In 2024, IHOP hopes to reach a new record in the collection it allocates to children with cancer, with the support of the Monterrey consumer and with the expectation that it will become the national leader in consumption with a cause for this company.
Javier Balaguera, Executive Director at Dine Brands, said that the collection in 2023 that was generated on National Pancake Day in Mexico, which is when buttermilk pancakes are offered at a special price, was a total of one million 887 thousand pesos based on 48 thousand 400 orders.
He highlighted that for 9 years Monterrey was the city that contributed the highest amount through the consumption of those products on that specific day, since last year it was behind Mexico City.
“Monterrey had it for nine years (first place nationally), it lost it last year, and right now we are a bit colloquially ‘prickling their ribs’ to get them back to that leadership position,” he said.
Balaguera pointed out that IHOP operates all its restaurants with the franchise model, so he hopes that the healthy competition that exists can make Monterrey once again the largest contributor to this noble cause, consuming the emblematic buttermilk pancakes on October 29.
“The intention is that, in full, everything raised from the sale of those butter pancakes will go to the associations, trying to make them local so that people feel… and have the certainty that they are supporting a local community. In Monterrey we work with the Regiomontano Children’s Hospital,” he indicated.
The manager pointed out that other strategies they have followed in order to increase collections are to have the support of the community of influencers, they have been aimed more at young audiences who are very sensitive to social issues, and the delivery of coupons of 39 pesos to be redeemed within the month following the day of the promotion to contribute to the cause.
IHOP belongs to Dine Brands, which is listed on the United States stock exchange. In Mexico, it is in 21 states with 58 restaurants, seven of which are in Monterrey.
