Flavor Trailblazer: Art Carl

IHOP holds a singular place in American dining culture—a heritage brand built on comfort, nostalgia and stacks of syrup-kissed pancakes shared across generations. Today, its culinary team is finding fresh ways to keep that connection strong, reimagining familiar flavor systems through creative twists that feel both new and unmistakably IHOP. For Art Carl, VP of culinary innovation, product marketing and menu strategy, the focus is on evolving the brand’s signature indulgence through approachable innovation with flavors guests recognize, delivered in ways they don’t see coming.

Katie Ayoub: Describe your role at IHOP.
Art Carl: My team and I handle all the innovation for food and beverage, plus menu strategy. We work cross-functionally with marketing to make sure what we create aligns with their campaigns, and with operations to ensure it is executable across the system.

KA: What’s your biggest challenge in innovation?
AC: People are more aware of emerging flavors now, which is both good and challenging. For a brand like ours, we can’t go too far out with something guests won’t recognize. Our job is to introduce globally inspired flavors that guests can understand through taste—not necessarily through the name or cultural reference. Everything has to feel authentic to our brand. Sometimes we start with something very specific or adventurous and evolve it into an IHOP item that connects with our guests nationwide.

KA: Can you give an example?
AC: The Dubai Pancakes are a great example. At first, we started with really luxe components: pistachio, chocolate and even gold flakes and gold dust. Then we asked, “How do we make this approachable for every IHOP?” We simplified it for broader execution while keeping the indulgence and flavor intact: buttermilk pancakes layered with pistachio cream, hazelnut spread, kataifi strands and topped with chocolate curls and crushed pistachios.

KA: Value is such a big topic across the industry right now. How is IHOP defining value?
AC: We’re delivering value in a few ways. We launched our $6 Value Menu that’s available every day from 6 a.m. to 10 p.m. It features our breakfast staples—things people already love—but we didn’t cheapen or take anything away. It’s about access, not compromise. We also define value through abundance. Our portions are generous—take our omelettes, for example. They’re layered, filled, topped and come with three pancakes on the side. Guests often leave with leftovers, which adds to the sense of satisfaction and worth. IHOP has always been indulgent and abundant. Guests walk out with to-go bags and feel good about what they spent because they got a full experience—flavor, fullness and familiarity.

KA: How do you filter global flavor inspiration through the IHOP lens?
AC: We always start with the guest. We explore global trends, but whatever we bring in must connect to breakfast somehow—since about 75 percent of our guests, no matter the daypart, come in for breakfast food. We look at what’s happening around the world and ask, “How can that idea translate through IHOP’s core ingredients and equities?” For instance, we’ve been looking at Japanese omelettes and crêpes—unique textures and techniques—but we would adapt them to feel distinctly IHOP. Latin America remains huge for us; it aligns with our guest base and flavor preferences. But Japan is fascinating from a culinary standpoint, particularly the textural play. And things like boba, foams or even cream cheese teas are intriguing. We’re watching how U.S. consumers are catching up to those textures. We’re not trying to lead that trend, but to enter when the timing is right.

KA: Which trends are sparking the most inspiration right now?
AC: Nostalgia is always key for us. We’re a 67-year-old brand with deep emotional equity. Sweet heat continues to have legs, too. And indulgence never goes out of style. We like to deconstruct flavors and rebuild them—that’s our creative playground. We’re having success with our Spotlight Stack program, which includes, most recently, our Pumpkin Pancakes and Coffee Cake Pancakes. The latter features a cinnamon spread, cheesecake icing and streusel topping—essentially breaking down the nostalgic coffee cake experience and rebuilding it in pancake form. It’s performed really well.

KA: What are two or three of the most enduring items you could never take off the menu?
AC: Buttermilk pancakes, of course—they’re our core offering. And our combination platters, where guests can mix and match pancakes, eggs, meats and sides. That customization has always been part of who we are. Guests have their favorite combinations, and that flexibility keeps them coming back.

QUICKFIRE

Source of inspiration:
Everywhere. I try new things constantly: at restaurants, through travel and even through my family. My wife is great at pushing me to try dishes I wouldn’t normally order. I don’t live on TikTok, but I do keep an eye out for what’s trending there and then explore it further to see what might have staying power or menu potential.

Something in your fridge that would surprise people:
Probably the boba kits. My 10-year-old daughter, Vivian, is obsessed—she makes dirty sodas and tries all kinds of tropical boba flavors: mango, passionfruit, strawberry. So yes, our fridge is full of boba. She’s basically my Gen Alpha beverage R&D person.

Best bite you’ve had recently:
At Asador Bastian in Chicago. It serves beef that’s been aged in tallow for more than a year—not dry-aged, but fat-aged. It has the most unique, rich flavor I’ve had in years.

Flavor or ingredient you’re most excited about right now:
Globally inspired heat. Things like gochujang or textured chile crisps. I’m exploring how we can bring that kind of nuanced heat into the IHOP menu. The goal isn’t just “hot,” but flavorful and craveable heat with texture. There’s so much potential in that space.

Go-to late night snack:
Pizza. Any kind of pizza, really, but if I had to choose, a classic New York slice.