IHOP Unveils Dubai Chocolate Pancake, Offering Exclusive Taste for Free

IHOP has announced two exclusive pancake stacks for limited release in NYC, LA, and Austin on August 4. The Luxe Dubai Chocolate Pancake, valued over $100, features handmade whipped cream, a Dubai Chocolate bar, and edible gold flakes. The first 25 guests to arrive at participating restaurants can try it for free. The original Dubai Chocolate Pancake is also available for $13 while supplies last.

International House of Pancakes (IHOP), a subsidiary of Dine Brands Global, Inc. (NYSE: DIN), has announced the release of two exclusive pancake stacks for a limited time in New York City, Los Angeles, and Austin. The Luxe Dubai Chocolate Pancake, priced at over $100, will be available to the first 25 guests at each participating location for free, while the original Dubai Chocolate Pancake will be sold for $13 while supplies last. This initiative is part of IHOP's strategy to innovate and attract new customers, particularly Gen Z eaters, amidst a broader decline in the casual dining sector [2].

The Luxe Dubai Chocolate Pancake features handmade Madagascar vanilla whipped cream, a whole Dubai Chocolate bar, and edible 24K gold flakes, making it the most expensive item IHOP has ever created. The original Dubai Chocolate Pancake, which is more affordable at $13, includes crunchy roasted Kataifi, silky smooth pistachio cream, and rich hazelnut spread layered between fluffy buttermilk pancakes and topped with chocolate curls and crushed pistachios [1].

The release of these pancake stacks coincides with the growing popularity of the Dubai Chocolate trend, which has captured the attention of millions of social media users, notably on TikTok. The trend originated in 2021 at a chocolate shop in Dubai and has since inspired various adaptations, including milkshakes and dupes at retail stores [2].

IHOP's decision to capitalize on this trend is part of a broader strategy to focus on innovation and provide interactive experiences for customers. The chain hopes that the limited-time release and the free giveaway will attract attention and boost sales, which have been declining in recent quarters [2].

The Luxe Dubai Chocolate Pancake is available at the following IHOP locations on August 4 starting at 12 PM local time:
- New York, NY: 235-237 E. 14th St., New York, NY 10003
- Los Angeles, CA: 913 N San Fernando Blvd., Burbank, CA 91504
- Austin, TX: 707 E Cesar Chavez St., Austin, TX 78701

For more information or to find the nearest restaurant, please visit IHOP.com [1].

References:
[1] International House of Pancakes, LLC. (2025, July 30). IHOP Unveils Its Most Decadent Stack Yet with the Luxe Dubai Chocolate Pancakes. Business Wire. Retrieved from https://www.businesswire.com/news/home/20250730176890/en/
[2] CNN. (2025, July 30). IHOP leans into Dubai Chocolate trend with luxury pancakes. Retrieved from https://www.cnn.com/2025/07/30/food/ihop-dubai-chocolate-release