IHOP is venturing into a new "fast casual" restaurant concept called Flip'd.

The idea is to serve IHOP-inspired breakfast items that can be eaten on-the-go.

The restaurant's president describes the new dining experience as food for people who usually visit coffee shops but want better breakfast options.

“In looking at what exists today in terms of fresh, fast menu options -- particularly at breakfast -- there’s still tremendous opportunity for growth,” said Jay Johns, president of IHOP, in prepared remarks. “After talking extensively with consumers in large cities across the country, we designed Flip’d by IHOP to deliver on what folks told us they want and need from a trusted brand like IHOP in a fast-casual setting, putting an emphasis on quality ingredients, speed, to-go and delivery.”

The first Flip'd is set to open in Atlanta, Georgia.