Other restaurants mock IHOP name change online

IHOP changed its name to IHOb to promote its new burgers including the Cowboy BBQ

IHOP changed its name to IHOb to promote its new burgers including the Cowboy BBQ

IHOP isn't changing its name. The brand also added that it's temporarily changing its branding because the "b' stands for burgers".

Once we heard that, the grilling began on social media. The speculation was that the restaurant chain would go from pancakes to breakfast which would, of course, make sense because it wasn't too big a stretch and, you know, it would still remain in the same food family. They say the International House of Pancakes acronym is the chain's identity and changing it would confuse and annoy them. "Burgers are the most consumed entree item for men, women and children in America".

The fast-food giant changed its logo in its Facebook and Twitter profile photos on Tuesday (June 12) from Burger King to Pancake King, even editing the logo to reflect the words sandwiched between pancakes instead of burger buns.

IHOP CMO Haley tells the New York Times' Jonah Engel Bromwich that the marketing idea had been proposed by Droga5 in November. Both restaurants have seen a 1-3% decrease in sales over the years, and have had to resort to what are essentially publicity stunts to attract higher sales.

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Whataburger tweeted, "As much as we love our pancakes, we'd never change our name to Whatapancake". IHOP (or IHOb) will still need to be customers where and how they're looking for information about restaurants, Zucker notes.

IHOP seems to be hedging its bets by saying the IHOb name is "for the time being", suggesting the effort may be more of a marketing ploy rather than a true rebranding campaign.

A&W was just as baffled as the rest of us. The "b" is for burgers. "They came back with the idea of IHOb". "The first step to doing that is online and their menu is a core competency of that".

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