It’s been a long month since IHOP announced its controversial name change to “IHOb,” and understandably, the reactions were overwhelmingly negative. However, on Monday, the company shared on social media that its time as the International House of Burgers was all a ruse.
We’re giving away 60¢ short stacks on July 17 from 7a-7p for IHOP’s 60th birthday. That’s right, IHOP! We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers) pic.twitter.com/KsbkMJhKuf
— IHOP (@IHOP) July 9, 2018
“We’re giving away 60¢ short stacks on July 17 from 7a-7p for IHOP’s 60th birthday. That’s right, IHOP! We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers),” the company shared on Twitter.
This marketing strategy accomplished what appears to have been its main goal, getting people talking. IHOP’s “word of mouth” score rose in the week following its announcement, according to YouGov, which tracks the perception of more than 1,500 brands daily through its BrandIndex. 19% of U.S. adults said they had talked about the chain in the past two weeks. Afterward, that figure increased to 30%, the highest score since late 2012.
The blan was to get beople talking about our new burgers. And it worked. Look at us, two silly pancakes talkin’ about burgers.
— IHOP (@IHOP) July 9, 2018
The company best known for its breakfasts already had burgers on the menu. Yet, it recently began to use the “IHOb” name on social media, its website and for in-store promotions to draw attention to a new line of burgers made of Black Angus ground beef.
Some skeptics are unsure of whether the company failed to rebrand itself, hence the double name change, but does it matter? There’s revamped burgers and discounted pancakes!
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