Updated: Oct 30, 2018
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?
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.
"Almost universally, they said burgers," Darren Rebelez, IHOP President, said. "So that's when we put the team to work."
We’ve pancaked pancakes for 60 years now, so it’s the perfect time to start burgerin’ burgers.”
"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.
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.