Thursday, 21 June, 2018

After teasing a name change, IHOP says "b" is for burgers

Scott Olson—Getty Images Scott Olson—Getty Images
Nicole Thomas | 12 June, 2018, 11:43

IHOb now stands for International House of Burgers, a tweet from the company confirmed Monday.

After IHOP revealed the meaning behind its name change to IHOb on Monday, Wendy's went after the former pancake house on Twitter.

If you happen to be a fan of the International House of Pancakes (better known as IHOP) and follow the breakfast chain on social media, you're well aware that it's been hyping a name change.

"Why couldn't you be worldwide house of brunch and start serving mimosas and bellinis", somebody else questioned. On June 4, it announced they were flipping to "p" to a "b", but not what the "b" was going to stand for.

The change is a temporary push to be recognized as more than a breakfast destination, but for its lunch and dinner options, too. The promotional tactic, as the company said, is used to draw attention to the new burgers (which, for $6.95, can come with unlimited fries and soda). "But we want to convey that we are taking our burgers as seriously as our pancakes".

"It shows that we're just as passionate about what we're introducing next as we are about our pancakes", she says.

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Steak-umm took a similar route, changing its name to Cake-umm because food brands are all pivoting now, apparently.

Other locations will have IHOb signs inside.

An IHOP restaurant serves customers on August 10, 2017 in Chicago, Illinois.

"I'm okay with the name change as long as you don't forget your roots", said another. The name change, though, is meant to help the franchise connect with more people.

The risky switch from flapjacks to burgers comes after Dine Grand Global, the parent company of IHOP and Applebee's, saw a 1.9 percent decline in sales in its most recent fiscal year, reports show.

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