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IHOP's 'IHOb' Campaign: Short Stack of Buzz-Building Tactics

IHOP's 'IHOb' Campaign: Short Stack of Buzz-Building Tactics

Christopher Ruacille, a self-described regular at the Westminster IHOP, was eating French toast Monday afternoon - "just because they're so good at it" - but he said he plans to try the new burgers in the future, especially the mushroom and Swiss.

The restaurants already had burgers. In May, IHOP reported that almost half of its customers come in during breakfast time.

"Burgers are a quintessential, American menu item so it makes flawless sense that IHOP, one of the most iconic, all-American comfort food brands in the world, would go over the top to create a delicious line-up of quality burgers that hit the spot any time of day", said Nevielle Panthaky, IHOP's head of culinary. That will be the case with most IHOP restaurants, company President Darren Rebelez told CNN Money.

But not all burger chains are willing to embrace the flip.

After spending a few days teeing up its eventual name change from IHOP to IHOB, the company announced Monday that its menu will now feature burgers - an announcement that didn't faze Wendy's, an actual burger restaurant, in the slightest.




IHOP recently announced a new campaign where they will be changing their name from IHOP to IHOb, the "b" being an upside down version of the letter "P". "Lunch follows (with 28 percent) and then dinner (16 percent) and late-night service (seven percent)".

"Obviously, IHOP-hob wanted to be known for something other than breakfast or the place you pull off the highway to go to the bathroom", he said. It's just going to be a disconnect to get consumers to (believe IHOP) has the best burgers'.

But maybe the most savage of all was the notoriously cheeky social media team at Wendy's, who responded to the name change in true sassy form.

Steak-umm, a maker of frozen sandwich meat, chose to give the whole name change thing a go by renaming itself Cake-umm and altering its Twitter header image to match. They will still be officially called "IHOP".

DineEquity, the company that owns IHOP/IHOb and also the Applebee's chain, sought to assure customers that nothing had really changed.

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