Pancakes to burgers: IHOP suffers backlash in name change

14 June, 2018, 16:30 | Author: Sammy Rose
  • IHOP changed its name to IHOb to promote its new burgers including the Cowboy BBQ

Many poked fun at IHOP's surprising move, with fast food chain Wendy's also taking a jab at the said restaurant via Twitter when a user asked about "selling burgers on its block". This change certainly didn't go well with Twitterati. It's adding several burgers to its menu.

"We are definitely going to be IHOP", IHOP president Darren Rebelez tells CNNMoney's Paul R. La Monica.

"IHOP changing their name to International House of Burgers is like your Grandma saying from now on she's your Aunt" is one tweet cited by Chris Crowley for Grub Street.

Classic Wendy's! What do you think about the name change? Pressed for details, the company would not give an end date for IHOb but referred to the "tongue-in-cheek name change" and said it was tied to the summer burger promotion.

DineEquity, the company that owns IHOP/IHOb and also the Applebee's chain, sought to assure customers that nothing had really changed.

But after trying the new burgers (with a side of pancakes), we were IHOb converts.

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We are excited to announce that we will be switching our name to Pancake Castle.

"This was always meant to be tongue in cheek for us", Rebelez said.

"Don't worry, Pancakers. We still love pancakes".

But the trick comes with making the idea stick long after IHOb campaign ends.

Changing the name on more than 1,800 locations could be profit buster, so it appears IHOP knows something Wall Street doesn't know about marketing and brand recognition, according to a Business Insider article. The chain, which serves pancakes for breakfast, changed its name on its social media channels and updated photos to put more emphasis on pancakes instead of its famous Whoppers. According to reports, nearly 50 percent of the company's customers came in the morning.

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