Is Facebook missing/not working? See this page's footer.
International House of Pancakes
Client's key niche threatened by new competitor
THE PRODUCT: Once upon a time, IHOP virtually owned the breakfast niche.
Then McDonald's threatened to invade it, in a big way. In those days, what McDonald's
lacked in variety, they could make up for with speed. Or could they?
Turns out that when you specialize in breakfast, you can serve up a sit-down meal
Our "15-Minute Breakfast" campaign for International House of Pancakes won an Effie.
There actually was a convenient IHOP next to a railroad spur, so we could have produced this TV
But the budget dictated a simple in-store shoot. (Coincidentally, McDonald's did something like this
script a few years later.)
ROOKIE TRAINMAN: The train has to leave in ... 15 minutes
CONDUCTOR: Just enough time for breakfast...
CONDUCTOR: ... at the International House of Pancakes.
ROOKIE: At a restaurant?
CONDUCTOR: We want breakfast, and we only have 15 minutes.
WAITRESS: No problem
V.O.: IHOP has 25 breakfasts you can order and enjoy, all inside 15 minutes on weekdays. From $1.XX.
V.O.: So if you want a real breakfast, you have time to enjoy it inside the International House of Pancakes....
V.O.: ... the Breakfast Specialists.
CONDUCTOR (looks at watch): Exactly!