ibusinesslines.com August 22, 2018

Wendy's, Denny's and more trolling IHOP over burger announcement

14 June 2018, 04:34 | Jodi Jackson

Here's The Real Reason IHOP Changed Its Name

Here's The Real Reason IHOP Changed Its Name

IHOP's rebrand as IHOb - International House of Burgers - left many customers skeptical.

"Burgers are a quintessential, American menu item so it makes flawless 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. In an interview with CNN, IHOP President Darren Rebelez says that more than half of the restaurants, with the total estimated at nearly 1,800, will still go by the usual name.

The chain is no longer the International House of Pancakes, but rather the International House of Burgers as they launch their new line of steakburgers.

Classic Wendy's! What do you think about the name change?

But after trying the new burgers (with a side of pancakes), we were IHOb converts.

We were greeted by IHOP's President Darren Rebelez who reassured us that the House of Pancakes was not going anywhere.

The chain went so far as to change the sign on a restaurant in Los Angeles to the IHOB name. Netflix US tweeted: "brb changing my name to Netflib". "Good company. They treated us well".

IHOP CMO Haley tells the New York Times' Jonah Engel Bromwich that the marketing idea had been proposed by Droga5 in November. "It's a great way for IHOP to get our attention and say 'Hey, we're not just for pancakes!'" "They came back with the idea of IHOb".

IHOP seems to be hedging its bets by saying the IHOb name is "for the time being", suggesting the effort may be more of a marketing ploy rather than a true rebranding campaign.

Elsewhere, Wendy's trolled IHOP with snarky comments like "Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool?" According to reports, nearly 50 percent of the company's customers came in the morning.

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