IHOP added its Choice menu, which includes various breakfast, burgers and sandwiches that can be ordered across dayparts, in August 2022.

"We felt that our guests were looking for more options," said IHOP President Darren Rebelez. "So we decided to build a new menu that had a much broader appeal."

The Choice menu was introduced as part of the company's brand relaunch in August 2022. The new campaign was designed to emphasize the restaurant's iconic pancakes and other breakfast items while also giving diners more choices throughout the day. The menu included burgers, sandwiches, salads and sides that could be ordered at any time during the day.

"We wanted to make sure that everyone could get what they wanted when they wanted it," said Rebelez. "Now our guests can have their pancakes at 7 o'clock in the morning or their burger at 10 o'clock at night."

The Choice menu was rolled out nationwide with little fanfare by design, according to Rebelez. He said he didn't want customers focused on new products instead of returning favorites like pancakes or burgers and fries.