Including local stores, IHOP grows by leaps and bounds

The pancake chain is back in the Valley and plans more stores.
By JOHN SKENDALL
VINDICATOR STAFF WRITER
BOARDMAN -- The area's newest International House of Pancakes had its official grand opening Friday.
The Boardman-Poland Road restaurant, which has been open for business since December, is one of eight IHOPs to come to Ohio in six months. The company plans to open eight more by December.
IHOP had locations in Ohio 22 years ago, said local franchisee Zee Choudhury. With renewed interest in the state, Ohio is the second-fastest growing market for IHOP, next to California, where the business was founded in 1958.
President and CEO Julia A. Stewart said people in the Midwest, and particularly Ohio, "can't wait for their IHOP ... a 45-year-old American icon."
She said "sales are way up" companywide and first-quarter earnings far exceeded her expectations.
The CEO credits value, good service and a new publicity campaign for the recent success.
People here remember the name, she said, and those who moved to Ohio remember the restaurant fondly, igniting quick business for new stores.
Brisk business
The restaurant could accurately be described as "hopping" Friday at noon, when Stewart arrived.
"She has re-energized the brand," said Choudhury, who holds franchises in the Youngstown and Cleveland areas.
The owner of the local stores said the company wants to become "No. 1 in family dining," competing with such favorites as Cracker Barrel and Bob Evans.
The company has 1,100 stores nationwide and in Canada.
Stewart worked as a food server at IHOP through high school. She later worked with other chains and returned to the pancake company in December 2001 as chief executive.
The CEO said she came in focusing on consumer research. The results, she said, were that people liked the chain the way it is, and so after minor changes, she went for big marketing to raise profits.
"We saw we really had an opportunity in marketing and advertising," she said. The slogan, "Come hungry, leave happy," has gotten the public's attention.
Promotions
New menu promotions have included "never ending" pancakes and stuffed French toast. A new special item is coming soon, Stewart said.
"So far, we're very happy," said Erfan Kabir, who runs IHOPs in Warren and Niles.
Local franchisees said their goal is to continue the quick growth of the chain in this area.
IHOP became famous for its pancakes and breakfast foods. It has since expanded to offer lunch and dinner entrees.