Beginning Wednesday, IHOP is serving up all-you-can-eat pancakes for $5, becoming a member of an inventory of U.S. eating places providing budget-friendly meal offers in hopes of luring again inflation-weary prospects.

The limited-time promotion, out there to dine-in prospects solely, runs from now till September 15 at U.S.-based IHOP areas. Clients who select partake within the promotion will get a full stack of 5 buttermilk pancakes to start with, adopted by further flapjacks served two at a time, on an as-requested foundation. 

In a information launch emailed to CBS MoneyWatch, IHOP mentioned the restaurant has traditionally launched the promotion initially of yearly, however determined in 2024 to supply it in the course of the begin of the back-to-school season “to assist households when schedules are tight, and wallets are pinched from purchasing.” The pancake promo was final provided in August 2023 to have fun IHOP’s sixty fifth anniversary.

IHOP’s pancake deal lands at a time when each quick meals and sit-down eating places alike are attempting to entice budget-conscious shoppers again into their eating places. The CEO of Dine Manufacturers, which owns Applebee’s and IHOP, informed CNBC in Might that informal eating places are seeing a decline in low-income prospects, a key demographic. Quick-food giants Burger King, McDonald’s, Starbucks, Taco Bell, Wendy’s and different well-known chains have additionally launched $5, $6 or $7 worth meals in latest months, aimed toward rising foot site visitors to areas. 

Individuals have recoiled from fast-food institutions this yr, arguing that the usually budget-friendly eating places have raised costs too excessive. A January ballot by consulting agency Income Administration Options discovered that about 25% of people that make beneath $50,000 have been reducing again on quick meals, pointing to price as a priority. The latest proof of buyer pullback occurred this week when McDonald’s introduced a worldwide gross sales hunch within the second quarter.

Eating places analysts have famous that fast-food institutions are additionally competing for purchasers with grocery shops, which have lowered their costs in latest months, permitting extra Individuals to economize by cooking meals at house. 

IHOP noticed its same-restaurant gross sales decline by 1.7% yr over yr in the course of the first quarter of 2024, in accordance with firm information. The decline was “attributable to a lower in site visitors,” the corporate states in its most up-to-date earnings report. The restaurant introduced in roughly $880 million in gross sales in the course of the quarter, roughly the identical quantity because it did the yr prior.

The all-you-can-eat buttermilk pancake promotion lands one week after IHOP introduced a partnership with Kraft Heinz that permits the ketchup maker to start out promoting IHOP branded syrup in grocery shops nationwide.