IHOP selects Baker to develop name for new parent corporation

Santa Monica, CA (November 15, 2007) — American icon IHOP Corporation has engaged Baker Brand Communications to develop a comprehensive naming exploration and brand platform for a new parent corporate entity. This new entity will serve as the holding company for the IHOP brand, following its acquisition of Applebee’s International, Inc.

The acquisition, announced in July 2007, will enable IHOP to apply its successful franchise model to the nearly 2,000 Applebee’s locations in the U.S. and internationally. The emerging parent company seeks to become a world-class franchisor of unique and outstanding brands that provide products and services to consumers. In addition to housing the IHOP and Applebee’s brands, this corporate entity will need to be flexible enough to accommodate the possible future acquisition of other well-known restaurant brands.

Baker was awarded the project following its proven success in developing corporate communications programs for IHOP. As well as developing a corporate name and brand platform, the new initiative will include a corporate website and identity system. The new entity will reinforce the IHOP brand, reenergize the Applebee’s brand, improve operations and maximize franchise development. Its launch is currently slated for Q4 2007.

Baker Vice President of Business Development Roxanne White adds: “This challenge is especially exciting because we’re creating a holding company that embodies the energy of IHOP’s current leadership, establishing the foundation for a world of future expansion opportunities.”

About IHOP Corp.

The IHOP family restaurant chain has been serving a wide variety of breakfast, lunch and dinner selections for more than 45 years. Offering 14 types of pancakes as well as omelettes, breakfast specialties, burger, sandwiches, salads, chicken and steaks, IHOP’s diverse menu appeals to people of all ages. IHOP restaurants are franchised and operated by Glendale, California-based IHOP Corp. As of June 30, 2007, the end of IHOP’s second quarter, there were 1,319 IHOP restaurants in 49 states, Canada, Mexico and the U.S. Virgin Islands. IHOP Corp. common stock is listed and traded on the NYSE under the symbol “IHP”. For more information, call the Company’s headquarters at 818.240.6055 or visit the Company’s website at www.ihop.com.

About Applebee’s International, Inc.

Applebee’s International, Inc., headquartered in Overland Park, Kansas, develops, franchises and operates restaurants under the Applebee’s Neighborhood Grill & Bar brand, the largest casual dining concept in the world. As of July 1, 2007, there were 1,943 Applebee’s restaurants operating system-wide in 49 states, 16 international countries, and one U.S. territory, of which 508 were company-owned. Additional information on Applebee’s International can be found at the company’s website www.applebees.com.

About Baker | Brand Communications

Baker is a corporate brand consultancy and communications design firm. For nearly 25 years we’ve been helping corporations achieve their business objectives and market potential through strategically grounded, creatively driven communications. Baker’s award-winning strategists, writers, designers and dedicated account teams draw upon proven methodologies and offer clients a superior level of service. Our comprehensive communications services include brand strategy and development, identity systems and naming, corporate communications, annual reports, marketing communications, interactive, video/multimedia and brand management.

Gary Baker
President & Executive Creative Director
800.939.5008 x308
g.baker@bakerbrand.com