Mobile apps and smartphone usage are rising rapidly. There is now an opportunity for IHOP to develop a smart mobile app to engage guests. A mobile app could delight guests with brand information and offers, drive key initiatives like loyalty programs, and provide a CRM platform. Developing a mobile app now would allow IHOP to gain first mover advantage with a new engagement channel for customers that are increasingly using mobile devices.

1. There is an opportunity to achieve first mover advantage and a competitive
point of difference “now”. All industry data collaborates the inflexion point
of adoption (aided by smart phone penetration) is NOW!
A smart flexible light weight mobile app using a suite of existing consumer
behaviors is now a reality…
- Delight guests while delivering on the key IHOP values
- Innovative engagement…brand in hand “infotainment”
- Drive key initiatives such as Global Green…and help reduce
printed materials (and costs)
- CRM opportunity to close the loop on pre-dine, dine, and post
dine experience…driving loyalty and incremental visits
- Social media enabled to drive brand ambassadors
“Now” is the time to engage and delight guests with a Mobile App

2. Mobile is an Integral Part of Consumer’s Lives
Always onAlways at hand Personal, rarely shared
MOBILE ENABLES OUR IMMEDIATE LIFESTYLE
Connect EntertainInform

3. Mobile offers a Perfect Storm for Marketers…
Digital usage goes
mainstream
1 Location-aware
technologies
2 Dining becomes
even more social
3
MOBILE + SOCIAL + DIGITAL = BRAND
CONSUMER ENGAGEMENT

5. Smartphone penetration has surpassed 50%...
• Facebook is the #1 destination online today…however,
• Facebook's latest 10-Q filing reveals that nearly 20 percent of
its more than 543 million monthly mobile users accessed the
social network in June solely on their mobile device. That's 102
million people. (TechCrunch 7/31/12)
• Apple Headline News: More Than 2 Million iPhone 5s Pre-
Ordered in 24 Hours (September 17, 2012 by Stan Schroeder)
iPhone 5 pre-orders topped 2 million in the first 24 hours of
availability, Apple has announced. This figure more than
doubles the previous record of one million devices pre-
ordered, held by iPhone 4S. “iPhone 5 pre-orders have
shattered the previous record held by iPhone 4S and the
customer response to iPhone 5 has been phenomenal,” said
Philip Schiller, Apple’s senior vice president of Worldwide
Marketing.
By 2015 projections are internet access on mobile will surpass desktop.

6. 3 Tenets for Smart Mobile App Marketing
• (1) Convenience
– Less is more, transform business with simple solutions
• (2) Context
– Like a good friend, be there with just the right solution
– Provide a point of difference versus the competition
• (3) Content
– Delight, reward, drive loyalty and brand ambassadors
– Form direct consumer relationships with real-time data

7. Objectives for the IHOP App
• Primarily drive dine in guest engagement to improve brand
awareness, popularity, and purchase…and repeat purchase/visits
• Provide guests with brand in hand infotainment
• Time of day, day of week programmed for occasion relevance
• Geo location enabled
• A smart solve for driving the pre, during, and post dining experience…a
simple SMS opt-in can build a true mobile CRM platform
• Engage by guest occasion with smart content…with the kids, spouse, on a
date, friends, just the guys, just the girls, etc
• The light weight smart app will highlight key goals
• Educate and suggestive selling…digitally engaged menu
• Entertain and consider gamification elements
• Socialization with tools to share
• And, it’s really about the data…driving direct relationships with
actionable data that is unprecedented for brands.
• CRM opportunities to drive the next visit and close the loop in full

8. Why a “Smart” app for IHOP matters…
• The app will serve as IHOP’s “breakfast time all the time”
discovery engine, with key marketing focused elements
updated monthly and for key holiday themed periods
• The Data…direct data and the ability to market at the speed of
culture…in real-time
• Building innovative relationships with guests
• The C4 MVP engine can be used to re-engage
• The opportunity to drive true CRM and visits is just the tip of the
iceberg…offering rewards and sweepstakes are also possible
• Consider developing a personal feature (“My Pancake”)that
can provide badge value and also be shared via social media
• Overall, activity is Infinitely measurable and provides a stand-
alone opportunity to drive loyalty or to be coupled with existing
platforms

9. Summary of Key Opportunities for IHOP
There are 3 key areas that most clearly validate the IHOP forward with
development of a custom smart phone app;
• Efficiency: The C4 cloud based suite can be implemented for both
on and off premise and dynamically managed in real-time.
• Data: Real-time data that is proprietary and sets the foundation for
continued calibration for on-going volume driving initiatives & CRM
• Engagement: First mover advantage with a true competitive point
of difference is the goal…delivering on the 3 tenets; Convenience,
Context, and Content! An engaging discovery engine!
• Content should deliver a mix of information, suggestive smart
selling and “fun”…for all guests.
• Surprise and delight…and guests will become ambassadors and
share with their social sphere.