IHOP changes name to promote burgers

IHOP changes name to promote burgers

The brand also added that it's temporarily changing its branding because the "b' stands for burgers".

I'm not sure how I feel about the name change, but I do know how I feel about the shady responses that have since filled my Twitter timeline: fantastic.

"Burgers are a quintessential, American menu item so it makes ideal sense that IHOP... would go over the top to create a delicious line-up of quality burgers", said Nevielle Panthaky, the chain's culinary chief.

IHOP's president, Darren Rebelez, told Business Insider on Monday that he was unconcerned by other chains' jabs.

In the meantime, IHOP's casual dining as well as QSR burger-centric rivals had some fun with counter-tweets, as Burger King rebranded its Twitter handle as Pancake King, while Whataburger posted a box of pancake mix on Instagram.

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Reaction to the name change on social media ranges from excitement and anticipation to confused and baffled.

Other US chains, including Waffle House, also mocked the name change, saying: "Even though we serve delicious burgers. we know our roots". IHOP (IHOB) wants to be known as a place to get lunch and dinner, not just breakfast and brunch. Netflix US tweeted: "brb changing my name to Netflib". The chain tweeted "Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool?" They say the International House of Pancakes acronym is the chain's identity and changing it would confuse and annoy them.

It was a marketing strategy and publicity stunt combined on the part of IHOP.

A&W was just as baffled as the rest of us. "They came back with the idea of IHOb". And you have to give it to them, it's working.

"Picking up on the company's tricks, when one Twitter user said on Monday, 'Your marketing team needs to be fired..." In May, IHOP reported that almost half of its customers come in during breakfast time.

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