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?

THE PROJECT: Turns out that when you specialize in breakfast, you can serve up a sit-down meal surprisingly quick. 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 commercial. 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!

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