Dual IHOP/Applebee's Planned for Brookfield
A dual-branded IHOP and Applebee's restaurant is planned for Brookfield, Wisconsin. Brookfield Ventures, LLC, submitted plans to renovate the existing IHOP at 1005 S. Moorland Road. The project will involve combining the two dining establishments into a single location with exterior changes.
- The dual-branded restaurant is part of a larger strategy by parent company Dine Brands Global, which has seen success with this model internationally before introducing it to the U.S. These co-branded locations often generate 1.5 to 2 times the sales of a standalone restaurant. - The combination of brands is designed to maximize business throughout the day, leveraging IHOP's breakfast and morning popularity with Applebee's established lunch, dinner, and bar traffic. - The first dual-branded Applebee's/IHOP in the United States opened in Seguin, Texas, in February 2025. Dine Brands plans to have up to 14 more of these locations open in the U.S. by the end of 2026. - Guests at these combined locations can order from both menus, regardless of which section they are seated in. The restaurants feature distinct dining areas for each brand but share common spaces like the host stand and kitchen. - These hybrid restaurants sometimes feature exclusive "menu mashup" items, such as a Buffalo Chicken Omelette or an "Ultimate Breakfast Burger," which combine elements from both menus. - The Brookfield project is one of several dual-branded locations planned for Wisconsin; other sites are in progress in Ashwaubenon, Delafield, Wausau, and Menomonee Falls. - The property is owned by Brookfield Ventures LLC, which leased the space for the IHOP. The renovation will combine the two restaurants under one roof.
