Ready For a Cheesecake-Layered Pancake?

IHOP offering cheesecake-layered pancakes for a limited time

Madhusmita Bora, Wallet Pop

Apr 27th 2010 at 1:00PM

Weight watchers are probably going to want to skip this new offering from IHOP. Beginning today, the chain is rolling out a five-layer pancake layered with crust-less cheesecake and topped with a choice of strawberries, blueberry, cinnamon apple compote and a coating of whipped cream.

The new item, which differs from IHOP's New York cheesecake option because it has no crust, will be available nationwide through June 20 for a suggested retail price of $4.99.

"With our latest promotion, IHOP took the value we're known for and topped it with one of America's favorite flavors -- cheesecake," said Carolyn O'Keefe, IHOP's senior vice president, marketing, in a release. "We're pleased to offer guests a delicious new way to stack up the fun this spring as they celebrate moms, dads, grads, or just a simple escape from their every day."

The latest IHOP stack joins the ranks of similar limited-time offerings in the past by the pancake giant, all designed to lure foot traffic. Temporary menu items have always been a marketing focus for the company, said spokeswoman Jennifer Pendergrass in a telephone interview.

"It's a creative way to give our guests another reason to visit," she said.

Does this work? Well, yes, apparently. Some chains time such limited offers with festive occasions such as McDonald's Shamrock Shake that appears in March to coincide with St. Patrick's Day.

"You might find chains using this strategy regionally to see traction in the market," said Erik Thoresen of Technomic, a food service industry consulting firm. "It makes it a lot easier to take the item off if it doesn't work."

Innovation is a key mantra in the food-service industry, Thoresen said. Therefore, offering something new to the consumer is important to keep consumers interested in the menu and away from competitors.