IHOP’s President Isn’t Losing Sleep Over the McDonald’s All Day Breakfast

The all day breakfast menu from McDonald’s (MCD) isn’t keeping IHOP President Darren Rebelez up at night. ‘We’re not really worried about that,’ Rebelez said. ‘We’ve been doing breakfast all day for 58 years. We believe we offer a different occasion and experience for the guest. 80 percent of our items are customized by our guests and by the cooks so we have the ability to create a unique item.’ McDonald’s launched its around the clock breakfast lineup back in October as part of a larger effort to revamp the fast food giant under CEO Steve Easterbrook. ‘The fact that all of these players are getting into breakfast all day and elevating that awareness, we think plays to our benefit,’ Rebelez added. IHOP is part of the publicly traded DineEquity (DIN). Shares are up 10.4 percent since the start of the year. TheStreet’s Scott Gamm reports from New York.