Creativity

Forget burgers, Ihop is all about pumpkin beer and pancakes this fall

By Kyle O'Brien | Creative Works Editor

IHOP

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Creative Works article

September 25, 2018 | 4 min read

Fall is all about pumpkin spice at just about every restaurant and coffee shop, and Ihop is no exception. The pancake chain has essentially gone away from its Ihob burger promo and is now promoting a beer to accompany its Pumpkin Pancakes.

Ihop has joined forces with Keegan Ales to dream up a pancake beer called, well, Ihops, in honor of one of beer’s main ingredients. The limited edition brew – a pumpkin pancake stout – is said to combine pancakes, pumpkins, maple syrup and other pancake ingredients to create an “innovative new flavor profile,” according to a dedicated webpage for the beer on the Ihop site.

“Ihop's Best-of-Fall pancakes are back, and they're so pancakin' good, someone shouted, ‘These should be brewed into liquid form!’ And we totally agreed,” stated the website, which went on to say that the plan of the beer is to “blow your mouth's mind by bottling that warm-and-fuzzy feeling of pancakes just in time for fall.”

Ihops Beer and Pancakes

Ihops beer and pumpkin pancakes

Just in case you were thinking of having a brew with your flapjacks, think again, as the small batch brew (roughly 20 barrels) will only be available in favorite bars and beer festivals in the tri-state (New York, New Jersey and Connecticut) area.

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The campaign, by Droga5, is to promote the fall pancakes, but getting in a pun is par for the course with the chain.

“It's that time of year. The leaves are falling, and you’ve already broken out your sweaters, but it’s not officially fall until you’ve had your first taste of Pumpkin Spice Pancakes. That’s how much people love Ihop’s fall flavor pancakes. The only other thing people love almost as much is beer. So we figured we’d combine these two greats in Ihops Pumpkin Pancake Stout. It’s like a fall pancake you can drink. And it's probably going to win every brewing award in the world,” said Scott Bell, executive creative director, Droga5.

In a question on the website’s Q&A, it’s asked: “Are you going to change your name back to IHOb? For beer?” The answer: “brobably not.”

IHOP: Ihops by Droga5

By IHOP

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IHOP, officially known as the International House of Pancakes, is an American multinational pancake house/diner-style table service restaurant chain that specializes in breakfast foods.

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Droga5 is a New York City-based global advertising agency with an additional office in London. The agency works across all platforms including, broadcast, print, digital and social, experiential and out-of-home.

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