Published: Thu, June 14, 2018
Technology | By Lionel Gonzales

IHOP grilled by Burger King, Wendy's on Twitter over IHOb name change

IHOP grilled by Burger King, Wendy's on Twitter over IHOb name change

IHOP's rebrand as IHOb - International House of Burgers - left many customers skeptical. The acronym change should be in play by June 11th, but Twitter users had their own interpretation for the "B". "Burgers are the most consumed entree item for men, women and children in America".

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.

"The big opportunity for the IHOb brand is to develop our lunch and dinner business", CMO Brad Haley tells him.

The hints of a name change had spurred guesses on social media - and some disappointment Monday at what was revealed.

"Not really afraid of the burgers from a place that decided pancakes were too hard", scoffed the iconic burger maker to a Twitter fan who asked if they were anxious. I happen to love their burgers, but honestly, compared to the one that I had yesterday at IHOB, they don't compare.

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

We are excited to announce that we will be switching our name to Pancake Castle. According to a company statement, the name and logo change is only for the time being, indicating that the change may be nothing more than a temporary marketing ploy. "We're just expanding our burger horizons", it said.

IHOP recently teased a name change, flipping its "P" to a "b". "It's a great way for IHOP to get our attention and say 'Hey, we're not just for pancakes!'"

But the trick comes with making the idea stick long after IHOb campaign ends. According to reports, nearly 50 percent of the company's customers came in the morning.

"A team of people went to school for years and collectively paid hundreds of thousands of dollars - if not more so they could present us with this marketing masterpiece", one person commented on Facebook. The company wanted to capture the strong market that lies between the day and early evening while keeping a hold of its following during breakfast hours, per NPR.

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