Friends Merchant Series: Celebrating 30 years with IHOP Hasbrouck Heights

“I first got into the restaurant business when I was 13 years old,” Joe Costa, the owner of the Hasbrouck Heights IHOP, said. "My first day was the night of my grammar school graduation. No one had shown up and my aunt, who owned a luncheonette in Red Bank, asked me if I wanted to start. By the time people showed up, I was already at work. I have been in the business ever since.”

“The key to our success in this location has been excellent customer service,” Joe continued. “We have staff that has been here for a long time and they have been the key to the friendliness of this restaurant. Our wait staff has lots of regulars and we see the same families time and time again. Also, the owners are always here, looking over the operation so there is always someone here to help. What brings our customers back is the value and consistency of our food. We are noted for our great breakfasts, we have much more on the menu.”

The restaurant in Hasbrouck Heights was opened in 1981 by current owners, brothers Joe and Charles Costa. The brothers are originally from Bellville and currently, Joe lives in Paramus with his wife, Mary and their two grown children, Christopher and Scott and Charles lives in River Edge.

“We opened the restaurant on Oct. 1, 1981, the day of my wedding anniversary,” Joe said. “My wife and I did not get to celebrate much because the restaurant was extremely busy that day.”

The Hasbrouck Heights IHOP has been a family affair since it first opened by the two brothers. Both of Joe’s sons have worked in the restaurant when they were younger and Joe’s brother-in-law, John Mleziva, a manager in the restaurant, has worked there for more than 30 years. With a staff of 68, many being there for years, makes this IHOP a very family friendly restaurant to all its guests. “We have former employees, who had worked here for years, who now have their sons and daughters and even their grandchildren working for us,” Joe explained.

“About 20 percent of our customers are on a first name basis with our staff,” Joe said. “If the regulars don’t show up for a couple of days, we begin to worry about them. We have a lot of local customers and we have enjoyed our long-term relationship with them. They are what make this IHOP special.”

IHOP, originally known as the International House of Pancakes, was founded in 1958 in Toluca Lake, Calif., a suburb of Los Angeles. The concept was based on one of America’s great comfort foods, pancakes. Within four years the number of units grew to 50, many of these restaurants being franchises. In 1961, the company became publicly traded under the name, the International House of Pancakes. The name change to IHOP happened in the 1980s as the direction of the company changed - to offer not just breakfast but lunch and dinner as well.

By the end of the 80s, the company became truly international, opening its first franchise in Japan. In 1991, IHOP had its IPO on the NASDAQ Stock Exchange. The company made the Forbes Magazine Best Small Companies list in 1992, 1998, 1999 and 2002. In November 2001, the company opened its 1,000th location in Layton, Utah.

What makes this IHOP unique from others is its train set that has decorated the restaurant for the last decade. “We put this up as a Christmas decoration about 10 years ago and it has been popular with our customers ever since. Right after the holidays were over that year, our IHOP regional asked when we were going to take it down. Later that month, I attended and IHOP convention and in front of 500 attendees, the president opened his remarks by saying, 'Joe, I love those trains.' I have left the trains running ever since.”

The selection of menu items has changed throughout the years as well. “We carry much more than just pancakes,” Joe said. “We have a full selection of menu items at breakfast, lunch and dinner. Along with having breakfast all day, there are items such as French onion pot roast, fried shrimp, grilled tilapia and a T-bone steak on the menu.”

The restaurant has a low calorie menu upon request, a menu geared towards children and a special senior menu as well. “We have a large selection of items that are at a special price and portion size to cater to their appetites.”

“We have several promotions going on right now,” Joe explained. “We just had National Pancake Day, where we gave a short stack of pancakes (three) away for free and ask for a donation to raise money for the Children’s Memorial Network. Last year we raised over $2,000.

"Another promotion is the 'Lorax Breakfast' tied into the promotion of the Dr. Seuss film, “The Lorax”. We have a version of Green Eggs (eggs with spinach) and Ham, Truffula Chip Pancakes (whole wheat pancakes, rainbow sprinkles and strawberry yogurt) or a Rooty Tooty Bar-Ba-Looty Blueberry Cone Cake (Buttermilk batter, blueberries, waffle cone, blueberry compote and powdered sugar) and Mac’n Cheese & Truffula Trees (macaroni and cheese with broccoli). We expect it to be a big promotion.”

“Another very popular promotion going on is the new 7 for $7 meal. We have seven entrees for $7, which is nice for a family on a budget,” Joe added. “The menu items include a veggie omelet, Nutella crepes with eggs, hash brown encrusted chicken and biscuits, bacon and cheddar hash brown stack, cheesy western omelet, chicken and waffles and a bacon wrapped sirloin stack and  eggs. This has been very successful.”

“All of this could not be possible without the loyalty of our customers and the community. They are what have made this restaurant what it is today,” Joe said. “We believe in giving back to the community. We participate in many organizations that include the Hasbrouck Heights Little League, the Kiwanis Club Pancake breakfast, the Hasbrouck Heights Police Department D.A.R.E. program, the Lodi Boys & Girls Club and Ice Cream Sundaes for kids reading 10 books at the Hasbrouck Heights Library.”

“We hope to continue to serve the community this way for the next 30 years as well,” Joe concluded. “We like being a part of the Hasbrouck Heights community. We enjoy serving our customers and seeing them every day. It’s nice when you can build a relationship with people who enjoy your food and service over many years.”