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IHOP Drops IHOb and the Price of Pancakes

IHOP Drops IHOb and the Price of Pancakes

(Jonathan Weiss/Dreamstime)

By    |   Tuesday, 10 July 2018 11:42 AM

IHOP announced Monday that it is ending its IHOb "name change" that promoted its new line of burgers, and its restaurants will go back to its original name, according to the HuffPost.com.

On June 11, IHOP, the acronym for International House of Pancakes, claimed it had changed its name to IHOb as it rolled out its burger line. Many on social media, though, did not buy the name change and believed it was simply a promotion for its burgers, the HuffPost said.

"The whole goal of this effort was to convince people that we were just as serious about our burgers as we are about our pancakes," IHOP's chief marketing officer Brad Haley told USA Today at the time. "Consequently, we needed to make a bold signal to disrupt people's thinking about IHOP and make it IHOb."

But the move was mocked by some online, including hamburger competitors Wendy's and Burger King on social media.

IHOP announced on Facebook that in celebration of the company's "return," it will sell its pancakes for 60 cents.

"We're giving away 60 cents short stacks on July 17 from 7 a.m.-7 p.m. for IHOP's 60th birthday," IHOP said on Facebook. "That's right, IHOP! We'd never turn our back on pancakes (except for that time we faked it to promote our new burgers)."

IHOP's promotion appeared to work as far as people talking about the imagined change. Less than two weeks into the campaign, the website YouGov.com said its Brand Index showed that the number of U.S. adults talking about the restaurant chain with friends and family members increased from 19 percent to 30 percent.

YouGov.com wrote that it was IHOP's highest Word of Mouth score since YouGov BrandIndex began tracking the franchise in 2012.

The website added, though, that it campaign did not give the company a meaningful boost to Purchase Consideration, which has remained stable through the first half of 2018, from 20 percent to 30 percent.

Many on social media had mixed opinions about the campaign and IHOP ditching IHOb.

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IHOP is ending its IHOb "name change" that promoted its new line of burgers, and its restaurants will go back to its original name.
ihop, ihob, pancakes, burgers
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2018-42-10
Tuesday, 10 July 2018 11:42 AM
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