Monday, 18 June, 2018

The 'b' Is For Burgers, IHOP Says, Igniting A Beneficial Battle 06/12/2018

IHOP is now IHOb: The International House of Burgers 'International House of Burgers'? Check out the best, worst Twitter reactions to 'IHOb'
Katie Ramirez | 14 June, 2018, 16:34

Some pancake lovers think IHOP is going to introduce a new restaurant language when their acronym name change is official.

Whataburger tweeted, "As much as we love our pancakes, we'd never change our name to Whatapancake".

Burger King amusingly responded to a tweet from a follower that teased the fast food company over IHOP's logo change.

"The newly dubbed IHOP is releasing seven Ultimate Steakburgers as part of its rebranding effort - all the while keeping its breakfast items on the menu", observes Ben Tobin for USA Today.

The risky switch from flapjacks to burgers comes after Dine Grand Global, the parent company of IHOP and Applebee's, saw a 1.9 percent decline in sales in its most recent fiscal year, reports show.

"Burgers are really kind of unexpected for us, so we had to do something creative to get everyone's attention", IHOP president Darren Rebelez told Business Insider.

More news: WH adviser Navarro apologizes for 'special place in hell' slam at Trudeau

The company's social media team put out a message that said there's no need to stress over the name change.

Now, Burger King has taken a direct shot at the breakfast chain's revamp. But IHOP executives feel the urge to change their image once again by changing their recognizable acronym to IHOB. A bold move if you ask me, considering that they are located right across the street from In n' Out Burger.

But one man's unique marketing campaign is another's to hijack.

Others feel lost and betrayed, voicing concerns about whether IHOb is still selling pancakes and questioning why they felt the name change was necessary.

"This was always meant to be tongue in cheek for us", Rebelez said. "They came back with the idea of IHOb". International House of Burgers! At the time, anyway, the brand was all about encouraging people to eat breakfast all day, with half of the breakfast food orders at IHOP happening at lunch or dinner.

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