What Did Ihop Change Its Name To
IHOP'southward name change: What does IHOb represent?
IHOP, which recently changed its iconic name to IHOb, has revealed what the new consonant stands for: "burgers."
The name alter accompanies a line of new burgers at the concatenation, which is known for breakfast dishes like rainbow sprinkle-filled "cupcake pancakes" and archetype buttermilk pancakes. The chain is shifting its emphasis to vii new "steak burgers," which include a cowboy burger with onion rings and bacon and a "mega monster," which is IHOb's answer to McDonald's Large Mac.
Whether or not the IHOb proper name is only a short-term marketing gimmick, there'south a monetary reason why the pancake chain is flipping over on its brand identity: Pancakes aren't selling like hotcakes. IHOP'south same-restaurant sales -- or sales at locations open at to the lowest degree a year -- declined 1.9 pct in its most recent fiscal twelvemonth.
"Everyone knows that IHOP makes world-famous pancakes, so we felt like the best manner to convince them that nosotros are as serious about our new line of Ultimate Steakburgers as we are about our pancakes was to change 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 fourth dimension being," suggesting the effort may be more of a marketing ploy rather than a true rebranding entrada.
Fans of the chain, known formally as Dine Equity and which also owns Applebee'south, appear unimpressed with the new proper name. The company disclosed the new IHOb identity final week, although it didn't say what the "b" represented.
"@IHOb and then are y'all all the same going to accept pancakes and breakfast??? Or are you lot similar a lunch place with just burgers? I'g so lost... #IHOP," one consumer wrote on social media.
Others called the name change "bizarre" and "a nightmare." Notwithstanding, IHOb's bigger goal appears to take been accomplished: To get consumers talking virtually the make.
"This IHOP/IHOB affair is pretty vivid... how many companies tin can go the entire internet talking nigh them based on a marketing entrada where they pretend to change their name? And how many people knew before today that they even served burgers?" wrote one Twitter user.
Wendy's Twitter account addresses the change to IHOb
The new name besides earned a few burns from another eatery chain. Wendy's, which is known for its humorous and slightly snarky Twitter business relationship, said information technology wasn't as well worried about the competition: "Not really agape of the burgers from a place that decided pancakes were too hard."
It added, "Remember when yous were like 7 and thought changing your name to Thunder BearSword would exist super absurd? Similar that, but our cheeseburgers are notwithstanding amend."
Other fast-food chains also dished out some burns. Burger King jumped in on the mockery by changing its name on its Facebook and Twitter accounts to "Pancake King," along with a photograph of flapjacks covered with maple syrup.
Waffle House told fans it had no plans to follow IHOb's lead.
"Even though we serve delicious burgers... we know our roots," Waffle House 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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