Pancakes or Burgers: Is IHOP’s Name Change Enough for a Total Rebrand?

by | Jun 22, 2018 | NEWS

Family-friendly breakfast chain IHOP announced earlier this month that it would be changing its name to IHOb. The internet was abuzz while people guessed what the new “b” stood for…breakfast…bacon…?

Turns out it was burgers.

In an effort to promote its lunch and dinner service, IHOP temporarily changed its name to remind diners that they are not limited to breakfast.

The restaurant chain has served breakfast, lunch, and dinner for over 58 years but is best known for its world-famous pancakes. With over fourteen varieties, including seasonal favorites like pumpkin spice, it’s no wonder.

But now they want to promote their other meal options. The name change accompanies the introduction of seven new “steakburgers.”

While the name change may be short-lived, the hope is that the marketing strategy won’t be. With declining revenues, the chain is hoping to increase lunch and dinner sales to keep ahead of the downward trend.

Sentiment on the strategy has been mixed, and both mainstream and social media commentary has ranged from confused to appalled to thrilled. And while the success of the tactic is still under question, there is no denying the media frenzy it has created.

Twitter feeds were going crazy with the announcement, and competitors like Wendy’s, Burger King, and Waffle House all tweeted responses.

IHOb is reporting an increase in burger sales since the announcement, but it remains to be seen how long the momentum will last.

IHOP is a wholly-owned subsidiary of DineEquity, Inc. (NYSE: DIN). DineEquity also owns Applebee’s and is one of the largest full-service restaurant companies in the world.