Millennials are loving the International House of Pancakes. Half of IHOP’s customers are now under 34-years-old, and their same-restaurant sales have increased by 4.5% in 2015. The dining spot attributes their all-day breakfast concept, which follows Millennials’ free spirit and rebellious nature. They score even higher with Gen Z, “who over-index for frequent visits to the chain relative to the family-dining segment,” most likely due to their free Wi-Fi and being an ideal late-night option for those not of legal drinking age. Their social media posts, which can get up to thousands of likes and retweets, speak in a voice of Millennials, and the company has made it a policy to respond to all mentions of IHOP to build strong engagement.
(Fortune)
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