LET'S DO LUNCH, NEW EXEC SAYS IHOP CONTINUES BEYOND-BREAKFAST PUSH.

Byline: Brent Hopkins Staff Writer

GLENDALE - Continuing attempts to expand out of the breakfast market, IHOP Corp. officials announced Wednesday that a new executive position has been created to beef up the menu.

The chain, which built its reputation for decades on its signature pancakes, has seen success with recent attempts to strengthen itself in lunch and dinner selections. In hiring John Koch, a 30-year industry pro, as its first vice president of product, menu and purchasing, chain officials hope to continue that expansion.

Riding on the success of its Super Stacker sandwich promotion in this year's third quarter, chain executives have their sights on muscling into the family dining segment owned by stalwarts like Applebee's and Denny's.

``They want people to think of them as more than just pancakes,'' said Dennis Joe, an analyst with New York-based research company Sidoti & Co. ``Considering 'Pancakes' is in the title, it'll be tough.''

Koch, who served as senior vice president of research and development for Applebee's and in a similar post at Olive Garden, has worked with IHOP for the past year in a consultant role. In his time advising the company, he worked on menu development and promotions, which he hopes to expand in his new executive role.

``You'll see some noticeable changes in product offerings, then other things like the ingredient mix that are seamless to the guest,'' Koch said. ``You don't see it on the menu that the food's going to be more flavorful than yesterday.''

In his time in the industry, Koch studied under the former head of the Italian Culinary Olympic team and at the Culinary Institute of America, and he also operated his own restaurant in recent years. Such experience may prove useful in the quest to fill more booths after the breakfast rush is over.

``They're trying to draw people in, because it's tough to bring in more when the restaurant's already filled,'' Joe said. ``This is the easiest way to grow same-store sales.''

Brent Hopkins, [phone]

brent.hopkins(at)dailynews.com