Luxury Chocolate Pancakes from IHOP Catch Attention on TikTok, Costing $100 Each in Dubai
IHOP Offers Free Taste of Luxurious $100 Pancake on August 4
IHOP, the iconic pancake chain, is offering a taste of luxury with its new "Luxe Dubai Chocolate" pancake. On August 4, 2025, at 12 PM local time, the first 25 customers at three locations – New York, Los Angeles, and Austin – will get a chance to try this extravagant treat for free.
The Luxe Dubai Chocolate Pancakes are a sight to behold, featuring buttermilk-flavored pancakes infused with Dubai chocolate flavors such as pistachio, hazelnut, and kataifi pastry. They are topped with a massive Dubai Chocolate bar, Madagascar vanilla-infused whipped cream, and edible 24-karat gold flakes, making them the most expensive item IHOP has ever created, valued at over $100.
After the free samples run out, IHOP will sell a pared-down version of the Luxe Dubai Chocolate Pancakes for $13 at the same three locations. This simplified version retains the Dubai Chocolate flavors but skips the gold flakes and the large chocolate bar.
IHOP's CEO, Kim, stated that the Luxe Dubai Chocolate Pancake fits into the company's strategy of focusing on innovation and offering interactive experiences with brands. The chain is capitalizing on the "Dubai Chocolate" trend, which originated in 2021 from a chocolate shop in its namesake city.
The rise of Dubai Chocolate has been fueled by packaging resembling luxury goods and social media, particularly viral videos. IHOP was inspired by a young employee's TikTok creation of the flavor, which garnered nearly 4 million views, to create this version of the pancake in just two months.
The Luxe Dubai Chocolate Pancake's distinct ingredients, including saffron, camel milk, and pistachio cream, are not typical in other chocolates sold in the United States, making them catch the attention of American consumers. Sally Lyons Wyatt, global EVP and chief advisor at Circana, stated that Dubai Chocolate's growth reflects broader trends in premiumization and the demand for new, shareable food experiences.
IHOP's giveaway of free samples of the Luxe Dubai Chocolate Pancakes is intended to attract fervent TikTok users, providing the chain with a much-needed boost. US same-store sales at IHOP fell nearly 3% in its most recent quarter, prompting the chain to lean more on promotions.
[1] IHOP's press release [2] Forbes article on the Luxe Dubai Chocolate Pancake [3] CNN Business article on IHOP's sales decline [4] USA Today article on the rise of Dubai Chocolate [5] Eater article on the Luxe Dubai Chocolate Pancake event
- IHOP's strategic move to offer the Luxe Dubai Chocolate Pancake highlights their focus on fashion-and-beauty and lifestyle trends, aiming to create an interactive and shareable food-and-drink experience.
- The Luxe Dubai Chocolate Pancake, priced over $100, is not only a food item but also a symbol of technology, as the viral TikTok video that inspired its creation demonstrates the power of social-media platform in promoting business and entertainment.
- The unique ingredients used in the Luxe Dubai Chocolate Pancake, such as saffron, camel milk, and pistachio cream, set it apart from common food-and-drink offerings, making it an attractive option for consumers seeking a premium and exotic food-and-dink experience.
- As IHOP seeks to boost its flagging sales, particularly after the recent 3% decline in same-store sales, free samples of the Luxe Dubai Chocolate Pancake are being offered to fervent social-media users, capitalizing on the rising trend of Dubai Chocolate and the vibrant entertainment opportunities it presents.
