Published: Thu, June 14, 2018
Electronics | By Shannon Stone

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

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

The company previously known as the International House of Pancakes has rebranded as the International House of Burgers, according to a tweet from the restaurant. Let's be truthful, the general public wasn't talking about IHOP, but now they are.

"Burgers are a quintessential, American menu item so it makes flawless sense that IHOP... would go over the top to create a delicious line-up of quality burgers", said Nevielle Panthaky, the chain's culinary chief.

On today's show, Doc, Kris and Martin talked about the best restaurant chain Twitter reactions to "IHOb", along with the not-so-great responses that were a bit too corporate. But they seem to be having fun leaving people to speculate about what's going on.

IHOP's decision to rename itself IHOb, or the International House of Burgers, infuriated many customers.

In a sense, IHOP's promotion of its burger menu carries some risks.

"The pancakes haven't gone anywhere.They're still there. It's actually a really smart idea", Ciancio says.

Other breakfast joints also tweeted out thinly veiled critiques of IHOP in the wake of the restaurant's news. "But IHOP locations are open for many day parts".

Here's to late breakfasts and sunny days. But we said, there will come times when we want to promote something other than pancakes. "But, we'll always be IHOP, and we'll always have pancakes ... now people can just get pancakes with their burger". The "b" is for burgers.

But the trick comes with making the idea stick long after IHOb campaign ends. "The first step to doing that is online and their menu is a core competency of that".

"The big opportunity for the IHOb brand is to develop our lunch and dinner business", CMO Brad Haley tells him.

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