IHOP, the popular American pancake house, is teaming up with Google’s AI recommendations to enhance its online ordering experience. In a move to capture more sales from the growing trend of online and to-go ordering, IHOP hopes to replicate the experience of having a waiter recommend additional items when dining in person.
According to Krish Lakshminarayanan, Vice President of Data and Analytics at Dine Brands Global, IHOP’s parent company, customers visiting IHOP’s website will now receive personalized suggestions to complement their order. This initiative comes as IHOP aims to increase its to-go business, which has become more significant during the pandemic.
IHOP’s decision to incorporate AI-powered recommendations is a response to the changing landscape of the restaurant industry. The pandemic has forced many eateries to rely heavily on takeout and delivery orders, with IHOP reporting that approximately 20% of its sales now come from guests who don’t dine in person, nearly double the percentage from 2019.
The implementation of AI in the online ordering process aims to recreate the personalized touch that diners experience when eating at the restaurant. IHOP’s Chief Marketing Officer, Kieran Donahue, believes that getting recommendations is an integral part of the dining experience, and customers should be able to enjoy the same service when using IHOP’s website.
IHOP’s adoption of AI technology for its online ordering platform is part of a larger strategy to redefine its to-go business. The restaurant chain has already launched a loyalty program and revamped its website to cater to the growing digital needs of its customers. These efforts have contributed to an 11% increase in franchise sales in the first half of this year compared to the same period in 2020.
Google, which provides the AI-powered recommendations, has stated that IHOP is the first brand in the restaurant industry to leverage its Google Cloud recommendations AI. This collaboration signifies the increasing integration of AI into the foodservice sector, with restaurants recognizing the importance of technology to adapt to changing consumer behaviors.
In conclusion, IHOP’s partnership with Google’s AI recommendations is aimed at enhancing the online ordering experience by providing personalized suggestions to customers. As the restaurant industry continues to navigate the challenges brought about by the pandemic, IHOP is embracing technology to meet the demands of a growing online and to-go market. By incorporating AI, IHOP hopes to recreate the personalized service typically associated with dining in person, ensuring customers feel catered to even when ordering remotely.
