Published: Tue, July 10, 2018
Industry | By Dora Warner

Bye Bye To The B- IHOP Is Back

Bye Bye To The B- IHOP Is Back

Instead, IHOP is officially back to pancakes after a brief name change. Today, it was back on social media, this time to promote a pancake deal tied to IHOP's 60th birthday.

A month after causing an uproar by announcing it was transforming from International House of Pancakes into International House of Burgers, the restaurant chain admitted what some (including me) suspected from the start. But the effort did not create a significant increase in the company's purchase consideration, which measures the likelihood of consumers eating at a particular restaurant chain.

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Though the quick switch might have baffled people, the change actually helped IHOP boost sales numbers.

The name change lit up social media. At the time, a branding expert told FOX Business that the name change was the "dumbest decision ever made in the world of branding".

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That (now) appears to be a pretty click marketing gimmick, because the chain announced on its Facebook page that the name change was all a ruse and that the IHOP name will remain intact.

"The pancakes haven't gone anywhere. That's what we're after: Giving more people more reasons to come to IHOP more often".

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