IHOP Takes a Bite Out of Back to School Spending With Return of Kids Eat Free Promotion

GLENDALE, CA–(Marketwire – August 2, 2010) –  With the back to school season quickly approaching, IHOP, one of America’s favorite restaurants for breakfast, lunch and dinner, offers families financial flexibility while shopping for back to school supplies this August. Every day in August, IHOP invites families to take part in its Kids Eat Free promotion from 4 p.m. to 10 p.m., and let IHOP be the answer to the question, “what’s for dinner?”

According to The National Retail Federation’s 2010 Consumer Intentions and Actions Back to School survey, the average American family will spend $606.40 on clothes, shoes, supplies and electronics(1). With these numbers increasing over those reported in 2009, IHOP offers families a sweet subsidy to help lessen the spending burden.

“The busy back to school season plus the added financial burden of school supplies makes for a hectic time for many families,” said Carolyn O’Keefe, IHOP’s senior vice president, marketing. “With our August Kids Eat Free promotion, IHOP provides families the chance to relax, connect and keep the family-focused fun of summer alive during this busy time period.”

IHOP’s Kids Eat Free promotion also extends summer fun as the estimated 50 million pre-kindergarten through 8^th grade students return to public schools this month(2). Parents can help children adjust to this often challenging time by starting daily routines that add to continuity and aid with the transition. According to the National Association for The Education of Young Children, continuing daily routines that revolve around meals can help young students adjust to their new school schedule(3). 

Available for a limited time at participating locations, IHOP’s Kids Eat Free promotion runs every day August 1 through August 31. Families who dine at IHOP from 4 p.m. to 10 p.m. daily will receive one free kid’s meal with each adult entrée purchase. The free meal is valid for kids 12 and under on IHOP’s “Just for Kids” menu items (drinks are not included unless otherwise specified on the “Just for Kids” menu). The offer is available dine-in only and is not valid with any other discounts, coupons or specials.

The IHOP “Just for Kids” menu features a delicious variety of kid-friendly options, including: Cheeseburgers, Crispy Chicken Strips, Grilled Cheese, as well as IHOP’s famous Funny Face and Silver Dollar Pancakes. All IHOP “Just for Kids” lunch and dinner items are served with fresh fruit. IHOP offers a number of smarter, everyday selections for kids that are under 600 calories, including the Create-A-Face Pancake, Fresh Fruit Dish and Jr. Fish entree.

For more information or to find an IHOP restaurant near you, please visit www.ihop.com. Follow IHOP on Facebook at www.facebook.com/ihop.

ABOUT IHOP
For 52 years, the IHOP family restaurant chain has served its world famous pancakes and a wide variety of breakfast, lunch and dinner items that are loved by people of all ages. IHOP offers its guests an affordable, everyday dining experience with warm and friendly service. The first IHOP opened in Toluca Lake, Calif. in 1958, and as of and as of June 30, 2010, there were 1,476 IHOPs in 50 states and the District of Columbia, Canada, Mexico, Puerto Rico and the U.S. Virgin Islands. IHOP restaurants are franchised and operated by Glendale, Calif.-based International House of Pancakes, LLC and its affiliates. International House of Pancakes, LLC is a wholly-owned subsidiary of DineEquity, Inc. (NYSE: DIN). 

(1) Survey conducted by BIGresearch
(2) National Center for Education Statistics
(3) National Association for the Education of Young Children