IHOP hit with backlash over new $100 Dubai Chocolate Pancakes but it's not what it seems

Dubai-style chocolate is one of those fads that’s got half the population obsessed and the other half patiently waiting for the hype to die down.

If you’re unfamiliar, it’s basically a Kinder bar with a pistachio filling and dark chocolate coating, carrying a certain cachet by association with the high life of Dubai. You may well see it in the wild as it’s eaten by a Labubu-wielding adult in the seconds before they wash it down with a matcha latte.

The trend has officially landed at beloved pancake outlet IHOP, and the chain has caused a stir with its limited edition addition to the menu.

The most expensive pancake stack ever seen at IHOP (IHOP)

IHOP has introduced the Luxe Dubai Chocolate Pancake and claims it’s valued at over $100 per serving. It comes with Madagascar vanilla whipped cream, a whole Dubai-style chocolate bar, edible 24K gold flakes, and gold glitter sprinkled over Dubai-style chocolate-flavoured buttermilk pancakes.

It sounds like an absolute heart attack, and that’s before remembering it's worth $100.

The Luxe Dubai Chocolate Pancake features handmade Madagascar vanilla whipped cream, a whole Dubai Chocolate bar, edible 24k gold flakes and gold glitter on top of Dubai Chocolate-flavoured buttermilk pancakes.

While the Luxe is ‘the most expensive pancake the brand has ever served', IHOP has said that the first 25 guests at each of the three locations where it’s being served will be able to try it out for free.

After that, customers can go for the slightly more affordable accompanying Original Dubai Chocolate Pancakes ($13), which feature shredded phyllo dough, pistachio cream, and a hazelnut spread. The buttermilk pancakes are also garnished with curled chocolate and pistachio crumbs.

The Original Dubai Chocolate Pancakes can be yours for just $13 (IHOP)

Now, while IHOP has said it values the Luxe pancakes at $100, it doesn’t seem as though it will be actually selling it at that price - not that many people realised this.

“There is no way I'm paying over $100 for pancakes,” one Reddit user fumed.

“I don’t think anyone is going to be drunk enough to fall for this, IHOP,” said another.

“The layers of gross consumerism in this s**t sandwich are impressive,” opined another.

“Ugh, the gold flakes.., of course,” said yet another concerned fan. “Not even novel at this point.”

The Dubai-inspired pancakes will only be available at three locations in the US (JHVEPhoto/Getty Images)

However, one helpful Redditor eventually explained: “The pancakes are VALUED at $100. They're making 25 stacks at 3 locations and giving away essentially free samples of them to customers on one specific day. Then after they will be doing a limited run at those 3 locations of a pared down version for $13. They are NOT going to try and sell $100 pancakes.”

If you’re hoping to try one for yourself, just three locations have been selected in New York City, Los Angeles and Austin, with both options launching on 4 August 2025:

• 235-237 E. 14th St., New York, NY 10003
• 913 N San Fernando Blvd., Burbank, CA 91504
• 707 E Cesar Chavez St., Austin, TX 78701