IHOP’s City Format Flip’d Launching With Atlantic Station Storefront

Kiosk-style breakfast concept will replace Land of a Thousand Hills.
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IHOP’s on-the-go, kiosk-style breakfast concept Flip’d will make its national debut at Atlantic Station, Atlanta Business Chronicle first reported earlier Tuesday (paywall).

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Official filings with the City of Atlanta outline an estimated $600,000 construction needed to convert a 1,625-square-foot space, at 232 19th St. NW currently occupied by Roswell-based coffee chain Land of a Thousand Hills, into Flip’d.

The menu will include many of the brand’s popular items like its buttermilk pancakes, but fashioned for en route consumption.

The same goes for its dining area which will offer limited seating and focus on speed and delivery, unlike tradition IHOP restaurants.

“Today, millions of Americans are settling for sub-par breakfast foods that are either microwaved or have been sitting under a heat lamp because they’re forced to grab something while at their usual coffee spot,” Jay Johns, president of IHOP, said in a statement. 

An email to What Now Atlanta from IHOP spokesperson Stephanie Peterson in mid-December revealed that the location may have been on the fence.

“I’m unable to confirm a location at this time,” Peterson wrote.

“Potential sites are still being reviewed and a location will be finalized in early-January.”

Atlantic Station’s leasing director Nick Garzia also declined to comment at the time.

Flip’d will open early-2020 locally, followed by New York City, Washington D.C., Denver and San Francisco, respectively.

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