IHOP causes a stir in brilliant marketing scheme

The famous pancake chain is aiming to beef up its sales by changing its name

IHOP causes a stir in brilliant marketing scheme
Stars Insider

06/11/18 | StarsInsider

FOOD Restaurant

Last week, IHOP teased a big change to the chain by flipping their logo to read IHOb. While people guessed the 'b' stood for breakfast or brunch, the chain created a poll for Twitter users to vote on whether it stands for biscuits, bacon, butternut squash, or barnacles.
Plot twist: it stands for burgers.
In a playful series of tweets that swapped out the letter 'p' for 'b', the famous breakfast chain brought a wave of attention to their burgers, some happy, and some less enthused. 
While it may seem like a brand new change, IHOP has actually had burgers on its menu since it first launched in 1958. Chief Marketing Officer Brad Haley explains that the burgers have been revamped through rigorous consumer research, claiming, "We really left no pickle unturned," AdAge reports. "We had to communicate the fact that we have burgers in a very disruptive way," Haley added, and it seems everything has gone according to plan. 

While it is a brilliant plan, hundreds of people are still taking the opportunity to poke fun at this marketing scheme, including A&W, the popular burger joint:
Next time you crave a burger, will it be from IHOb?


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