Going the Extra Smile: Highlights from IHOP’s GFC
At a Glance
In 2023, IHOP became the latest household name to choose Bishop-McCann as their franchise events partner. BMC provided full logistics, program management, and production services for their annual Global Franchise Conference (GFC). The program, held at the JW Marriott in Austin, Texas, sought to elevate the guest experience and commemorate the company’s 65th anniversary.
By the Numbers
- IHOP attendees: 690
- Sponsors: 178
- Total attendees: 868
- Days: 3.5
- IHOP Anniversary: 65 years
- Increase in sponsorship commitments: $310,100
Opportunity
From the very beginning, it was made clear that the foremost measure of success would be an increase in attendance over previous years. We saw this as a tremendous opportunity to bring fresh thinking across many BMC capabilities to enhance the franchise event experience. This was our chance to not only make a case for attending the 2023 GFC, but also to provide an experience that would have franchisees and sponsors coming back year after year.
Creative Concept
In words and deeds, IHOP is all about “Going the extra smile.” So, at the 2023 GFC, this brand mantra was employed as our theme to great effect. In addition to being central to mainstage messaging, the iconic “smile” brand mark was mingled with Austin and Texas-themed iconography to create an environment that was local but undeniably “IHOP.”
Outcome
Through close collaboration with our partners at IHOP, as well as our own experience catering to a franchise audience, we were able to identify specific draws that we knew our audience would find compelling. In addition to edifying content and guest speakers, we leaned into the “keep it weird” spirit of our host city, Austin, Texas, to delight our guests with fun and memorable moments throughout the program. Our overwhelmingly positive guest survey results affirmed that not only did our audience find this to be an outstanding franchise event, but we were also satisfied that we’d laid the groundwork for the continued growth of the conference.
Unique Features
We quickly learned that IHOP is a brand that “walks the walk” when it comes to food quality, innovation, and customer experience. While sampling new items is always a crowd-pleaser, this year they decided to take it up a notch with a concept that was as performative as it was informative.
Instead of the traditional sampling stations in the vendor show, the general session became home to IHOP’s own “Kitchen Stadium.” Here IHOP chefs could not only share the latest menu offerings, but also demonstrate the technique, flair, and care that goes into their new creations. In the end, attendees were as entertained as they were satisfied and returned to their restaurants knowing the stories behind the new menu.
JOY Moments
Our franchise event for IHOP was filled with unforgettable JOY moments that highlighted the creativity and meticulous planning our team brings to every project. One highlight was during the general session, where we faced the logistical challenge of providing over 850 attendees with a sample of IHOP’s new signature cotton candy lemonade. With only a 15-minute break, our team had all hands on deck in order to flawlessly coordinate the table drop of the core ingredients. When the attendees returned to the room, the tables were transformed, and the ingredients for this tasty treat were available for everyone to create and enjoy.
Another standout moment was the first-ever working kitchen on the general session main stage that we described previously. The IHOP culinary team demonstrated the preparation of new products, allowing attendees to see, taste, and enjoy them in real-time. Our production team rose to the occasion, delivering a seamless and professional experience that truly looked like a high-quality TV production. The skillful timing, excellent camera work, and overall execution left our guests thrilled.
Quotes
Hearing our client, the President of IHOP, and the CEO of DINE say, “This was the best GFC ever!” was also an incredible JOY moment for the team.
Additionally, attendee comments included:
Excellent networking opportunity for corporate, franchisees, and vendors alike.
The kitchen stadium was fantastic; it was the highlight of the event.
One of the best conferences yet!
