Marketing Currents - Business and Marketing Current Events

IHOP opens International Bank of Pancakes and launches loyalty program


IHOP is taking an influencer-led approach to touting its first loyalty program. Prioritizing social media and creators suggests the chain is trying to reach a younger crowd of consumers that have drifted away from casual dine-in experiences.

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Discussion Questions:

  1. What is brand loyalty?
  2. Why is brand loyalty important to restaurants like IHOP?
  3. What is a loyalty or rewards program?
  4. Do you think rewards programs help companies to build brand loyalty? Why or why not?
  5. Why do you think IHOP has not launched a rewards program before?
  6. What is influencer marketing?
  7. Based on information from this story, describe IHOP’s strategy for launching the rewards program.
  8. Why do you think they are leaning on influencers to launch this campaign?
  9. What is cryptocurrency?
  10. What are Pan Coins?
  11. Why do you think IHOP incorporated an element of crypto as part of its rewards program? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.