Pancake Squad Kids Loyalty Program

IHOP International, a beloved family-friendly restaurant that has been spreading happiness around the globe for over 60 years, wanted to enrich their guest experience, particularly for their youngest visitors. Happy kids result in happy parents, and happy families return for more scrumptious pancakes.


NM+U was charged with developing a program that was specifically aimed at making kids happy, providing a more immersive experience both in and out of the restaurant. Ensuring the program aligned with the brand promise of “Spreading Happiness” and that the experience would be highly shareable, presented unique challenges.


NM+U developed The Pancake Squad Kids Loyalty Program consisting of in-store experiences and a multi-featured app with augmented reality, interactive games, a photo booth, and a variety of delightful entertainment. When children join a “squad” they belong to something fun while having a memorable experience.

Print Materials; Birthday e-vite
Print Materials; Placement
Print Materials; Birthday e-vite
Height Chart
Pancake Squad App

Having a multi-faceted app was key to creating an engaging experience for the whole family. From augmented reality features at the entry and table, to games, photobooth and filter features that are fun for the whole family.

What are the kinds saying

With thousands of downloads in the first month and hours of in-app use time average by each user, it’s clear that the app succeed in capturing the audience it set out to. But although the numbers speak for themselves, sometimes hearing the families speaks even louder.