Harvested insights across a blend of primary and secondary research to uncover four media communications missions to gear the brand toward growth
  2. Targeting: Fueled builds of four high-value audiences driven by the four missions and designed to steal share from competitors while increasing frequency of visit among current diners
  3. Optimizing: Built a one-of-a-kind, completely closed-loop attribution model which allowed us to determine at a granular level which media exposures were able to drive incremental visitation, by high-value audience and by mission, and refine the plan accordingly.