New York (CNN Business) IHOP, known for booth seating, table service and, of course, pancakes, is trying something a little different — a new restaurant concept called Flip'd by IHOP.

The menu will include several IHOP-inspired items, like pancake bowls, egg sandwiches, breakfast burritos, crispy chicken sandwiches, to-go salads and more. But unlike IHOP meals, Flip'd offerings can be eaten on the go. And unlike IHOP restaurants, Flip'd locations have limited seating.

The fast casual concept, a first for IHOP, is the brand's attempt to break open a new category: fast casual breakfast. It's also a way for IHOP to reach customers in dense urban areas, where it still has room to grow.

A rendering of a Flip'd by IHOP restaurant.

But most to-go breakfast options aren't freshly prepared, notes IHOP president Jay Johns, who told CNN Business that he sees a "tremendous" opportunity in breakfast fast casual.

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