IHOP SWOT Analysis, USP & Competitors

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SWOT Analysis of IHOP with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

IHOP (International House Of Pancakes) DineEquity


Breakfast Foods chain



Tagline/ Slogan

Everything you love about breakfast


World famous pancakes



Pancake and breakfast lovers

Target Group

People of all ages


Affordable, everyday dining experience with warm and friendly service

SWOT Analysis


1. High brand recognition and recall
2. 1500+ stores in Americas; and a few international locations in middle east.
3. Signature pancakes
4. Wide variety of breakfast, lunch and dinner dishes

5. Affordable across income segments

6. Licensed to sell breakfast products under IHOP at HOME

7. The company has over 30,000+ people who are employed


1. Quality control issues across franchises
2. Limited lunch and dinner menu
3. Limited brand recall as compared to global food chains


1. Global expansion especially in the emerging economies
2. Expansion by acquisition of smaller brands
3. Improve menu for lunch and dinner


1. Competitive category by similar players
2. Smaller breakfast places offering better service
3. Health risks of consuming pancakes



1. Denny’s
2. Perkins
3. Waffle House


The table above concludes the IHOP SWOT analysis along with its marketing and brand parameters.


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