IHOP rebrands to IHOb to disrupt the internet.
Start writing a post
Lifestyle

IHOP's Temporary Rebranding Stunt Caused Mixed Emotions, One Of Which Was Outrage

A few lessons to learn in branding from IHOP's change to IHOb.

30
IHOb

For the first week of June 2018, IHOP teased the company would be changing its name. IHOP, the International House of Pancakes, changed its name to IHOb.

Was the "b" to stand for breakfast? All was revealed on June 11, 2018. The "b" is to stand for "burgers."

When I first heard the news, I thought this was going to be a permanent change, and thought maybe burgers could be added to the IHOP offering.

Yet, as I dug further, I found countless issues with this move by a place known for its pancakes.

IHOP was to temporarily change to IHOb in an effort to promote its offering of seven burgers, only available for a limited time. I didn't think this was a positive brand move, and this opinion was echoed on Twitter and the news in the following days.

A Bored Panda article compiled a list of Tweets both companies and individuals put out in response to the rebranding effort news. Fast-food companies like Burger King mocked the move by changing their own logos, names and social media cover images. Others, like Wendy's sent out replies in a similar manner to their regular Twitter roasts. Most of these were spot-on and here is my take on the temporary rebranding effort.

First, the move stirred up an internet frenzy. This move comes as a direct response to the company's declining sales and restaurant traffic, IHOP was able to at least generate a conversation. Although I don't agree with the move overall, I think they proved today's need to disrupt the status-quo to get people talking.

Second, though IHOP became a focal point of social media and late-night talk shows, post-campaign surveys indicate there wasn't as significant of an increase as the company had hoped for. Nonetheless, the conversation began and people tried and reviewed their burger selection, though not all of the reviews were positive.

Third, though people ate the burgers, it was still hard to understand why the company would want to distance themselves from their main offering and their brand. If you're known for something, stick with it. Just improve upon it little by little rather than trying new things. This isn't their first venture to expand their offerings.

My solution would have been to launch a campaign about a more range of pancake toppings, new drinks, and new deals. IHOP's Chief Marketing Officer Brad Haley said the company is known for their pancakes.

This is my point exactly. Stick with what you're known for.

Stir up interest in new offerings of food, drinks and deals, and partnering with local organizations for local events or causes can increase interest.

Report this Content
This article has not been reviewed by Odyssey HQ and solely reflects the ideas and opinions of the creator.
Student Life

Waitlisted for a College Class? Here's What to Do!

Dealing with the inevitable realities of college life.

56962
college students waiting in a long line in the hallway
StableDiffusion

Course registration at college can be a big hassle and is almost never talked about. Classes you want to take fill up before you get a chance to register. You might change your mind about a class you want to take and must struggle to find another class to fit in the same time period. You also have to make sure no classes clash by time. Like I said, it's a big hassle.

This semester, I was waitlisted for two classes. Most people in this situation, especially first years, freak out because they don't know what to do. Here is what you should do when this happens.

Keep Reading...Show less
a man and a woman sitting on the beach in front of the sunset

Whether you met your new love interest online, through mutual friends, or another way entirely, you'll definitely want to know what you're getting into. I mean, really, what's the point in entering a relationship with someone if you don't know whether or not you're compatible on a very basic level?

Consider these 21 questions to ask in the talking stage when getting to know that new guy or girl you just started talking to:

Keep Reading...Show less
Lifestyle

Challah vs. Easter Bread: A Delicious Dilemma

Is there really such a difference in Challah bread or Easter Bread?

36732
loaves of challah and easter bread stacked up aside each other, an abundance of food in baskets
StableDiffusion

Ever since I could remember, it was a treat to receive Easter Bread made by my grandmother. We would only have it once a year and the wait was excruciating. Now that my grandmother has gotten older, she has stopped baking a lot of her recipes that require a lot of hand usage--her traditional Italian baking means no machines. So for the past few years, I have missed enjoying my Easter Bread.

Keep Reading...Show less
Adulting

Unlocking Lake People's Secrets: 15 Must-Knows!

There's no other place you'd rather be in the summer.

958506
Group of joyful friends sitting in a boat
Haley Harvey

The people that spend their summers at the lake are a unique group of people.

Whether you grew up going to the lake, have only recently started going, or have only been once or twice, you know it takes a certain kind of person to be a lake person. To the long-time lake people, the lake holds a special place in your heart, no matter how dirty the water may look.

Keep Reading...Show less
Student Life

Top 10 Reasons My School Rocks!

Why I Chose a Small School Over a Big University.

189802
man in black long sleeve shirt and black pants walking on white concrete pathway

I was asked so many times why I wanted to go to a small school when a big university is so much better. Don't get me wrong, I'm sure a big university is great but I absolutely love going to a small school. I know that I miss out on big sporting events and having people actually know where it is. I can't even count how many times I've been asked where it is and I know they won't know so I just say "somewhere in the middle of Wisconsin." But, I get to know most people at my school and I know my professors very well. Not to mention, being able to walk to the other side of campus in 5 minutes at a casual walking pace. I am so happy I made the decision to go to school where I did. I love my school and these are just a few reasons why.

Keep Reading...Show less

Subscribe to Our Newsletter

Facebook Comments