IHOP Caters to Flapjack Cravings on National Pancake Day

Feeling a craving for a hearty stack of pancakes doused in syrup? If so, you are in luck, as today is National Pancake Day.

On Feb. 28, for the seventh consecutive year, IHOP (DIN) restaurants are offering free short stacks of buttermilk pancakes to men, women and children across the U.S., all in the name of altruism. Designed to raise awareness – and cash – for charities including the Children’s Miracle Network, the chain is hoping to raise $2.7 million this year as it encourages donations from customers streaming in for their free flapjacks. You don’t have to go to an IHOP to donate; the chain is also taking donations online.

Last year’s effort raised $2.5 million; the total raised since 2006 is close to $8 million.

IHOP, which changed its corporate identity to Dine Equity in 2008 following its 2007 acquisition of Applebees, has more than 1,500 stores across the U.S, Canada, Mexico, Puerto Rico, Guatemela and the Virgin Islands.

In today’s Twittersphere, it seems that many are excited about this free food offering; “IHOP” and “Happy National Pancake Day” have been trending since the early morning hours. Evens some celebs, including Pee Wee Herman, tweeted about the free stacks they were inhaling.  And if you thought pancakes could not be controversial, then think again: As pointed out by Slate’s Matthew Yglesias, IHOP actually got to the celebration one week late:

“In the non-U.S. portions of the English-speaking world, the Tuesday before Ash Wednesday (i.e., last Tuesday) is known as Pancake Tuesday. Here in the United States, we've gone Francophone via Louisiana and know it as Mardi Gras, but under either name the day celebrates the same thing. It actually seems like it would be smarter business strategy for IHOP to do the Pancake Day promotion on the day the Brits and Canadians call "Pancake Day" since presumably a pancake eatery would have a strong interest in bringing the association between pancakes and Lent into sharper view here in the USA.”

But IHOP has an answer to this one: They are a week late because they want to allow for a full month of fundraising to follow this event.

Late or not, where can you get in on the free flapjack action? Check the IHOP locator here.