Published: Wed, June 13, 2018
Markets | By Josh Butler

Burgers!? Twitter has a big beef over IHOb's concept change

Burgers!? Twitter has a big beef over IHOb's concept change

IHOP-err IHOB-is so serious about the rebrand and focusing on craft burgers they've already begun changing the signs at restaurants around the nation. A release from the company said the letter "p" in IHOP was flipped "for the time being".

When a good Samaritan freaked that Waffle House would make a similar change from breakfast to burgers, WH kept it simple: "No worries here".

Sadly, IHOb doesn't stand for International House of bancakes. In May, the company reported that more than half of its business occurs during breakfast hours, while lunch garners 28 percent, followed by dinner with 16 percent. Though we have a soft spot for the classic IHOP menu (here's a short stack of copycat recipes), the restaurant's new line-up of mouthwatering burgers sure does sound delicious.

The chain's name, International House of Pancakes, is rooted in their calorie-laden breakfast standards ― pancakes, waffles and french toast ― but IHOP said last week that it was changing its last initial to "B" in a rebranding exercise.

Denny's managed to name-check HBO's Westworld with an imaginary conversation where a boy asks, "Grandpa, do you remember the Great Burger Wars?" and the grandfather responds, "lol no I was chillin drinkin milkshakes and trying to make sense of Westworld". Darren Rebelez, the president of IHOP, explained the re-branding and put restaurant-goers at ease in a statement.

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The U.S. wants to see the complete, verifiable and irreversible dismantlement of the North's weapons of mass destruction programs. President. "These programmes threaten our homeland, our allies and partners, and the broader non-proliferation regime".

Still, IHOb's bigger goal appears to have been achieved: To get consumers talking about the brand.

It's hard to imagine the new name could be permanent, as the almost 60-year-old restaurant chain is best known for its pancakes and breakfast menu items.

IHOP is not actually wasting millions and millions of dollars on new signage for a brand that really would be pretty stupid if it were made permanent. The company even dropped another bomb, relating IHOB's name change to the kind of thing a child might do to equate him or herself to some sort of superhero.

It's worth noting that some form of burgers have been on the menu at IHOP for years. IHOP will remain family-focused, while Applebee's will still be a place to go with friends to get a beer and watch a game.

Others called the name change "bizarre" and "a nightmare".

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