Your favorite childhood pancake behemoth wants to get ya before work Yesterday IHOPannouncedit’s getting into the crowded to-go breakfast game with Flip’d -- a quick spot to grab made-to-order breakfast and coffee. They’re launching a pilot in Atlanta in April and have tentative plans to open in other big cities like NYC, DC, Denver, and SF. IHOP is banking on urbanites’ appetite for a fast made-to-order b-fast Flip’d’s menu will feature egg sandwiches, breakfast burritos, and a build-your-own pancake bar. They’ll also serve pancake bowls, which sounds like a feat of culinary engineering, butseems to bepancakes in a takeout container. They’ll offer online ordering and are trying to court customers who grab a quick bite with their caffeine fix. In thewordsof IHOP president Jay Johns, “Today, millions of Americans are settling for sub-par breakfast foods that are either microwaved or have been sitting under a heat lamp because they’re forced to grab something while at their usual coffee spot.” (Ahem, Starbucks.) But Starbucks’s culture runs deep. It has40%of the coffee shop market in the US, and it’s unlikely people will make two stops for b-fast and coffee. So Flip’d’s espresso drinks better compete with Sbux’s Cinnamon Roll Frappuccino. Wendy’s, McDonald’s, and Panera are also vying for market share Wendy’s will beservingbreakfast in 2020, and Dunkin recentlyaddednew breakfast items, including a Beyond Meat b-fast sammie. McDonald’stook a swipeat Starbucks by releasing a cinnamon cookie latte for the holidays and added Donut Sticks to the menu. (Please don’t order those together.) Panera’s breakfast menu got aface-liftthis year as well. These heavy hitters may be investing more in meal #1 because industry reports say it’s agrowing market.