IHOP Name Change Campaing

To create awareness of its other-than-pancake items, IHOP announced a campaign that would rename the company to IHOB emphasizing "burgers".

IHOP to IHOB

IHOP changed its name to IHOB as part of marketing campaign... but why?

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The plan to relaunch burgers at IHOP began to take shape a little over a year ago, Rebelez said, when the chain began investigating what customers wanted it to offer outside of the usual breakfast options.

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"Almost universally, they said burgers," Darren Rebelez, IHOP President, said. "So that's when we put the team to work."

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We’ve pancaked pancakes for 60 years now, so it’s the perfect time to start burgerin’ burgers.”

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"We had to make a bold move to get people to be willing to talk about us for something other than breakfast food," Rebelez said.

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IHOP marketing campaign is creative, bold, and strategically necessary. They need to attract customers for more than breakfast, and also be more competitive in a market where Burgers is a must have item.

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