What Did Ihop Change Its Name To
IHOP's name change: What does IHOb stand for?
IHOP, which recently changed its iconic proper name to IHOb, has revealed what the new consonant stands for: "burgers."
The proper noun change accompanies a line of new burgers at the chain, which is known for breakfast dishes like rainbow sprinkle-filled "cupcake pancakes" and classic buttermilk pancakes. The chain is shifting its emphasis to seven new "steak burgers," which include a cowboy burger with onion rings and salary and a "mega monster," which is IHOb'southward answer to McDonald'southward Big Mac.
Whether or not the IHOb name is only a brusque-term marketing gimmick, there'due south a monetary reason why the pancake chain is flipping over on its brand identity: Pancakes aren't selling like hotcakes. IHOP's same-restaurant sales -- or sales at locations open at least a year -- declined one.nine percent in its most recent financial year.
"Everyone knows that IHOP makes world-famous pancakes, and so nosotros felt like the best way to convince them that we are equally serious about our new line of Ultimate Steakburgers every bit we are about our pancakes was to alter our name to IHOb," said Brad Haley, chief marketing officer for IHOb restaurants, said in a statement.
IHOP seems to be hedging its bets past saying the IHOb name is "for the time being," suggesting the effort may be more of a marketing ploy rather than a truthful rebranding campaign.
Fans of the chain, known formally equally Dine Equity and which also owns Applebee's, appear unimpressed with the new name. The company disclosed the new IHOb identity last week, although it didn't say what the "b" represented.
"@IHOb so are yous withal going to have pancakes and breakfast??? Or are you like a lunch place with just burgers? I'm so lost... #IHOP," i consumer wrote on social media.
Others called the proper noun alter "baroque" and "a nightmare." Still, IHOb's bigger goal appears to have been achieved: To get consumers talking about the brand.
"This IHOP/IHOB matter is pretty brilliant... how many companies can get the unabridged internet talking about them based on a marketing campaign where they pretend to alter their proper noun? And how many people knew before today that they even served burgers?" wrote i Twitter user.
Wendy'south Twitter account addresses the modify to IHOb
The new name also earned a few burns from another eating place concatenation. Wendy's, which is known for its humorous and slightly snarky Twitter account, said it wasn't too worried about the competition: "Not really afraid of the burgers from a place that decided pancakes were too hard."
It added, "Remember when you were like 7 and thought irresolute your name to Thunder BearSword would be super cool? Like that, but our cheeseburgers are however better."
Other fast-food chains as well dished out some burns. Burger King jumped in on the mockery by changing its proper noun on its Facebook and Twitter accounts to "Pancake King," along with a photo of flapjacks covered with maple syrup.
Waffle Firm told fans it had no plans to follow IHOb's pb.
"Fifty-fifty though we serve succulent burgers... we know our roots," Waffle Firm said on Twitter.
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Source: https://www.cbsnews.com/news/ihops-name-change-what-does-ihob-stand-for-6-11-18/
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