March 7, 2022
March 7th marks National Flapjack Day, which celebrates the wonderful food that has graced many American breakfast tables for generations. Also known as griddlecakes, buckwheats, pancakes and hot-cakes, among others, Archaeologists believe that their origins date back to prehistory.
While they did not become popularized in the United States until the 19th Century, pancakes were still part of the American diet much earlier. According to National Geographic, Amelia Simmons’s 1796 American Cookery – thought to be the first all-American cookbook – has two recipes for pancakes.
So, in honor of National Flapjack Day, let’s take a look at some of the leading brands associated with this delightful breakfast item.
Let’s start with a major restaurant chain with the word “pancake” in its name. As the parent company of International House of Pancakes, or IHOP, Dine Brands Global (Tii:DIN) oversees more than 1,750 restaurants worldwide. The company is expanding its IHOP brand, with plans to open franchise locations in the United Arab Emirates and an additional 16 locations in the Caribbean over the next few years.
Another popular flapjack provider is Denny’s Corporation (Tii:DENN). Sometimes referred to as “America’s Diner,” its 1,640 locations worldwide are popular destinations for consumers jonesing for pancakes. The diner-style restaurant chain is rebranding itself to widen its customer base. Among these efforts is collaborating with social media influencers in which TikTok creators put their own spin on traditional meals to create a “Social Stars Influenced Menu.” The company is also experimenting with automated servers, with several locations employing robots to deliver orders to diners. The company says it is testing the robotic servers due to staffing shortages and as a way to reduce customer interaction during the pandemic.
While not as large as the other two chains, Cracker Barrel Old Country Store, Inc. (Tii:CBRL) and its affiliates operate more than 660 company-owned Cracker Barrel Old Country Store locations in 45 states. Last year, Cracker Barrel doubled down on its digital delivery platform, introducing The Pancake Kitchen, its breakfast-all-day, delivery-forward brand. The company announced plans to expand the concept, which delivers via DoorDash and Uber Eats, to operate out of nearly 100 more Cracker Barrel locations this year. The restaurant chain plans to expand to 200 locations by year-end.
Among the vast number of brands in the Conagra Brands Inc. (Tii:CAG) portfolio are a pair tied to the favored pancake topping – syrup. Log Cabin and Mrs. Butterworth’s. Introduced in 1887 by Minnesota grocer Patrick J. Towle, the Log Cabin brand was acquired by General Foods in 1927, Aurora Foods in 1997 and finally Conagra in 2018. Mrs. Butterworth’s, introduced in 1961, now includes a host of flavored syrups, a line of Pancake Breakfast Cups and pancake mixes. Similarly, The J. M. Smucker Company (Tii:SJM) produces a line of fruit-based toppings that include blueberry, strawberry raspberry and a sugar-free breakfast syrup for pancakes.
Consumers looking to whip up a quick flapjack breakfast often turn to one of two food giants: General Mills Inc. (Tii:GIS) and its Bisquick and Betty Crocker brands, and Kellogg Co. (Tii:K) and its Eggo line of frozen pancakes. Introduced in the 1930s, Bisquick Pancake and Baking Mix is used for baking everything from biscuits to muffins, stuffing, pies and of course, pancakes. While best known for its frozen waffles introduced in the 1950s, Eggo pancakes hit the markets some 40 years later. While perhaps not a core part of the Kellogg business, the company nonetheless expanded the original buttermilk product to include blueberry, chocolate chip, minis and Eggo Bites.
Flapjacks remain a favorite breakfast food that’s enjoyed worldwide. According to Guinness World Records, A group in Manchester, England, even organized the making of the world’s largest pancake, which measured 49 feet, 3 inches in diameter in 1994. While that may be a bit too much for most tables, there is no shortage of providers of more human-sized portions from which to choose.
TiiCKER was created for fan-first, brand-first public companies—with exclusive perks served-up weekly to shareholders. Own stock? Connect your brokerage account to view more than 130 perks waiting for you right now!