How Middle Child Clubhouse’s Viral Pancake Increased Sales by 50 Percent

In April 2023, Philadelphia’s Middle Child Clubhouse added a pancake to its menu. For a diner-inspired restaurant like Clubhouse, it could have been an innocuous addition, but the pancake was one of first dishes added by Edwin De La Rosa, who had recently started as the restaurant’s daytime chef de cuisine. 

De La Rosa’s $12 pancake is plate-sized and as thick as a cake, made with...