AN iconic pancake chain with roughly 1,700 US locations has sparked a debate over its newest dish, inspired by a viral TikTok trend and valued at more than $100.
As IHOP debuts its sweet and crave-worthy Dubai Chocolate pancakes with a hefty price tag, there is a way for diners to get their hands on the sweet treat completely free.
International House of Pancakes, or IHOP, is hopping on the Dubai Chocolate trend that has taken the internet by storm.
The beloved breakfast joint is turning the viral sensation into luxurious pancakes worth more than $100, or roughly 900% pricier than the average cost of an IHOP short stack, according to its website.
The chain is rolling out two different versions of the trendy pancakes – IHOP’s luxe Dubai Chocolate pancakes and the original Dubai Chocolate pancakes.
The more premium of the two dishes comes with four buttermilk pancakes stacked between smooth pistachio cream, roasted Kataifi – a shredded phyllo dough – and hazelnut spread.
The decadent dish is then topped with handmade Madagascar vanilla infused whipped cream, a full Dubai Chocolate bar, a shaving of edible 24-karat gold flakes valued at approximately $3,000 per ounce, gold glitter, chocolate curls, and crushed pistachios.
The pancakes are “truly a luxurious and exquisite version” of the breakfast staple, IHOP president Lawrence Kim told CNN, noting that the dish was the priciest item the chain has ever whipped up.
Dubai Chocolate Bar Craze
The iconic Dubai Chocolate Bar has taken the internet by storm.
It went viral in December 2023 thanks to TikToker Maria Vehera’s video showing her indulging in the Middle Eastern treat, which has since garnered over 6.9 million likes.
The original Dubai Chocolate Bar, called Can’t Get Knafeh of It, was created by Fix Dessert Chocolatier in Dubai.
Vehera’s post sparked a craze among sweet tooths, who were quickly disappointed to realize that the decadent treat was expensive and hard to find.
Many social media users have whipped up copycat versions and homemade Dubai chocolate bars to get a taste of the treat.
Starbucks even launched a Dubai Chocolate Bar Matcha Latte inspired by the dessert, which has high demand and limited availability in the states.
Several retailers have begun selling versions of the chocolate bar as well to capitalize on the trend.
While the luxe stack of pancakes is valued at over $100, IHOP customers won’t have to fork over a Benjamin to indulge in the sweet breakfast treat.
IHOP is giving away stacks of the luxe Dubai Chocolate pancakes to the first 25 customers at select locations in New York, Los Angeles, and Austin, on Monday, August 4, at 12 pm local time.
After the luxurious pancakes run out, the breakfast chain is selling 500 stacks of original Dubai Chocolate pancakes at those three IHOP locations while supplies last for just $13.
The pared down version comes with four buttermilk pancakes stacked between pistachio cream, roasted Kataifi, and hazelnut spread, topped with chocolate curls and crushed pistachios.
FOODIES REACT
Beyond just serving up a sweet and irresistible breakfast to fans, the launch of the $100 pancakes is an effort to attract attention for IHOP and lure in diners.
It comes amid a sales slump, with the chain facing four consecutive quarters of falling sales across its US locations.
The deluxe Dubai Chocolate pancakes fit into IHOP’s strategy of focusing on innovation, adding that customers crave “interactive experiences with brands and this product takes it to the next level,” Kim told CNN.
He noted that it was the first time that the breakfast joint has done this elaborate of a limited-time drop for a pancake “at this level.”
Where to score IHOP's new Dubai Chocolate pancakes
IHOP’s limited-edition Dubai Chocolate pancake stacks will only be available at the following three locations beginning on August 4 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“We want to blow their minds and their taste buds when they take their first bites,” said Kim. “In addition to their first picture, when they capture this, because it’s a sight to see and an incredible taste to have.”
Gen Z customers are especially attracted to globally inspired flavors, with roughly half of them expressing interest to try Dubai Chocolate in an IHOP survey, according to Kim.
While IHOP has high hopes for its newest creation, many consumers have already expressed their disapproval of the Dubai Chocolate pancakes.
“I think IHOP is vastly over estimating it’s appeal as a chain restaurant,” one Redditor wrote under a post about the new treat.
“Sounds like IHOP is getting desperate for any sort of relevancy,” said another.
“The layers of gross consumerism in this sh** sandwich are impressive,” fumed a third.
Trader Joe’s previously hopped on the Dubai Chocolate trend, selling the viral candy for just $3.99 – it’s a quarter of the price of Walmart and Target’s version.
Plus, Costco sold an ice cream version of the iconic treat for $17.99.
IHOPStarting on August 4, IHOP will sell its original Dubai Chocolate pancakes for $13[/caption] GettyIHOP’s deluxe pancakes are worth more than $100, or roughly 900% more expensive than the average cost of a short stack[/caption]Hence then, the article about major pancake chain sparks backlash with 100 dish inspired by viral trend but you can get it for free was published today ( ) and is available on The U.S. Sun ( Middle East ) The editorial team at PressBee has edited and verified it, and it may have been modified, fully republished, or quoted. You can read and follow the updates of this news or article from its original source.
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