IHOP is bringing its viral Dubai Chocolate Pancakes nationwide

Few menu trends have gone as viral on social media as much as Dubai Chocolate.

Since a single tasting video posted in late 2023, the Dubai Chocolate hashtag on TikTok has exceeded 18 billion views. Curiosity about the flavor has driven a 1,200% year-over-year surge in unit sales for pistachio-filled chocolates.

Such demand is why IHOP tested the Dubai Chocolate Pancake Stack in three locations in August 2025, and it’s also why the item promptly sold out and drove significant dine-in traffic increases. Now the family-dining chain is bringing the pancakes national. Starting June 29, the Dubai Chocolate Pancakes will hit menus at participating restaurants systemwide, alongside a new Dubai Chocolate Milkshake.

“We are bringing them back by popular demand after selling out within 72 hours,” IHOP’s Executive Director of Brand Calendar Strategy Samantha Strong said during a recent interview. “The pancakes allowed us to find a moment to lean into and figure out how to bring them into every restaurant. Innovation is at the forefront of what we do and delivering that with offerings like Dubai Chocolate Pancakes gives customers a reason to come in for a flavor — something beyond just the price. It’s about the complete experience.”

The item features chocolate chip pancakes with hazelnut and cocoa spread, pistachio-flavored mousse, roasted kataifi, and crushed pistachios, topped with whipped topping. The pancakes are available as a combo with two bacon strips or sausage links, two eggs, and hashbrowns. The milkshake includes vanilla ice cream blended with pistachio and chocolate syrups with whipped topping and chopped pistachios.

It’s important to note that social media virality is only part of the reason IHOP tested and is now launching the pancakes, which were initially created by a restaurant team in Totowa, New Jersey. Consumer insight also shows that 87% of Gen Z guests want more global flavors in general on the menu.

“International is in our name,” Strong said. “We … make sure when we bring ideas it is going to lean into the authenticity of who we are (like) international flavors, like Dubai Chocolate, that we can own.”

The expanded launch of Dubai Chocolate Pancakes also fits another IHOP objective — to move at the speed of culture. When Lawrence Kim was named president of the brand in early 2025, this was among his top and immediate priorities.

To help reach this goal, IHOP moved its social media team in-house last year. Since then, the chain has offered Bottomless Pancakes to tap into the “24-Hour Challenge” trend in which fantasy football league losers are subjected to the punishment of spending 24 hours at IHOP and eating nothing but pancakes. The company also celebrated National Pancake Day by breaking the Guinness Book of World Records for most pancakes served in an eight-hour period and recruited social media influencer Mr. Fantasy for a campaign.

More recently, the 67-year-old brand trademarked the acronym BLTAF, playing on the informal abbreviation of “AF” to promote the latest addition to its $6 Everyday Value Menu — the Bacon, Lettuce, Tomato (sandwich) … And Fries.

IHOP is just getting started. For example, there is a relatively new “Chicken Banana” viral song and dance permeating on social media that appeals to younger consumers, and some restaurants in the system have offered a chicken and banana pancakes menu hack to embrace the trend.

“It took us a few weeks to get it out there but it’s a great example of how our teams bring ideas to us. They’re tapped in and stay on top of everything and they’re constantly looking for flavors that are trending and bringing that to life in a uniquely IHOP way,” Strong said. “The beauty of IHOP is that it has a broad appeal across generations and it makes it fun.”