Summary
Marketing Challenge (identified with research):IHOP is a leading brand in the family dining category that for 60 years has built strong associations with pancakes and high traffic during breakfast hours. But IHOP struggled to attract business during later meal occasions: lunch, dinner and late night. Consumer research identified burgers as the strongest opportunity to establish credibility in PM hours, given the broad appeal of burgers and the strategic fit with IHOP's equity in abundant craveable food. IHOP leveraged multiple stages of consumer research to optimize a new line of Ultimate Steakburgers. Test market trials then showed that the...