IHOP and Virtual Dining Concepts are announcing two new brands and one brand expansion for one of their existing labels. The collaboration encompasses the launch of NASCAR Refuel Tenders & Burgers and MLB Ballpark Bites, which Mastercard presented. The latter brand, developed in partnership with Major League Baseball, joins NASCAR Refuel.
Moreover, the partnership extends to VDC's Pardon My Cheesecake, which was initially launched in collaboration with IHOP in Q1 2023. All three brands are available at select IHOP locations, and a broader rollout is planned throughout the year.
"Our off-premises channels continue to deliver incremental sales and profits to our franchisees and the IHOP brand. Our work with VDC and the three brands we're implementing will be a growth driver for our restaurants, specifically as we look at non-peak hours during lunch, dinner, and late night," IHOP President Jay Johns said in a statement. "These new brands are relevant for today's consumer and perfect for our existing equipment and capabilities in our restaurants nationwide."
Virtual-First QSR Brands
IHOP Unveils a New Expansion for its Virtual Restaurant Concepts
Trend Themes
1. Virtual-first QSR Brands - The rise of virtual-first QSR brands presents opportunities for expanding off-premises sales channels.
2. Brand Expansion Collaborations - Collaborations in brand expansions offer a path to introducing innovative concepts to existing restaurant chains.
3. Off-premises Growth Strategy - Implementing off-premises growth strategies taps into new revenue streams for restaurant businesses.
Industry Implications
1. Hospitality - The hospitality industry can leverage virtual-first QSR brands to drive incremental sales and profits through innovative collaborations.
2. Food and Beverage - In the food and beverage sector, expanding brands in collaboration with virtual dining concepts opens avenues for relevant offerings to cater to modern consumers.
3. Restaurant Technology - Restaurant technology firms have the opportunity to support off-premises growth strategies by enhancing digital capabilities for seamless customer experiences.