IHOP is testing out a new business model that differs from its traditional service.

Instead of their old full-service, booth seating restaurants, IHOP is launching a new fast-casual chain called “Flip’d.” The menu at the new Flip’d chain will offer many meals similar to what you would find at IHOP. You can expect the same kinds of sandwiches and pancake bowls. What’s different is that unlike IHOP meals, service will be quite fast and you can eat the meals on the go. However, the seating arrangement at Flip’d will also be different. It won’t be as cozy as IHOP’s, and seating will be more limited.

The reasoning behind IHOP’s new business is perhaps the growth that they are witnessing in fast food for breakfast. Competitors, such as Wendy’s and Dunkin’ are also launching new breakfast options. However, they’re not opening a new chain to do so. Flip’d will essentially serve as IHOP’s foray into the world of fast breakfast.

IHOP President Jay Jones points out that most other fast breakfast options are not very fresh or well-prepared. As such, Jay told CNN that he sees “tremendous” potential in the breakfast fast casual sector. He explained that he hopes to get business from customers who often reluctantly eat their breakfasts in a rush while they go to a coffee shop in the morning. Jay argues that they will be better served with more appetizing meals while they get their morning coffee.