IHOP Name Change?

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IHOP Name Change?

As a marketing ploy and a way to hype up the release of a new product, IHOP announced earlier this year that they were going to change their name temporarily to IHOb. This created a lot of buzz on social media and was a smart way to generate publicity and interest, keeping IHOP relevant and in the public eye in a whole new way. This was certainly a creative campaign that was effective in engaging their audience.

For an entire week they teased the public, making them guess what the b would stand for and responding to some messages, but not really revealing anything concrete. People went crazy trying to guess, thinking that it might stand for various products or a specific word. Mostly, IHOP told the public that they needed to have “batience” and it would be revealed shortly. Finally, it came out that it stood for burgers, and IHOP would change to IHOb for about a month in July in honor of their new fast food product.

The stunt creating a surge in online impressions by 6,477% and kept their online followers engaged consistently the entire week leading up to the reveal, which was very unexpected. It certainly was a risky move, given the fact that burgers are something that isn’t necessarily consistent with their brand’s image. They may have polarized some consumers with this change, however, overall I think it was an effective marketing strategy that efficiently increased buzz about the new product and the overall company, even though they have since changed their name back to IHOP.


5 Comments

Lillian Mirakhor

Lillian Mirakhor

September 18, 2018at 12:19 pm

I remember when this campaign came out. I heard a combination of different responses coming from people. I think for some people, it intrigued them and made them more interested to try IHOPS new product. But when they revealed it was for burgers, many people were also upset because they enjoy going to IHOP specifically for pancakes. It was definitely a risk for them to put a marketing strategy intact that attracted so much attention, for a product that was so out of line with their consistent brand image they have built for years.

Ryan Copenhaver

Ryan Copenhaver

September 18, 2018at 12:26 pm

I was surprised to see how much people were talking about IHOB after they changed the name. I hadn’t thought about IHOP in years until they changed their name. This move was laughable but apparently effective.

Nora McGonigle

Nora McGonigle

September 18, 2018at 1:49 pm

I also thought that this was a really interesting marketing move and it definitely brought lots of attention. I saw it all over Twitter, Facebook, and Instagram, and even my friends were talking about it. It was interesting how it turned off a lot of their fans when they announced what the B stood for..People go to IHOP to have pancakes and breakfast, not burgers. Just like if you went to a Mexican restaurant, you wouldn’t want to order chicken tenders, and if you go to a breakfast restaurant, you wouldn’t want to eat burgers. I was curious to see how their burger sales did after this, and was saw that it quadrupled their sales, so it definitely worked as they had hoped to!

Cedrick Haney

Cedrick Haney

September 18, 2018at 1:49 pm

I really enjoyed reading your post. I was one of those people on social media trying to guess what the ‘B’ would stand for. I thought it would be a great idea for IHOP if the ‘B’ meant brunch. The campaign was a great way for them to generate buzz and engage the audience as you stated. Contrary to popular belief, the burger was actually good!

Connor Gray

September 18, 2018at 2:57 pm

I think this is an interesting marketing strategy. At first, I was outraged that they changed the name because IHOB sounds horrible. Luckily they are changing their name back to IHOP. This did have everyone talking about it and I agree that this is an effective market strategy even though they did not do much.

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